Huobi, the third largest crypto exchange by 24-hour trading volume, is digging deeper into the US crypto market through a mutual rebranding with its exclusive US strategic partner HBUS. Per a joint statement, HBUS has licensed the Huobi brand and rebranded its retail trading platform from HBUS.com to Huobi.com.
Huobi Group’s crypto platform will continue to operate under the same name but will change its domain to hbg.com. HBUS marketplace will rebrand as Huobi and migrate its trading platform to huobi.com, which will be open to American customers.
Huobi will use its global expertise and experience to help enhance HBUS Holdco marketplace in the US market while remaining independent organizations.
As part of the campaign, Huobi’s US arm plans to add more tokens to the platform’s catalog. The company, headquartered in San Francisco, already offers their traders 12 cryptocurrencies, as well as 35 trading pairs.
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Expanding Aggressively into Foreign Markets
Huobi is originally from China, but after outstaying its welcome there, it opened offices in Hong Kong, South Korea, and Singapore. Despite regulatory uncertainty, the firm has been making inroads into Canada and U.S. with plans to open offices in Toronto and San Francisco.
In addition, Huobi has been expanding aggressively into other foreign markets, including setting up an office in London.
Commenting on the news, Huobi Group Founder and CEO Leon Li, said: “From a branding perspective, it simply makes sense to ensure that the Huobi name is present in the United States. This transition will allow Huobi to extend its brand presence around the globe.”
Frank Fu, CEO of HBUS, added: “The name ‘Huobi’ is a powerful brand in the digital asset world, representing dependability and security for more than half a decade. HBUS’s enhanced partnership with Huobi Group will also bring with it a reputable brand that will help HBUS increase trading.”