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Huobi Celebrates 10 Years: Sparks Controversy With Rebrand To “HTX”

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Cryptocurrency exchange Huobi celebrates its anniversary on the 13th of September every year, and it is doing so with a contentious marketing move in 2023. The company was launched 10 years ago, and to commemorate the occasion, the company changed its name from “Huobi” to “HTX,” similar to the now-defunct exchange FTX.

Huobi Changes Exchange Rebrands As HTX

Huobi, one of the most prominent crypto exchanges in the Asian region, officially disclosed its rebranding and global expansion campaign on Wednesday, September 13. This move primarily involves a shift of the crypto firm’s identity to a new brand, HTX.

In a media release, Huobi explained the reason behind the name, which it called a “new global brand.” The new name represents the first letters of the Huobi exchange (H), company advisor Justin Sun’s blockchain project, TRON (T), and X for the exchange.

According to the exchange’s website, the new “HTX” name can be broken down as “HT,” the ticker for Huobi’s native token. Meanwhile, the letter “X” may represent the Roman numeral for 10, celebrating the firm’s 10th anniversary.

These changes have also been reflected in the exchange’s social media accounts. Huobi’s X (formerly Twitter) main account has been renamed “HTX_Global,” while its official Telegram channel is now branded “HTX Global Official.”

Besides the new name, the HTX exchange highlighted some of its goals as it entered a new decade. The exchange said:

HTX’s new mission is to build a metaverse-free port with a vision to achieve financial freedom for 8 billion people on Earth. HTX is embarking on a growth strategy of “global expansion, thriving ecosystem, wealth effect, and security and compliance.

As of this writing, HTX (formerly Huobi) ranks as one of the largest cryptocurrency exchanges in the world, with a daily trading volume of over $830 billion.