Design

Coca-Cola brings back ‘Share a Coke’ for Gen Z

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For the first time in over a decade, Coca-Cola is relaunching its iconic “Share a Coke” campaign. This time around, it’s targeting Gen Z. When “Share a Coke” first debuted in Australia in 2011, replacing the “Coca-Cola” logo on Coke bottles with 150 of the most popular names in the region, it sold 250 million named bottles and cans in a nation of just under 23 million people. The idea was so successful that, over time, Coca-Cola replicated it in 70 different countries. And this April 1, a new version of “Share a Coke” is rolling out globally.  The bones of the concept are the same as when it debuted more than a decade ago: In each local market, a range of the most popular regional names has been selected and printed onto Coke bottles and cans. This time, though, the campaign is including an expanded range of names, launching on a broader scale, and adding a few digital touches to attract a younger generation.  The company is positioning this relaunch as a campaign with “unprecedented personalization” for Gen Z, but it’s a tough sell in an era when AI has made personalized marketing a much more achievable reality. Instead, it’s more like a nostalgic re-run with a couple modern tweaks—and it might not be enough to impress a new, digitally native generation Coca-Cola’s plan to recruit young consumers According to the industry research firm IBIS, American consumption of soft drinks has been on a steady decline since 1999. That year, the average American would’ve consumed 49.7 gallons of soda, compared to 42.2 gallons today. But while the category as a whole might be losing steam, Coca-Cola remains profitable: Net revenues were up 3% to $47.1 billion in 2024, and the company’s shares have gone up by about 14% in the past year.  For Gen Z, there are a few factors that influence soda consumption. To start, many younger consumers are increasingly interested in wellness, and therefore are choosing “functional beverages” like prebiotic drinks or lower sugar options. But soda isn’t a lost cause, either: As many younger consumers opt to drink less or stay sober entirely, they’re turning to other kinds of drinks at the bar, including plain old soda. Trends like the rise of dirty soda also signal that Gen Z still enjoys a sugary drink here and there.  Islam Eldessouky, Coca-Cola’s global vice president of creative strategy and content, says the company’s idea to bring “Share a Coke” back actually came up while discussing new ways to “recruit as many Gen Zers into the franchise as we can” (a mission that the company has already pursued with new flavor launches like Spiced and Orange Cream).  “One key data point that came up is that 72% of Gen Zers are really aspiring to make real connections,” Eldessouky says. “While we were contemplating different ideas of bringing this aspect of connection to the brand, somebody said, ‘Share a Coke was built on that.’” Originally, he explains, “Share a Coke” was about creating organic connections, like finding a bottle with a friend’s name on it and sharing it with them. In 2011—an era when “the whole notion of personalization was very basic and very primitive,” he says—discovering a Coke with your name on it felt especially exciting. To reinvent the concept in 2025 for a digitally native generation, though, the Coca-Cola team felt they’d have to do something bigger. A more digital ‘Share a Coke’ There are a few ways that Coca-Cola is seeking to make this new campaign feel more weighty. The scale is literally larger. This campaign is launching globally in 120 different markets over the course of the coming year, starting in North America, Latin America, and Asia South Pacific. The actual number of names used is greater as well, though the specific statistics vary by market. This version of the campaign will also include two new digital elements: “Memory Maker,” which lets users scan a QR code on their bottle to upload photos and videos to something like a Coke-powered group chat, and a new customization platform which lets fans order a Coke bottle online with a custom name or word (though, Eldessouky assures me, the platform won’t allow users to enter anything obscene or inflammatory). In addition, Coca-Cola is partnering with McDonald’s on an exclusive “Share a Coke” meal bundle, which will be available in the fast food chain’s restaurants. Coca-Cola says the goal of the ”Share a Meal,” as the company calls its, is to incentivize friend groups to connect in person rather than online. Part of the strategy of this partnership, Eldessouky says, is to provide Gen Z consumers with an accessible, inexpensive “third place.” “The third place is something that Gen Z is really craving, because it’s a very connected generation digitally, but they desire much more connection in real life than other generations,” Eldessouky says. “We’re trying to give [Gen Z] a lot of opportunities where they can actually go and find these third places to connect.” But the ‘Share a Coke’ concept doesn’t need add-ons As a member of the campaign’s target demographic myself, I think the customization platform is a nice add-on that might allow those whose names are less common to still participate in the campaign. But the other elements fall flat. The “Memory Maker” feature, for one, doesn’t exactly feel like the “unprecedented personalization” Coke hopes it will be. Today, given the advent of targeted marketing and AI tools, personalized campaigns just feel a lot less novel. Coca-Cola itself, for example, used AI in 2024 to make a holiday ad that was customized across 12 different U.S. geographies. Frankly, it’s tough to imagine many young people going through the effort of scanning a QR code in the first place, let alone using it to message friends. And a Coke and McDonald’s collaboration makes intuitive sense—but I’m not totally convinced by the idea that it’ll make McDonald’s a novel “third space” for Gen Zers who aren’t already hanging out there. All in all, the new “Share a Coke” … Read more

Meta goes high fashion with its new Coperni smart sunglasses

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The world is in chaos, and many of us wish this wasn’t reality but a video game. Coperni, the French fashion label, captured this sentiment in its recent Paris Fashion Week show. The brand’s designers—Sébastien Meyer and Arnaud Vaillant—wanted to re-create old-school gamer culture, with the theme of “LAN Party,” which was an event in the ’90s where people would gather together to compete in video games. Coperni brought together 200 people to play games like Fortnite and Rocket League for 24 hours. The show captured the aesthetic of the ’90s, along with that era’s fascination with futuristic digital realities, like those depicted in films like Hackers and The Matrix. Well, the future is here. At Paris Fashion Week, Coperni showed off a new collab with Meta and Ray-Ban in the form of translucent black wayfarer sunglasses that can double as a computer. The $549 sunglasses have a built-in camera and open-ear audio, so they can see and hear everything you do. As you use your voice to interact with the AI, it will provide customized insights and recommendations. You can also use the glasses to do things like live translation and play content on Spotify. Meta launched its very first fashion collaboration by bringing Coperni and Ray-Ban branded glasses to the Coperni show. Some models wore the frames and recorded the entire show from their perspective, demonstrating their hands-free recording capabilities. They fit seamlessly into the Y2K looks, featuring lots of sleek black outfits and denim matched with grungy plaid. Coperni is known for its exploration of technology. One of its most talked-about moments came in 2022, when Bella Hadid stood on the runway in her underwear before three people came out to spray-paint her outfit on in front of the audience. Its best known accessory is the “swipe” bag, which has a distinct oval shape. It recently released a version of the bag that featured NASA’s nano-material called Aerogel which is made of 99% air and 1% glass, making it the lightest bag ever made.

Korean Air replaced its iconic logo for the first time in 40 years

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For the first time since 1984, the airline Korean Air is updating its charmingly retro look to new branding that’s better suited for the modern era. The rebrand, designed by the global creative consultancy Lippincott, includes a new wordmark, refreshed logo, and pared-down color scheme. It’s set to debut across Korean Air’s operations and on the livery of its aircraft in the coming weeks. The rebrand comes just a few months after Korean Air officially completed merger negotiations with Asiana Airlines, South Korea’s second-largest airline. The two companies will become one mega-airline.As Korean Air begins to integrate Asiana Airlines’ operations with its own, Asiana Airlines’s brand identity will be slowly phased out. And, as part of the merger, Korean Air is likely to add new destinations to its offerings, expanding its international profile. Korean Air’s new look is meant to differentiate this upcoming phase of it’s 55-year history as it becomes an increasingly global brandReimagining an ‘iconic’ brand Korean Air’s former branding had a distinctly ’80s aesthetic, including a stylized, chunky wordmark and vibrant color palette of sky blue, cerulean, and red. The company’s planes have reflected this branding for decades through a distinct blue livery. Dan Vasconcelos, a partner at Lippincott, says that the ’80s branding is “iconic,” adding that “it’s not every day that you get to evolve brand assets that have been untouched for over 40 years.” As the first step of this major undertaking, his team decided to tackle the brand’s logo. Since its 1984 refresh, Korean Air’s logo has been a red, white, and blue interpretation of the Taeguk, the symbol at the center of the South Korean flag which represents balance in nature. Vasconcelos says the team tested hundreds of potential new versions of the Taeguk symbol. Ultimately, they landed on a fluid, ribbon-like iteration, rendered in one seamless blue stroke. The design is inspired by Sangmo Nori, a traditional Korean performance art. “[Sangmo Nori] involves performers wearing sangmo, a hat with a long ribbon attached to it, which they spin and twirl in intricate patterns while dancing energetically,” Vasconcelos says. “It represents abundance, prosperity, and joy. We felt that the ribbon in the tradition carried great symbolism: it’s universally recognized for its elegance while being resonant in Korea.

The U.S. Institute of Peace building symbolized conflict resolution. Then DOGE came knocking

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The setting of DOGE’s standoff at the United States Institute of Peace (USIP) headquarters this past Monday puts these ironies into stark relief. Congress created the think tank in 1984 to “expand and support the existing international peace and conflict resolution efforts” of the U.S. and conduct peace education, training, and research. It is not a government agency. The think tank’s original office was a townhouse that faced Lafayette Park outside the White House. In 2012, Safdie Architects redesigned the headquarters to visually communicate its peace-oriented mission. This week, however, it became a stage for the Trump administration to use the power of the state to enforce its will. An “illegal takeover” DOGE officials entered the USIP building with D.C. police to install new USIP acting president Kenneth Jackson and evict its former acting president and CEO, George Moose, whom Trump fired last week. Moose is challenging his dismissal and the Trump administration’s entry into the building in court. He argues that what happened was an “illegal takeover by elements of the executive branch of a private nonprofit.” Moose told NPR that nonetheless, D.C. police told him he had to leave. “I can’t imagine how our work could align more perfectly with the goals that [President Donald Trump] has outlined: keeping us out of foreign wars, resolving conflicts before they drag us into those kinds of conflicts,” Moose told the Associated Press.Signed into law in 1984 by President Ronald Reagan, the USIP Act established the institute as an independent but federally funded nonprofit with a stated mission to protect U.S. interests abroad and prevent violent conflicts. Like the U.S. Agency for International Development (USAID), the humanitarian aid agency that DOGE already gutted, USIP is a soft power play, created to make friends, influence nations, and protect the U.S.-led world order without resorting to bullets or bombs.A building designed for peace and interaction The USIP headquarters, designed by Safdie Architects, opened in 2012 and stands out in a city defined by neoclassical and brutalist architecture, particularly at a time when Trump is attempting through executive order to standardize federal architecture as “traditional and classical.” The building is adjacent to the National Mall, and its location near U.S. war memorials was meant to be symbolic, “as a living monument that embodies and reflects America’s commitment to peace,” USIP says. Safdie Architects refers to the building on its website as a “national symbol of peace on the Capitol’s skyline.” The building’s open atria were designed to encourage interaction, Safdie Architects says, awash in daylight thanks to floor-to-ceiling windows and a domed, glass roof designed to mirror the dome of the Jefferson Memorial. The facade is a blend of blocky brutalism with the tall, contemporary window wall and domed roof in the center. It’s the first building on the National Mall to be LEED-certified Gold, a certification given to sustainably designed buildings. As an independent think tank, USIP built its headquarters through a public-private partnership that included private donations. If your physical surroundings determine your work performance, then the USIP headquarters was designed to inspire with light, transparency, openness, and imagination. Those values were overshadowed by the Trump administration’s entry and takeover. A building designed to reflect a commitment to peace instead became a stage for a confrontation over power.

Meta will soon roll out Community Notes, a whitewashed version of Elon Musk’s fact-checking system

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In January, Meta announced the end of third-party fact-checkers on Facebook, Instagram, and Threads. The tech giant is betting on a new, community-driven system called Community Notes that draws on X’s feature of the same name and uses the X’s open algorithm as its basis. Meta is rolling out the feature on March 18. Anyone who wants to write and rate community notes can sign up now. The rollout will be throttled and, initially, notes won’t appear publicly as Meta claims it needs time to feed the algorithm and ensure this system is working properly. The promise is enticing. A more scalable, less biased way to flag false or misleading content, driven by the wisdom of the crowd rather than the judgment of experts. But a closer look at the underlying assumptions and design choices raises questions about whether this new system can truly deliver on its promises. The concept, its UX implementation, and underlying technology surfaces challenges that, in my conversations with Meta’s designers, don’t seem to have any clear, categorical answer. It feels more like a work-in-progress and not a clear-cut answer to the shortcomings of third-party fact-checking.  Currently, Meta’s Community Notes are exclusively accessible on mobile devices within the Facebook, Instagram, and Threads apps. The mobile-first approach likely reflects the platform’s primary user base and usage patterns. Users who are eligible to contribute to Community Notes, after meeting specific criteria such as having a verified account and a history of platform engagement, can apply to be a contributor and add context to posts they believe contain misinformation (200,000 have already done so in the U.S., Meta tells me). Once in, they’ll find an option within the post’s menu to “Add a Community Note.” This triggers an overlay screen with a simple text editor that has a 500-character limit. The design also requires users to include a link, adding a layer of credibility to the note (although the link may not be a reliable source).

Gen Z’s Union Vision: AI, Hybrid Work, Balance

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New survey reveals younger workers trust unions but want them to expand their priorities beyond wages and benefits. As AI and automation reshape the job market, younger workers are looking for unions to advocate for fair policies, address economic stability and ensure career development opportunities alongside traditional concerns. The latest research from LaborStrong, an online initiative of MagnaCare, found that 77% of workers aged 18–28 believe union workplaces are better than non-union workplaces. Additionally, these younger workers believe unions should evolve their role beyond wages and benefits to actively shape the future of work. “Modern issues like AI and automation are transforming jobs, and unions must lead the charge to ensure these advancements create more opportunities. Younger employees see this shift happening and look to unions to shape the future of work, setting standards that keep the workforce strong and competitive.” The 2025 LaborStrong Perceptions and Priorities of Labor Survey, conducted via the third-party platform Pollfish, gathered responses from 1,000 U.S. adults to examine how unions are perceived, their role in the workplace and what issues workers believe should be prioritized. Key findings from the report include: The data demonstrates a high confidence in unions peaking among those in their 30s and 40s before declining among older workers, highlighting generational gap in trust. This suggests unions must strike the balance between reinforcing their value to older employees–who may feel disconnected from modern labor movements and Gen Z values–while continuing to evolve to meet the expectations of younger generations. Additionally, although Gen X workers may be less likely to consider union representation when job searching, unions have a chance to better communicate their benefits to a workforce that spans multiple economic and technological shifts. “The role of unions has always been to protect workers, but in 2025, protection means adapting to new workforce challenges,” said Joe Morrone, Vice President of Labor Relations & Business Development at MagnaCare. “Modern issues like AI and automation are transforming jobs, and unions must lead the charge to ensure these advancements create more opportunities. Younger employees see this shift happening and look to unions to shape the future of work, setting standards that keep the workforce strong and competitive.” The survey findings suggest a pivotal moment for organized labor unions, emphasizing the need to reinforce core principles while embracing the challenges of a rapidly changing workforce, so unions remain trusted advocates for workers.

ServiceNow Release Boosts AI for Faster Workflows

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Yokohama platform release includes teams of preconfigured AI agents now available for faster deployment, improved productivity, and predictable outcomes on day one. ServiceNow, the AI platform for business transformation, announced the Yokohama platform release, unleashing new AI agents across CRM, HR, IT, and more, for faster, smarter workflows and maximum, end-to-end business impact. These latest innovations include teams of preconfigured AI agents that deliver productivity and predictable outcomes from day one, on a single platform, as well as capabilities to build, onboard, and manage the entire AI agent lifecycle. Because data fuels AI, the company also announced expansion of its Knowledge Graph with advancements to its Common Service Data Model (CSDM) to break down barriers among data sources for more connected AI agents. “Agility is essential for Davies, given our work with clients in heavily regulated markets” According to Gartner, “By 2028, 40% of CIOs will demand ‘Guardian Agents’ be available to autonomously track, oversee, or contain the results of AI agent actions,” underscoring the growing need for a coordinated, enterprise-wide approach to AI deployment and management. As businesses race to unlock the full potential of agentic AI, ServiceNow serves as the AI agent control tower for enterprises, with solutions that remove common roadblocks like data fragmentation, governance gaps, and real-time performance challenges. Unlike other AI providers that operate in silos or require complex integrations, ServiceNow AI Agents are built on a single, enterprise-wide platform, helping ensure seamless data connectivity with Workflow Data Fabric. By providing a single view of all workflows, AI, and automation needs, ServiceNow enables companies to seamlessly coordinate thousands of AI agents across CRM, IT, HR, finance, and more, enabling total enterprise-wide visibility and control. ServiceNow AI Agents are now available to radically accelerate productivity at scale Enterprise leaders are moving beyond experimentation, demanding AI solutions that drive real outcomes. ServiceNow’s AI capabilities generate insights that power AI agent reasoning, planning, learning, and orchestration, equipping businesses to more rapidly achieve impactful goals. New ServiceNow AI Agents are available today and ready to help businesses accelerate productivity, streamline operations, and drive real outcomes for enterprise-wide use cases. For example: Simplify AI agent management for a more streamlined lifecycle ServiceNow AI Agent Orchestrator and AI Agent Studio are also now generally available with expanded capabilities to govern the complete AI agent lifecycle—from building AI agents, to onboarding and monitoring their performance, to ensuring enterprises realize the value they need. This includes: Connect, understand, and take action with data solution advancements At the foundation of the ServiceNow Platform is Workflow Data Fabric, enabling AI-powered workflows that integrate seamlessly with an organization’s data, regardless of the system or source. Workflow Data Fabric enables businesses to gain deeper insights through AI-driven contextualization and decision intelligence while automating manual work and creating process efficiencies. New in the Yokohama release, ServiceNow continues to expand its Knowledge Graph data capabilities with enhancements to its Common Service Data Model (CSDM). CSDM provides a standardized framework for managing IT and business services that accelerates quick, safe, and compliant technology deployments. By unifying hundreds of technology categories, systems, and processes under one clear model, CSDM empowers organizations to implement and scale technology with confidence. With this latest update, customers gain a unique advantage: the ability to orchestrate seamless hand-offs between both AI and live agents, ensuring work flows effortlessly across teams. Built-in governance and audit-ready data provide transparency and trust, so businesses can continue at the pace of innovation while maintaining compliance. What our customers and partners are saying: CANCOM “ServiceNow’s GenAI solutions have reshaped CANCOM’s internal operations, driving efficiency and cost savings that have solidified our reputation as an innovative IT leader. Now we’re rolling out these powerful capabilities to our clients,” said Ulrich Mayr, CIO, CANCOM. “Yokohama’s new agentic AI agents will ignite enhanced productivity and insight, driving shared success for us and our customers.” Cognizant “At Cognizant, we are helping companies harness the next phase of AI with agentic AI workflows that could bring unparalleled efficiency,” said Jason Wojahn, global head of Cognizant’s ServiceNow Business Group. “We were the first to bring ServiceNow’s Workflow Data Fabric to market and are working to help our clients to seamlessly connect their data with AI. With the Yokohama release and the integration of AI agents onto the Now Platform, clients can now operate their agents virtually effortlessly with connected data, driving productivity and ROI across their entire business.” Davies “Agility is essential for Davies, given our work with clients in heavily regulated markets,” said Darrell Burnell, Group Head of Technology, Davies. “We’ve transformed our agent experience with ServiceNow’s generative AI, deploying Now Assist for ITSM in just six weeks to streamline information retrieval and accelerate resolution times. ServiceNow’s Yokohama release will help deliver even greater productivity with agentic AI to unlock productivity at scale.” Sentara “As one of the largest not-for-profit integrated health systems in the country, Sentara is dedicated to delivering exceptional patient care and innovative healthcare solutions,” said Sentara ServiceNow Platform Team. “Sentara has already seen tremendous success with ServiceNow’s AI solutions, allowing operational teams to handle more requests with ease and is excited to explore how agentic AI can further improve efficiency and patient experience as Sentara continues to expand.”

National Security Compensation Reaches Record High

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DHI Group, announced that ClearanceJobs, its leading online community for security-cleared professionals in the defense and intelligence sectors, has released its 2025 Security Clearance Compensation Report. Despite economic uncertainty and shifting federal workforce dynamics, compensation for cleared professionals climbed nearly 4% in 2025, reaching an all-time high of $119,131. The demand for security-cleared talent remains strong, with 68% of professionals receiving salary increases—and nearly one in seven seeing pay bumps of 10% or more. “For candidates, the message is clear: your clearance is your currency, and it’s a career advantage to keep in an uncertain federal job market,” said Alex Schildt, President of ClearanceJobs. “But pay isn’t the only factor—career growth, flexibility, and stability are also important. Employers who recognize that and offer competitive salaries, career development opportunities, and work-life balance will be the ones who win the battle for the best talent.” HR Technology Insights: ADP Report: Private Sector Adds 77,000 Jobs in February The Evolving Cleared Workforce Increased competition for cleared talent has led to higher salaries across clearance levels, job roles, and geographic locations. Professionals with Lifestyle or Full Scope Polygraphs reported an average salary of $141,299—nearly $30,000 more than those without a polygraph. Virginia continues to lead as the highest-paying state for security-cleared jobs, with an average salary of $131,612, followed closely by Maryland ($130,878) and Colorado ($126,936). The Intelligence Community remains the highest-paying sector, with professionals at agencies like the CIA earning an average of $159,350. While job stability remains a priority for many, 83% of professionals are at least somewhat likely to change jobs in the next year. Compensation remains the top factor in job satisfaction, with 67% of respondents selecting higher pay as their primary motivator for increased workplace happiness. Future Outlook: Pay Growth Continues, But Challenges Remain The cleared workforce is in transition. While national security jobs offer strong compensation and stability, federal hiring freezes and shifting agency priorities may reshape the landscape in the coming years. Employers who want to remain competitive must invest in salaries, benefits, and retention strategies to keep top talent engaged. “Security-cleared professionals are making strategic career moves, and compensation remains their biggest bargaining chip,” said Art Zeile, CEO of DHI Group, Inc. “Employers who grasp market dynamics, offer competitive compensation, and foster opportunities for career advancement will emerge as leaders in securing top talent in the national security sector.” The 2025 Security Clearance Compensation Report includes a breakdown of cleared compensation by state, occupation, education level, clearance level, polygraph status, and more.

MEXC Ventures Invests $36M in Ethena & USDE for Stablecoin

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MEXC Ventures, the investment arm of the global cryptocurrency exchange MEXC, has made a strategic investment of $16 million in Ethena, a leading innovator in the stablecoin space. In addition to this investment, MEXC has purchased $20 million in USDe, Ethena’s synthetic dollar, in a move aimed at promoting broader use and adoption of the token within the crypto ecosystem. MEXC Ventures recognizes the exceptional vision and execution of the Ethena team, who have accurately identified the growing demand for stablecoins within decentralized finance (DeFi). Their commitment to continuously improving the product with outstanding execution positions Ethena as a trailblazer in this emerging space. Stablecoins, as a critical element of the broader crypto landscape, are a key area of focus for MEXC, and the firm is particularly optimistic about the potential for USDe and Ethena’s broader ecosystem to transform the stablecoin sector. USDe, issued by the Ethereum-based DeFi platform Ethena, aims to address the centralized challenges faced by stablecoins. Ethena is not just creating a stablecoin – it is building an entire ecosystem around USDe. This investment underscores MEXC’s ongoing commitment to supporting blockchain and crypto infrastructure projects that drive innovation and foster mass adoption. “Stablecoins play a pivotal role in the development of the broader cryptocurrency market, and MEXC is fully supportive of their growth. As demand for investment in Bitcoin and other digital assets continues to rise, stablecoins are set to attract even greater investment. MEXC sees Ethena as a key player in the development of diverse stablecoins that will drive the crypto industry forward, supporting broader adoption and providing users with more stable and efficient financial solutions,” said Tracy Jin, COO of MEXC MEXC Ventures is committed to strategic investments and providing comprehensive ecosystem support for blockchain and DeFi projects. By partnering with top public chains and DeFi projects, MEXC Ventures aims to invest in and incubate early-stage projects, while offering operational support such as marketing campaigns and trading initiatives. This strategy ensures that projects can scale effectively, creating mutually beneficial, win-win partnerships. In an effort to boost stablecoin adoption, MEXC has acquired $20 million worth of USDe. This strategic move is designed to encourage users to experience and trade USDe by offering incentives such as zero-fee trading pairs and attractive high-APR staking events, which will be launched with a prize pool of $1,000,000. These benefits will be available to users on centralized exchanges. MEXC believes in investing in crypto-native projects that are built to thrive within decentralized ecosystems. Innovative synthetic dollar, such as USDe, are inherently designed for DeFi and reduce the reliance on centralized stablecoin issuers. Looking ahead, MEXC aims to provide users with more opportunities to hold USDe and earn passive income directly on centralized exchanges, further enhancing stablecoins’ accessibility and utility.