From Congratulations to Meme Coin - How does Binance turn "I'm Coming" into an Ecosystem Effect?

Early 2026, another 20x opportunity has “disappeared” from many traders. On the meme coin market, birthday wishes, New Year greetings, or other major events are always a source of endless inspiration, and “Tao Đến Rồi Đây” is a prime example when Binance decided to list it on the Alpha trading platform — as a result, within half a day, the market capitalization surged from around $4 million to over $16 million. This event not only drew market attention but also raised deeper questions: is this a brand-new meme creation or just a calculated commercial move by the world’s leading exchange?

He Yi’s Birthday Meme: From Post to Global Ecosystem Impact

The origin of “Tao Đến Rồi Đây” is quite intriguing. On January 1 this year, in the atmosphere welcoming the Year of the Horse, He Yi — Co-CEO and Co-founder of Binance — posted on social media with the phrase “2026, a new beginning; 2026, tao đến rồi đây.” The post was accompanied by an image of her riding a white horse on the beach, exuding a spirit of renewal. It was a lighthearted birthday greeting, strongly reminiscent of a Year of the Horse meme, but also hiding powerful marketing potential.

The meme coin with the same name was created earlier, on December 30 of the previous year, but truly became a market focal point when Binance officially announced its listing on Binance Alpha platform. Soon after, a series of comparisons emerged, likening this phenomenon to “Shandong learning in the crypto world” — an idiomatic way of saying He Yi became the “main guest at the party,” with listing teams and KOLs becoming servers, just following orders to share the liquidity map and profits of this meme coin.

An ecological effect unfolded rapidly. Birthday memes, or more broadly, memes celebrating major events, suddenly became trending. After “Tao Đến Rồi Đây,” other Chinese-language memes with “Binance leadership style” such as “Mother,” “Father,” “Son,” “Grandson” appeared consecutively. From a lighthearted greeting, meme coins have become tools for profit generation.

Controversy Over Meme Standards: Culture or Business Strategy?

The emergence of “Tao Đến Rồi Đây” was not without opposition. Two opposing viewpoints began to spread in the market.

One side argued that this meme coin is a product of “Shandong learning ideology” — Binance managers only know flattery towards leadership without aesthetic standards. Crypto KOL Diver Observer criticized: “Ridiculous, even BNB Chain isn’t considered a state-owned enterprise chain, right? At least state-owned enterprises have cultural aesthetics. What is listed here?”

The other side believed that, although the language may seem crude, that is the true nature of memes — they don’t need to be elegant or sophisticated. On Solana, how many meme coins contain content about scat, testicles, condoms, animals, and no one objects? So why criticize when Chinese create their own memes? This view is supported by a segment of “nationalist fans.”

However, when Diver Observer clarified his stance, he said the opposition was not aimed at traders but at those who think that memes with urine or feces also show national confidence. Crypto KOL @0xyukaz also pointed out that Binance’s listing strategy only causes Chinese meme culture to truly decline.

OKX Star CEO also joined the discussion, stating that “Compared to ‘Tao Đến Rồi Đây,’ ‘Tao Đạp Tuyết Mà Đến’ is more civilized and better.” These debates reflect a reality: when profits and culture conflict, the crypto market must face deeper questions.

Binance’s Ecosystem Strategy: Why Choose Internal Meme Coins?

To understand why Binance chose “Tao Đến Rồi Đây,” we must first look back at recent history of meme coins on major exchanges.

From March 2024, when BOME “launched on Binance in just 3 days,” the meme coin frenzy began to spiral out of control. By September 2024, Binance even listed two meme coins simultaneously, NEIRO/Neiro ( (uppercase and lowercase), causing a stir across the market. Since then, meme coins are no longer a niche trend but have become a major force within the CEX ecosystem.

Why did Binance act this way? The answer lies in the nature of centralized exchange business models. CEX needs three essential elements: new users ) (liquidity (), high-frequency trading ) (business model (), and attractive new projects ) (to continue attracting users (). Meme coins satisfy these three factors perfectly — strong liquidity, ultra-fast transaction speeds, and continuous updates.

The question becomes: Should Binance list meme coins from its internal ecosystem, or provide a stage for external meme coins, even from competitors? The answer seems obvious.

Thus, Binance has begun building a complete meme coin ecosystem. Starting from Binance Wallet, then Binance Alpha, collaborating with platform Four.meme, and culminating in the Meme Rush ranking — a comprehensive chain of “issue token — list — Alpha — contract — spot” created. Through this, Binance not only controls meme coin liquidity but also injects new blood into platform profits and the overall development of CEX.

From a Birthday Meme to Long-term Strategy: Unexpected Consequences

From this perspective, listing NEIRO/Neiro or “Tao Đến Rồi Đây” on Binance is not accidental. CZ and He Yi’s statements about meme coins, the growth of BNB’s price, ecosystem updates — all are parts of a long-term strategic map.

As the famous saying goes: “In the battlefield of public opinion, if you don’t seize it, the enemy will.” In the crypto market, this principle is “meme coin liquidity, if you don’t compete for it, it will naturally flow into competitors’ hands.”

However, everything has its price. Binance faces a dilemma:

• One side: maintain meme coins to retain users, increase trading volume, and earn platform fees.
• The other side: excessive actions may damage the image and cultural standards of the market.

When “Tao Đến Rồi Đây” transforms from an ordinary birthday greeting into a global market effect, the real question is not whether this meme coin is “too crude,” but: how much room does the platform have to continue “creating wealth” from memes without damaging the ecosystem’s credibility?

The meme coin market is at a crossroads: one side is creative freedom and cultural diversity, the other is platform responsibility and sustainability. Binance, with its ecological position, is not just an observer but a shaper of the future of this entire ecosystem.