When Azuki launched in January of 2022, it stood out immediately. The project’s anime aesthetic, combined with the depth of its worldbuilding, made it an instant icon in web3. At a time when many NFT projects relied heavily on hype and derivative art, Azuki arrived with cinematic trailers, a clear brand identity, and a community-first mindset. Behind it all was Zagabond, an early DeFi operator who saw an opportunity to bring tokenization into mainstream culture through storytelling and character IP.

In this conversation, Zagabond reflects on his early days in the space, the intentionality behind the project’s design, and why “the Garden” remains central to Azuki’s identity. We also discuss Animecoin and the broader shift he sees coming for both creators and collectors.

OpenSea: I always like to start at the beginning, even with the really well-known projects, because it's helpful for people to understand the backstory. Let’s start with an introduction and the origins of Azuki.

Zagabond: Growing up, I was always a fan of anime. My mom used to tell me I would sit for hours just drawing Dragon Ball Z when I was six. I never thought I’d end up building something in the anime space, but here we are.

In 2016, I discovered Ethereum. Before that, I had worked at Amazon and Google and really enjoyed the tech industry, but I also saw how centralized those companies were. They’re basically advertising machines that monetize attention and data.

When I learned that Ethereum was like a decentralized supercomputer you could run any application on, I was hooked. In 2017, I joined 0x, one of the earliest DeFi protocols. I ran operations there and helped scale the team from five people to around fifty. We were there during the rise of DeFi. We even coined the term in a Telegram group. That time showed me the power of community and how people around the world could not only use your tech but also evangelize it.

I’ve always gravitated more toward art, culture, fashion, and music. So when NFTs emerged, I saw an opportunity to bring tokenization into mainstream culture in a more accessible way. Finance can feel limited in appeal. But art, characters, and storytelling? That resonates broadly.

OpenSea: That’s a great foundation. So what specifically led to creating Azuki?

Zagabond: In 2021, I saw a growing NFT space but didn’t see much representation of Asian culture, especially in PFP projects. As an Asian-American who grew up on Toonami, I wanted to build something that felt authentic. So I teamed up with friends who were engineers, and we brought on Steamboy, our artist, from Blizzard. He had worked on Overwatch and was deeply focused on storytelling and character design. The result was Azuki. Something original with an East-meets-West aesthetic that reflected who we are.

OpenSea: That authenticity seems to have struck a real chord. What was your thinking behind the art direction?

Zagabond: We wanted to push boundaries creatively and emotionally. Before mint, in late 2021, we released a live-action cinematic trailer… probably the first of its kind in NFTs. It featured a boy assembling posters in a factory and hinted at a deeper world. People were surprised. The goal was to evoke a feeling. Every trailer, every piece of content, aims to capture what Azuki stands for.

One of our core values is "proud but never perfect." We don’t obsess over perfection to the point of missing the moment. NFTs are a creative medium for us to experiment with new experiences and new ways of storytelling.

OpenSea: And that commitment to craft shows. Let’s talk community. What makes the Azuki community different?

Zagabond: In crypto, many communities are driven by the desire to make money, and that’s part of it here, too. But Azuki’s community cares deeply about the brand, the IP, and the world we’re building together. We call our community “the Garden.” It’s a place where people grow and co-create.

Our holders have spent over $1 million commissioning custom art for their Azukis. That’s a reflection of how strongly they identify with their characters and the long-term vision. Some are building businesses or creating content not for sale, but simply out of passion. When we see cool work from the community, we feature it like the Espresso Shot logo from a community Twitter Space that appeared in our anthology series.

OpenSea: That kind of creativity and integration is rare. Let’s talk Animecoin. How does it fit into the broader Azuki ecosystem?

Zagabond: It’s smart that OpenSea is leaning into fungible token trading. Many memecoins eventually launch NFTs to build stickier communities. We did the reverse: we started with a strong community and then launched a token to deepen the ecosystem.

Our vision is to build an open anime universe. Azuki is showing what co-creation can look like. Think of tokenization as the next evolution of culture-sharing. I think the ticker is our generation's hashtag.

Animecoin is about redistributing value to the fans and indie creators who have long powered the anime industry through cosplay, TikTok edits, fan content. They’re the cultural engine, but they haven’t been rewarded. With Animecoin, they can own a stake and fund their creativity.

We’re also building Anime.com, a platform for anime fandom where people can discuss shows, engage with each other, and deepen their connection to the culture. It’s still early days, but we believe in empowering the community.

OpenSea: What do you think all this means for the creator economy more broadly?

Zagabond: I’m very bullish. The tools are better than ever. You don’t need expensive equipment or formal training to bring your vision to life. AI is making it easier for people to create IP and build audiences. Look at what’s happening in tech media. Independent voices are now more culturally relevant than legacy outlets.

I see the same potential in anime. Indie animators and creators can launch compelling IP faster than ever. This will elevate established artists and bring in new ones who’ve grown up native to these tools.

OpenSea: As we wrap up, what’s next for Azuki?

Zagabond: Now that we’ve built a strong foundation in web3, we’re focused on reaching broader audiences. We recently launched starter decks for the Azuki trading card game. Feedback has been great, and we’re expanding the series. More content is coming, and one major project is in the works for later this year.

In terms of NFTs overall, I think people wondering if they’re “back” are focused on floor prices. But the real evolution is in utility. NFTs are becoming tools to express and build creative ideas and that’s what excites me most.

OpenSea: Totally agree. It’s still early, and we’re only scratching the surface of what’s possible.

Zagabond: Exactly. We just launched a collectible short featuring our character Mizuki, minted for $5, open edition, proceeds to the creators. It’s not about flipping, it’s about supporting art. In 2021, people wouldn’t have understood that. But we’re evolving, and it takes platforms like OpenSea and brands like Azuki to help push the space forward.

OpenSea: That’s a great note to end on. Thank you so much!

Zagabond: Thank you!

Note: The mention of a token is for informational purposes only nor is it intended as financial or investment advice.