KuCoin has appointed Sabina Liu as CEO of KuCoin EU, tasking her with overseeing the company’s full deployment under the EU’s Markets in Crypto-Assets (MiCA) regime. This move follows KuCoin’s acquisition of a MiCAR license in Austria and signals a deliberate shift toward a compliance-first operating model.
KuCoin’s strategy in Europe under Sabina Liu’s leadership focuses on using MiCA to establish an operational framework. Liu framed the license as a structural enabler, arguing that “KuCoin does not view compliance as a sacrifice to margins, but rather as the foundation of a sustainable business model and robust consumer protection.”
Operating from Vienna, KuCoin EU will prioritize institutional-level controls, enhanced reporting, and proactive engagement with regulators. This stems from KuCoin’s allegations of deficiencies in its anti-money laundering practices in the United States in 2025, making its European operations strongly aligned with this commitment.
The appointment of Sabina Liu, who brings 14 years of experience in capital markets at the London Stock Exchange Group and her previous leadership of KuCoin’s institutional division, makes her the ideal candidate to bridge the gap between crypto trading and traditional institutional workflows.
Everything that the MICA application for KuCoin entails
When operating under MiCA regulations, companies like kuCoin are required to reassess their listings. Exchanges must now align tokens with detailed disclosure, governance, and risk requirements, which is why the firm plans to reduce its listings.
The company also intends to apply MiCA approval to its consumer-facing services. The exchange has a multi-year payments partnership with the Tomorrowland festival, scheduled for 2026-2028, an event where real-time payments will be tested and their security tested.
For traders, the immediate implications include potential changes in liquidity and product availability as the company reduces listings to comply with MiCA standards.
Meanwhile, managers should expect greater disclosure and stricter governance from KuCoin EU, which will impact due diligence and risk assessments.
Tomorrowland’s payment program and the platform’s mix of relisted tokens will serve as practical tests of whether a compliance-first strategy can sustain trading volumes while reducing regulatory exposure.
