Recently browsing Twitter, I discovered a very interesting phenomenon. A bunch of self-proclaimed Web3 co-founders who are female models and internet celebrities, with numbers so large it’s a bit outrageous. At first glance, their titles are impressive, but a closer look at their actual work reveals the problem.

First, let’s talk about why this situation is so common. The Web3 industry itself is quite special; projects are often decentralized, team identities are vague, and there are no strict role divisions like in traditional companies. This gives many people the opportunity to claim the co-founder title just by participating in fundraising, promotion, or planning. And this title is indeed useful—it instantly boosts their personal brand value, making them look professional and credible.

For those models and internet celebrities with a following, this tactic is even easier to pull off. They already have a fan base, and after entering the Web3 space, creating the persona of “female KOL + project founder” can quickly attract a wave of Web3 users’ attention. VCs, project teams, and partners are also more likely to be drawn to this polished identity, which can ultimately be monetized through influence. In plain terms, the co-founder title becomes a quick tool to enhance personal branding and attract investment.

But here’s the problem. Many self-proclaimed co-founders are not involved in the core technical development or business decision-making of the project at all. They mainly handle marketing, social media management, and brand promotion. These tasks are valuable, of course, but they are very different from the roles of actual project operators.

Of course, there are genuine, trustworthy female Web3 entrepreneurs working on real things, but on platforms like Twitter, there’s indeed a flood of co-founders who are just riding the wave of fame. So next time you see such self-introductions, you should be more cautious. Check whether they are the actual decision-makers and builders of the project, or just relying on a pretty title to attract attention. Only then can you tell who is truly working in Web3 and who is just riding the hype.