Juliet Su on Web3 Investing: From Market Reset to Long-Term Vision in the UAE
As Web3 ventures navigate a post-hype reality, the conversation is shifting from speculation to substance. Juliet Su, Partner at NewTribe Capital, has been at the center of this transition. From her vantage point in the UAE—now a critical node in the global digital asset ecosystem—Juliet is watching the market mature, founders evolve, and regulators catch up. In a candid conversation with Unlock Blockchain, she unpacks what’s changed, what’s still missing, and why she’s doubling down on long-term vision over short-term gains.
A Market Reset, Not Stagnation
“Many expected a bull run by the end of last year, but what we’ve actually seen is a market reset,” Juliet said. While macroeconomic uncertainty played its part, the shift wasn’t just about financial cycles. “It’s a fundamental repositioning of Web3’s place in the world,” she added.
Gone is the era when Web3 was dismissed at traditional conferences as speculative or fringe. Institutional attitudes have shifted, particularly in the wake of regulatory developments in the U.S. “Now, traditional companies are actively exploring blockchain—not for hype, but for efficiency and revenue growth,” Juliet noted.
Stablecoins are one of the clearest examples of this evolution. “We’re living in a globalized economy, and cross-border payment solutions are critical. Stablecoins—especially those tied to reserve currencies like the dollar—are solving real problems,” she said.
Founders Must Think Beyond the Code
As capital becomes more selective, the expectations on founders are rising. “If an MVP and a compelling idea were enough two years ago, today investors are asking for traction, revenue, and clarity of vision,” Juliet explained.
She sees a noticeable shift in founder profiles. More professionals from traditional finance and fintech are entering the space—many of them bringing a sharper business mindset. “We’re in the middle of a fintech renaissance,” she said, pointing to the intersection of blockchain with legacy financial infrastructure.
But the technical-first mindset still causes problems. “Too often, founders are focused entirely on the tech layer. They build amazing codebases but forget to ask: who needs this? Why now? How will this scale?” she said. “Without a go-to-market strategy, even the best tech will go unnoticed.”
Understanding market fit, customer segmentation, and positioning has become more important than ever. “You can’t just build for the sake of building. There needs to be a business case—something that makes sense not just today but three to five years from now.”
The UAE: Strategic Hub, Not Just a Sandbox
While global VCs have shifted their gaze back to the U.S. as regulatory sentiment improves, Juliet believes the UAE still offers unique advantages.
“The UAE is not trying to copy Silicon Valley. It’s leveraging its own strengths—visionary leadership, progressive regulation, and geopolitical positioning—to become a hub on its own terms,” she said.
NewTribe Capital has been embedded in the region since 2020, and Juliet believes the UAE’s efforts are starting to pay off. “From VARA’s early licensing frameworks to pilot projects in tokenization and RWAs, we’re seeing real progress. There’s institutional memory being built, and that’s powerful.”
Still, she’s realistic about the challenges. “The ecosystem is still forming. You can’t grow companies with regulation alone—you need a chain of enablers: exchanges, users, liquidity, partners, and community,” she explained.
That’s why NewTribe actively supports grassroots ecosystem efforts like Solana Superteam and encourages founders to collaborate rather than go it alone. “Don’t reinvent the wheel. If someone else is further along, partner with them. It saves time, capital, and headaches.”
Navigating Complexity: A Guide for Founders
Juliet acknowledged that many newcomers to the UAE still lack clarity on how to operate within the regulatory environment. “Some of the loudest marketers don’t always understand the actual dynamics on the ground,” she warned.
To address this, she contributed to the Founder’s Guide to UAE Crypto Laws, created by Irina Heaver and the legal team at NeosLegal. “The guide is neutral and independent—two things that are crucial. It helps founders understand the full landscape, not just the version promoted by one entity or zone,” she said.
For early-stage startups, she advises patience and focus. “If you’re still validating your idea, you may be better off building where you are and entering the UAE when you’re ready to scale or fundraise,” Juliet said. “The UAE is a growth-stage market. It rewards maturity.”
Long-Term Commitment Over Short-Term Trends
Not all venture capital firms plan to stick around for the long haul. Juliet has seen her share of what she calls “tourist VCs”—those who show up for a bull market, deploy fast, exit with profits, and disappear.
“I’ve been here since 2020. I’m not leaving when things cool down. This is where we’re building,” she said. “Even if I’m short-term bearish, I’m super bullish long-term.”
She believes the time for speculative narratives has passed. What’s needed now is focus: solving real problems, building scalable infrastructure, and growing adoption in meaningful ways.
One of NewTribe’s portfolio companies, for example, is working with a global ride-hailing platform to enable crypto payments seamlessly. “It’s not revolutionary, but it’s a real use case. That’s the kind of adoption we need—practical, scalable, and user-friendly,” she said.
The Future Is Still Being Written
Juliet remains clear-eyed about where the industry stands. “Mass adoption won’t happen overnight. Web2 and Web3 will continue to coexist, possibly for decades,” she said. “But we’re getting closer. The pieces are falling into place.”
From Dubai to New York, Singapore to Hong Kong, the digital asset space is entering a new era—one shaped by credible players, mature regulation, and a deeper understanding of what it takes to build lasting companies.
“The tourists are gone,” Juliet concluded. “Now it’s time for the builders and visionaries to step up.”
