Luffa, the next-generation social operating system built for the fan economy, has appointed Michael Liu as Chief Technology Officer to lead the company's technological development during a critical growth phase. Liu joins as Luffa scales its decentralized fan graph, deepens its AI-driven personalization engine, and prepares for global expansion on Endless Protocol.

Liu brings a unique combination of technical expertise and global commercialization experience across artificial intelligence, energy systems, fintech, and emerging markets. As Co-Founder and CEO of Fam Capital, he has led over $150 million in cross-border investments across AI infrastructure and decentralized finance, bridging deep-tech ecosystems between Asia, the Middle East, and North America. His previous role as Leading Expert of AI at one of the world's largest energy companies involved developing the world's first energy-focused AI computing cloud and large-scale AI systems for smart grid reliability.

At Luffa, Liu will oversee core technology strategy, AI architecture, decentralized infrastructure design, and engineering execution across product, data, and security. His leadership is expected to accelerate Luffa's mission to build a secure, encrypted, creator-owned environment where fans can participate, earn, and interact without intermediaries or centralized data risk. This appointment comes at a pivotal moment for the creator economy as platforms increasingly face scrutiny over data ownership and centralized control.

Esra Ozturk, Head of Product at Luffa, emphasized the strategic importance of this hiring, stating that Liu's experience launching large-scale AI systems combined with his fluency in decentralized infrastructure and global market dynamics makes him uniquely suited to help build the world's most advanced fan-centric social operating system. The alignment between Liu's vision and Luffa's core belief that fans should own their data, value, and communities positions the company to address growing concerns about digital ownership in social platforms.

Luffa operates on Endless Protocol, a decentralized, AI-enabled Web3 infrastructure layer that recently achieved significant milestones. In 2025, Endless Web3 Genesis Cloud raised $110 million, reaching a $1 billion post-money valuation and cementing its position as a leading platform enabling AI-driven decentralized applications. As a core application within this ecosystem, Luffa plays a central role in bringing creator tools, fan engagement, and community-governed interaction to life on top of the protocol.

Professor Yu Xiong, Endless' co-founder and Luffa's founding advisor, described Liu's appointment as a strategic milestone for both Luffa and the broader Endless ecosystem. He noted that Liu's understanding of large-scale AI, secure infrastructure, and global innovation networks will accelerate Luffa's evolution into the most trusted and scalable platform for creators and fans. This development signals the growing maturity of Web3 social platforms and their potential to redefine digital ownership and creator-fan relationships.

Luffa's decentralized social environment integrates wallet, messaging, loyalty, and engagement into a single unified fan layer where users earn rewards for actions such as chatting, tipping, joining SuperGroups, and completing quests. The platform forms a living on-chain fan graph with real-world value while maintaining privacy through end-to-end encryption, no centralized backups, and mnemonic-based registration without requiring phone or email. With Liu leading the technology organization, Luffa aims to accelerate product development, deepen AI capabilities, and expand global creator onboarding across entertainment, sports, gaming, and cultural industries, potentially setting new standards for data ownership and value distribution in the digital economy.

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