We Tell Stories, Build Trust.
YAP Global is an international public relations and communications consultancy that works with meaningful companies and organisations in the cryptocurrency, decentralised finance (DeFi) and web3 sector to build their brand through impactful storytelling.
Contact UsThe Story Behind YAP Global
In 2017, Samantha Yap launched YAP Global with just a laptop, a few contacts, and a strong belief that when stories are told well, they can shape how people understand the world.
Yes, Yap is really her last name it means "leaf" in Chinese.
As a former journalist, Samantha noticed founders in crypto struggled to explain their work, while journalists lacked the background to cover it. She saw an opportunity to bridge this gap with clear, credible communication starting by asking: What is money, and why do people trust its value? This curiosity grew into a philosophy by helping people understand how value is created, we can show why these technologies matter.
That’s how YAP Global was born: a PR agency focused on making complex ideas simple and human. What began as a one-woman operation is now a global team spanning the UK, US, UAE, Singapore, and South Africa, with women making up two-thirds of the workforce.
Yes, Yap is really her last name it means "leaf" in Chinese.
As a former journalist, Samantha noticed founders in crypto struggled to explain their work, while journalists lacked the background to cover it. She saw an opportunity to bridge this gap with clear, credible communication starting by asking: What is money, and why do people trust its value? This curiosity grew into a philosophy by helping people understand how value is created, we can show why these technologies matter.
That’s how YAP Global was born: a PR agency focused on making complex ideas simple and human. What began as a one-woman operation is now a global team spanning the UK, US, UAE, Singapore, and South Africa, with women making up two-thirds of the workforce.
The Story Of
How We Got Here.
December 2017
YAP Global Founded
March 2018
Officially incorporated
June 2018
First media training session in Switzerland
August 2018
Samantha YAP as a Rising Star in the Australian Press
2020
First PR partnership with EthCC[3] (Been partners ever since)
March 2020
Ran press for CoinDesk’s virtual conference (During Lockdown)
July 2021
Launched YAP Cast
Feb 2022
First PR partnership with EthDenver
March 2022
Launched The Context
June 2022
First Annual Offsite Hosted in Barcelona, Spain
October 2022
First YAP Contextualised Event
August 2023
Offsite in France
June 2024
Offsite in Rome
April 2025
Grew to a team of 30+ with yappers in NYC, LDN, Singapore and South Africa
