Sui Name Service Secures sui.eth to Strengthen Cross-Chain Identity

Sui Name Service acquires the "sui.eth" domain, boosting its presence across blockchains and simplifying identity access for users.

In a move that underscores the rising importance of digital identity across blockchain ecosystems, Sui Name Service has officially acquired the “sui.eth” domain via the Ethereum Name Service (ENS). This strategic purchase not only enhances the project’s visibility in the wider Web3 space but also signals its commitment to seamless cross-chain identity management.

Owning “sui.eth” gives Sui Name Service a powerful branding asset on Ethereum—still the most widely used smart contract platform. It allows users and collaborators to reference the project using a clean, recognizable name instead of a long hexadecimal wallet address, making engagement more intuitive and accessible.

But this acquisition goes beyond branding. It’s about interoperability. By tapping into ENS, Sui Name Service positions itself at the crossroads of two powerful ecosystems: Ethereum and Sui Blockchain. This aligns with the project’s broader goal of building cross-chain identity infrastructure—a crucial component as users increasingly navigate multiple chains for DeFi, NFTs, and beyond.

ENS domains have become the default naming standard for wallets, DAOs, and projects seeking a human-readable identity layer on-chain. For Sui Name Service, securing "sui.eth" represents a tactical step toward broader adoption, especially among users already familiar with ENS. It also reflects a larger industry trend where Web3 companies are prioritizing interoperable identity solutions to improve usability and trust.

Sui Name Service is actively working on bridging identity protocols across chains, and this move reinforces its leadership in the space. By integrating with widely adopted systems like ENS, the team isn’t just future-proofing its platform—it’s making it easier for users to interact with blockchain technology without needing to juggle complex wallet strings or chain-specific addresses.

As blockchain identity becomes a cornerstone of Web3 user experience, acquisitions like “sui.eth” are more than symbolic—they’re foundational. Expect more developments as Sui Name Service continues to expand its reach and refine the tools that make digital identity secure, seamless, and chain-agnostic.

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