To find a suitable medium for muscle satellite cells of Larimichthys crocea, herein, the effect of different basal media and coating materials on the proliferation of piscine satellite cells (PSCs) was explored. Firstly, two basal media, namely F10 and DMEM/F12, were selected as experimental materials, and high-sugar DMEM was the main basal culture medium used with fish muscle cells as a control. The results showed that the PSCs proliferated better in F10 than in DMEM/F12 or DMEM. Secondly, the effects of rat tail collagen, polylysine and matrix coatings, as compared with no coating, on the proliferation and later differentiation of PSCs were also investigated. Our results indicated that there was no significant difference between coating and no coating on the proliferation of PSCs in the F10-based medium. Meanwhile, it was found that the myotubes were washed out, and only those under matrix-coated conditions remained intact in the process of differentiation. The results also suggested that PSCs could still differentiate into myotubes without their stemness being affected after proliferation in the F10-based medium. Hence, this study identified an efficient proliferation medium based on F10 basal medium that could shorten the culture time and maintain the stemness of PSCs, thus providing a basis for large-scale cell expansion and cell-culture-based meat production in the future.