WHY ASIA IS DOMINATING THE COSPLAY WORLD (AND WHERE MALAYSIA FITS IN)

Published on 11 November 2025 by Mia Chen

Listen, if you’ve ever wondered why the cosplay scene feels so much bigger and more accepted in other Asian countries, you’re not imagining things. There’s actual data behind it, and understanding where we stand in the region can help us figure out where Malaysian cosplay is headed—and what we need to do to level up.

Let me break down what’s happening across Asia-Pacific and specifically in our ASEAN neighborhood.

THE ASIA-PACIFIC COSPLAY BOOM.
Asia is dominating the cosplay world.

First, let’s talk numbers because they’re wild. The Asia-Pacific cosplay and otaku costume market was valued at USD 2,103.4 million back in 2022. By 2030, it’s projected to hit USD 3,605.5 million. That’s a 6.9% annual growth rate, which in business terms means this industry is absolutely exploding.

Why is Asia-Pacific dominating? It’s not random. This is literally where cosplay culture was born and where it’s most deeply integrated into mainstream entertainment. While Western countries are still figuring out if cosplay is “weird” or “cool,” Asia-Pacific has already decided it’s both—and profitable.

JAPAN: THE BLUEPRINT WE’RE ALL FOLLOWING

Let’s be real—Japan set the standard for everything we do. This is where modern cosplay culture was born, and it’s still the cultural epicenter. When you think about it, basically everything we cosplay comes from Japan: anime, manga, games, you name it.

What makes Japan different is that otaku culture isn’t some niche thing anymore—it’s mainstream. The government actually recognizes and supports pop culture exports as part of their national identity and economy. They’ve got the World Cosplay Summit, massive conventions like Comiket, and a sophisticated costume manufacturing industry that supplies the world.

Japanese cosplayers can actually make proper careers out of this because there’s cultural acceptance and established compensation norms. Being a professional cosplayer there isn’t seen as weird—it’s recognized as a legitimate profession. That’s the dream, right?

CHINA: THE MANUFACTURING GIANT WITH A MASSIVE MARKET

China’s playing the game on a whole different level. First off, they dominate costume production and export globally. Chances are, half the cosplay supplies you’ve bought came from China, whether you ordered from AliExpress, Taobao, or even through local resellers.

But here’s what people don’t always realize: China’s domestic cosplay market is absolutely massive and growing explosively. They’ve got the world’s largest gaming industry, and cosplay culture is deeply integrated with it. There’s an emerging domestic cosplay celebrity culture happening there, and e-commerce platforms make it incredibly easy for cosplayers to sell directly to huge audiences.

The scale is just different. When a Chinese cosplayer goes viral, they’re potentially reaching hundreds of millions of people. That kind of market size creates opportunities Malaysian cosplayers can only dream about right now.

SOUTH KOREA: WHERE K-CULTURE MEETS COSPLAY

South Korea’s approach is fascinating because they’ve integrated cosplay with their already massive K-pop, K-drama, and gaming culture. Their entertainment industry is so sophisticated and export-oriented that cosplay just naturally fits into the ecosystem.

Korean cosplayers benefit from incredible social media and streaming infrastructure. The production quality of Korean cosplay content is insane—they’ve got the fashion industry know-how, the entertainment industry connections, and the tech infrastructure to create professional-level content. Plus, with Korean content dominating globally right now, Korean cosplayers are riding that wave of international interest.

SOUTHEAST ASIA: WHERE WE FIT IN

Now let’s zoom into our neighborhood—ASEAN countries like Malaysia, Singapore, Thailand, Indonesia, and the Philippines. This is where things get interesting because we’re all in different stages of development, facing different challenges, but also creating different opportunities.

Southeast Asia as a whole is characterized by rapid growth driven by young, digitally-connected populations. That’s us—we’re online, we’re engaged, and we’re creating content. Convention circuits are increasing across the region, and there’s growing acceptance among urban youth even in countries with more conservative overall attitudes.

The challenge? We have limited formal industry infrastructure compared to Japan, Korea, or even China. There’s not much government support, no established professional pathways, and definitely no cultural consensus that this is a legitimate career. But the potential is absolutely there.

SINGAPORE: SMALL BUT MIGHTY

Singapore’s the sophisticated one in the ASEAN family. The market is small because, well, Singapore is small. But what they lack in size, they make up for in purchasing power and organization.

Singaporeans have high disposable income, so they can invest serious money into cosplay. The convention circuit is well-established with events like Anime Festival Asia. The government actually supports creative industries, which is huge. Singapore serves as a regional hub for international events, bringing in guests and resources from around the world.

The downside? Everything in Singapore is expensive. Space is limited. The cost of living makes it tough to experiment and take risks. But for Malaysian cosplayers, Singapore represents what’s possible when there’s actual infrastructure and support.

THAILAND: THE COOL NEIGHBOR

Thailand’s got a large and enthusiastic cosplay community, and honestly, they’re doing a lot of things right. Major conventions have a strong presence there, and there’s growing recognition that cosplay can be a tourism draw. The cultural environment is relatively liberal, which means less pushback against the hobby.

Thai cosplayers are gaining international recognition, and their convention scenes are well-organized with better compensation models than what we typically see in Malaysia. Economic inequality is still an issue, and formalization is limited, but the trajectory is positive.

What we can learn from Thailand: when the culture is more accepting and events treat cosplayers better, the whole scene flourishes.

INDONESIA: THE SLEEPING GIANT

Indonesia is potentially the biggest market in ASEAN just based on population alone. With over 270 million people and a growing middle class with disposable income, the potential is absolutely massive.

The interesting thing about Indonesia is how the Islamic context shapes the scene. There’s a whole modest cosplay niche that’s emerged, showing how cosplay culture adapts to local contexts. Convention presence is increasing, especially in major cities like Jakarta.

The challenges are significant though—infrastructure gaps, conservative attitudes in some regions, and limited industry support. But if Indonesia’s cosplay scene fully develops, it could rival or even surpass other ASEAN countries just by sheer numbers.

PHILIPPINES: PASSIONATE AND CREATIVE

Filipino cosplayers are incredibly passionate and creative, often producing amazing work despite economic constraints. One major advantage they have is strong English-language content creation skills, which gives them better access to international audiences and opportunities.

The Filipino cosplay community is very active on social media, and there’s a culture of supporting each other. The remittance economy—money sent home by overseas Filipino workers—actually plays a role in supporting hobby investment for some cosplayers.

Economic constraints are real, and there’s limited local industry support. But Filipino cosplayers punch above their weight class in terms of creativity and international visibility.

MALAYSIA: WHERE WE STAND

Okay, so where does Malaysia fit into all this? We’re in an interesting position—not the best, but definitely not the worst.

Our advantages are real. We’ve got a strategic geographic position in the heart of ASEAN. Our multicultural population means diverse perspectives and creative approaches. The convention circuit is established with regular events happening. The government is beginning to recognize creative industries, though cosplay specifically isn’t on their radar yet.

But we’ve also got challenges that are holding us back. There’s a lack of specific recognition for cosplay as a legitimate activity or career. The event models are often exploitative, extracting value without reinvesting in the community. Community organization is limited—we’re not united or coordinated in pushing for better treatment and opportunities.

Here’s the thing though: we have the potential to be a regional leader. We’re more developed than some ASEAN neighbors, we’ve got the infrastructure and connectivity, and our community is talented and growing. What we lack is the formal support, the organized advocacy, and the cultural acceptance that would take us to the next level.

WHAT THIS ALL MEANS FOR US

Understanding the regional landscape isn’t just interesting trivia—it’s strategic information. When we see how Japan, Korea, and even Singapore have developed their cosplay scenes with government support and cultural acceptance, we know what’s possible. When we see Thailand’s better event models or the Philippines’ strong online presence, we can learn and adapt.

The Asia-Pacific region is dominating the global cosplay market because countries here took this culture seriously. They invested in it, supported it, and integrated it into their creative economies. Malaysia has the potential to do the same, but it requires us to advocate for ourselves, organize as a community, and demand the recognition and support we deserve.

We’re part of the fastest-growing cosplay region in the world. The question is: are we going to keep accepting scraps, or are we going to claim our place in this booming industry?

The regional context shows us that change is possible. Other countries in our neighborhood are figuring it out. Singapore proves that government support works. Thailand shows that better event models benefit everyone. Japan demonstrates that cultural acceptance creates career opportunities.

Malaysia can get there too. We just need to stop accepting the status quo and start building the infrastructure, advocacy, and community organization that will take us to the next level. The market is growing, the opportunities are there, and we’ve got the talent. Now we need the structure and support to match.

The Asia-Pacific cosplay boom is happening right now, and we’re right in the middle of it. Time to make sure Malaysia isn’t left behind.

Mia Chen

Hi, I’m Mia Chen—a freelance blogger who lives for travel, food, and finding hidden gems. Whether it’s chasing street food in Bangkok or sipping coffee in a quiet café, I’m here to share the laughs, bites, and stories from my thoughts. 🥢✈️

“Will travel for food, write for fun, and probably get lost along the way—but hey, that’s where the best stories happen!”