Cosplay in China: The growing cultural phenomenon

In many cultures, occasions to dress up in costume or fancy dress comes with events like Halloween or themed parties, but in China, taking part in costume play – or cosplay for short – is commonplace for many, especially among the younger generations.

Step into any major city in China today and you're likely to see young people dressed as anime heroes, video game icons, or even figures from ancient dynasties. What was once a niche hobby has blossomed into a mainstream cultural movement. Many Chinese youngsters have adopted cosplay not only as part of their fashion, but their identity too.

Cosplay's roots in China trace back to the late 1980s and early 1990s, when Japanese anime began circulating among Chinese youth. 

The term ACG (Anime, Comics and Gaming) became popular, marking the rise of a subculture that would soon flourish. Early cosplayers – as they became known – gathered in small groups, often online, sharing their passion for Japanese pop culture and handcrafting costumes to emulate their favorite fictional characters.

But cosplay in China quickly evolved into the classic case of life imitating art.

As the movement grew, local influences began to shape its direction. The Hanfu Movement, for example, saw young people donning traditional Chinese clothing. This later evolved into a blending of history with modern fandom. Today, it's common to see cosplayers mixing traditional qipaos with superhero or popular character outfits, creating a unique fusion of East and West.

Cosplayers are increasingly drawing inspiration from China's rich history, remixing ancient designs with modern aesthetics. This not only celebrates cultural heritage but also pushes the boundaries of creativity.

With the rise of social media and peer-to-peer platforms, cosplayers have been able to connect and share their love for the culture. Offline, conventions and festivals began to spring up in major cities. Shanghai, Beijing, Hangzhou and Guangzhou are now host to some of the largest cosplay events in Asia.

Among the most prominent cosplay events include the China Cosplay Super Gala, held annually in Hangzhou as part of the China International Cartoon and Animation Festival. In Beijing, the IJOY International Animation and Game Carnival features cosplay competitions, hanfu showcases and fan meetups. Guangzhou's Anime Carnival transforms shopping malls into immersive worlds, with parades, performances and family-friendly activities. And, of course, globally the cosplay movement is noticeable in the popular Comic Con events hosted around the world each year.

Online platforms like Bilibili have played a crucial role in making cosplay more mainstream. The annual Bilibili World convention in Shanghai attracts hundreds of thousands of fans, while government-backed expos like ChinaJoy and CCG Expo further cement cosplay's place in China's cultural landscape.

According to market research, the Asia Pacific cosplay market, which was valued at over $2.1 million in 2022, is expected to reach around $3.6 million by 2030. This growth has a positive impact on economies, with countries like China becoming an increasingly important exporter for cosplay apparel and accessories.

Cosplay is no longer just a hobby – it's a growing industry. The Chinese cosplay costume market is booming, driven by rising demand for high-quality outfits and accessories. Online shopping platforms, like Taobao, Pinduoduo and others have also made it easier and more accessible than ever for enthusiasts to get costumes, props and tutorials, fueling further growth.

The rise of professional cosplayers and influencers has also contributed to the industry's expansion, as more young people aspire to turn their passion into a career.

What does the future hold for cosplay in China? With the growth of AI, it's almost certain that it will play a role in cosplay culture, whether through augmented reality apps and personalized outfits with digital effects and more. With the push for sustainability, eco-friendly materials and smart fabrics are also gaining traction.

As cosplay continues to evolve, it remains a powerful form of self-expression and community building for China's youth. Whether on stage at a national gala, sharing photos online, or engaging in daily activities while in costume, cosplayers are redefining what it means to play, perform and belong.

It sure does make the thought of dressing up and taking to the streets in my Halloween costume less daunting this year. After all, cosplay isn't a matter of cringe, it's culture.