TOKYO (ANN/THE JAPAN NEWS) – Once a niche pastime for enthusiasts, cosplaying is now a growing cultural movement in Japan, with events and businesses booming across the country.
In late September, cosplayers, or “layers” as they are called in Japan, gathered at the Tokyo Game Show in Chiba, one of Japan’s largest video game expos. Among them was a 32-year-old American living in Tokyo’s Suginami Ward who crafted her own costume and props to transform into a character from the popular video game series Danganronpa. “At first, I felt shy, but now I find it fun to have people take photos of me as my favorite character,” she shared.
An estimated hundreds of thousands of cosplayers reside in Japan, many of whom pursue the hobby alongside full-time jobs. Local governments and shopping malls are increasingly organizing cosplay events to attract tourists and engage young audiences. The World Cosplay Summit in Aichi Prefecture and Hacosta Inc’s 100-day annual events in Osaka, which draw over 200,000 attendees, are prime examples of cosplay’s rising appeal.
A modern expression with historical roots
Cosplay’s origins in Japan can be traced back to traditional masquerades in local festivals and historical movements like “Eejanaika” during the Edo period, which sociologist Munesuke Mita described as an escape from everyday life. Modern cosplay gained traction in the 1970s with Comic Market, a fanzine sales event.
The hobby’s turning point came in the 2010s with the rise of social media platforms like Instagram and X (formerly Twitter), which normalized sharing highly curated and creative images. “Young people began embracing the idea of ‘looking good’ on social media, making them more comfortable showcasing different aspects of themselves,” explained Prof. Takeshi Okamoto of Kindai University, an expert in pop culture.
A booming industry
The growth of cosplay has spurred new businesses like Narikiri, a made-to-order costume service that connects cosplayers with skilled creators. Orders range from JPY60,000 to JPY1 million, reflecting the growing demand for quality costumes. “The cosplaying craze is booming overseas as well, and we expect demand to expand globally,” said Shigenobu Chaki, president of Otacrowd Co., which operates Narikiri.
Japan’s pop culture, including anime, manga, and video games, is a major driver of cosplay’s global popularity, with the market projected to surpass JPY1 trillion by 2030.
Navigating legal challenges
Despite its growth, cosplay faces legal challenges, particularly around copyright violations. “There are gray areas where cosplayers operate under silent approval from copyright holders,” noted an industry insider. To avoid legal issues, cosplayers are encouraged to adhere to company guidelines and exercise caution with their interpretations.
As cosplay continues to thrive both domestically and internationally, it is poised to become a central pillar of Japan’s cultural exports, reflecting the creativity and passion of its enthusiasts.
