THEY came clad in a dazzling array of costumes and vibrant fashion accessories, from colourful wigs and dramatic face paint to oversized swords and sleek commando gear.

Some transformed into beloved anime characters, while others dressed as powerful warriors and iconic fantasy figures, drawing curious stares and delighted smiles from shoppers and fans alike.

It was a visual spectacle at the 1st Avenue Mall in George Town, where the third edition of the CosWorld Festival is being held from July 4 to 6. Once again, the annual event has turned the mall into a buzzing hub of creativity and pop culture celebration, attracting cosplay enthusiasts of all ages eager to showcase their passion, talent, and imagination.

State EXCO for Tourism and Creative Economy Wong Hon Wai, who officiated the event at the mall today, acknowledged that cosplay continues to face misunderstanding and stigma in some segments of society.

Explaining that “cosplay” is a blend of the words “costume” and “play,” Wong said it refers to the art of dressing up and performing as fictional characters.

He noted that unfamiliarity with anime and pop culture has led some to view cosplay as frivolous or attention-seeking. The exaggerated designs or adult themes of certain characters have also led to unfair stereotypes, painting the entire community as inappropriate or provocative.

“What is crucial is to reaffirm cosplay’s positive potential when practised responsibly. When embraced healthily and constructively, cosplay is a powerful tool for imagination, creativity, and personal growth,” Wong said in his speech.

“It encourages young people to develop hands-on skills in design, craftsmanship, and performance. More importantly, it provides a safe space for self-expression and confidence-building, allowing even shy and introverted individuals to “become the hero” and overcome personal barriers.”

He also highlighted the communal aspect of cosplay, noting how it fosters teamwork, shared passion, and social interaction.

“What is particularly heartening is that in Malaysia, the cosplay community has become a microcosm of unity in diversity. Youths from all ethnic backgrounds — whether Chinese, Malay, Indian, or international participants — come together on a shared platform, connected by a common love for art, character, and imagination.

“In a multicultural society like ours, if a costume and a mask can bring people together, fostering mutual respect and appreciation, then cosplay becomes not just entertainment but a bridge between cultures and a celebration of shared humanity,” Wong added.

He noted that today, cosplay is more than just a fan-driven movement; it has grown into an emerging pillar of the global creative economy.

Quoting a report by Business Wire Inc., part of the Berkshire Hathaway Group, Wong said the global cosplay costume market was valued at USD 4.625 billion in 2020 and is projected to grow to USD 23.008 billion by 2030, with a compound annual growth rate (CAGR) of 17.4%. Such figures, he said, reflect cosplay’s increasing influence and its potential as a driver of cultural and economic value.

He also cited industry insights from venture capital firm Konvoy, which indicate that around 64% of cosplay enthusiasts are women, underscoring not only the inclusiveness of the community but also the vital role women play as creators and leaders in the field.

“Nearly 60% of cosplayers are aged between 23 and 29, underscoring cosplay’s appeal to the younger generation as a vibrant, expressive, and creative outlet,” said Wong, who later went to Gurney Plaza to officiate the Chocolate and Coffee Festival 2025 (July 4-6).

CosWorld founder Richard Lim said this year’s three-day festival features a range of exciting events, including the E-sport: HOK Community Gathering, an anime-themed motorcycle exhibition organised by the Malaysian Itasha Movement, the Mini 4WD Race Challenge by NEC, a Trading Card Game Gathering, as well as board games and interactive game booths under the CosWorld Festival banner.

He also expressed his appreciation to 1st Avenue Mall general manager Tracy Tan Ling Hong for her continued support in hosting the festival.

Story by K.H. Ong

Pix by Siew Chia En