Photo provided by Heidz Dee

Not just during Halloween, Heidz Dee dresses up as various glamorous characters.

People like her are called "Cosers".

Since 2012, she has cosplayed many characters and won competitions, earning her a modest reputation in the Australian cosplay community.

But she said,

"It's a very, very small market."

What is cosplay? Is it popular?

Cosplay is a Japanese portmanteau of the English term “Costume” and “Play”. As the name implies, it means wearing different costumes to play different roles and the performers are called "Cosplayers" or "Cosers".

In the realm of cosplay, any role can be played.

Popular choices include virtual characters from anime, animation, movies, games, real-life personalities and even characters created by the cosplayers themselves.

On websites selling cosplay costumes, there will always be many character categories.

Japanese anime - Naruto

American drama television series - Game of Thrones

Shooter game - Overwatch

American superhero film - Deadpool

Cosplay originated from fans dressing up at science fiction conventions and since the 1990s, the number of people participating in cosplay has rapidly increased, making it a significant aspect of popular culture in Japan, as well as other East Asian and Western communities.

Until now, Cosplay has evolved from a subcultural hobby into a mature industry.

Japan, as the "birthplace of cosplay", had a domestic shipment value of 43.5 billion yen (approximately AU$431 million) in the otaku market (costume play) in 2015, but due to the impact of the COVID-19 pandemic, it fell from 35 billion yen (approximately AU$347 million) to 24 billion yen (approximately AU$238 million) in 2020.

Cosplay In Australia

I cannot pinpoint the first Australian coser, but there was a defining moment when cosplay transitioned into a communal activity.

The Campus Club Phase

According to Emerald L. King's research, as early as 1998, four Anime and Manga clubs from Melbourne universities organized an anime activity.

The Commercialization Phase

In 2002，the for-profit Animania and Supanova Pop Culture Expo began in New South Wales.

The Internationalization Phase

Starting in 2012, U.S.-based international conventions like Oz Comic-Con and PAX (Penny Arcade Expo) entered the Australian market.

Source: Oz Comic-Con Website

Source: Oz Comic-Con Website

Australia has witnessed the rise of numerous renowned conventions, including PAX, Oz Comic-Con, SMASH, Animaga, Supanova and more, while the cosplay community continues to expand.

On Facebook, some cosplay-related groups have already amassed over 10,000 members.

According to John Reading from Lumins Workshop, a provider of custom services for the Australian cosplay community,

"Multiple sources have all estimated there are around 30,000 cosplayers in Australia!"

What is the cost to become a cosplayer?

Wanting to become a cosplayer is just like online shopping: it's not difficult at all as long as you are willing to spend money.

A complete basic cosplay set involves a wig, makeup, costume, shoes, props, accessories, contact lenses and more.

Shopping online is the easy way.

Datbaka is a well-known cosplayer on Instagram with over 5376 followers.

The character he played is Zoro from the Japanese anime "One Piece".

It is an entry-level character which means costumes and props readily are available for purchase online.

Wig: AU$24.29 (Amazon) - AU$31.50 (eBay) - AU$65.00 (Animecosplay)

Costume: AU$52.99 (eBay) - AU$84.86 (MicCostumes) - AU$130.00 (Animecosplay)

Shoes: AU$76.81 (AliExpress) - AU$115.00 (Animecosplay)

Earrings: AU$9.42 (MicCostumes) - AU$11.95 (eBay) - AU$30.00 (Animecosplay)

Sword set: AU$148.99 (eBay)

Spending over AU$300 for one character is a normal thing, it will be more expensive if you choose more challenging cosplay, such as when Heidz Dee played Jester Lavorre from Critical Role.

“I invested in some new tech to make pieces like the horns and tail which was mechanical and had a motor in it to move. I believe it cost me AU$400.”

Customizing super-niche characters can be done through Etsy, but the prices may not be affordable for everyone.

For example, you can customize the upper body of the robot C-3PO from the Star Wars and you will have to figure out the lower body on your own.

But if you are skilled in DIY, then there wouldn't be a problem at all.

Droid Protocol has a strong interest in engineering and sewing. He is skilled in repairing cars and motorcycles. After ending his career as a DJ, he turned to cosplay.

He has always been a super fan of "Star Wars" and crafted this C-3PO costume.

DIY is common among cosplayers, but it doesn't mean there's no cost involved.

Droid protocol spent more than nine months building and another three months redesigning and rebuilding his C-3PO costume.

"If I had to put a price on my time to build it I hate to think how much that would be!"

Heidz Dee is also a DIY enthusiast. She has purchased three sewing machines, a 3D printer, a vinyl cutter and more, the total expense of which she tries not to think about.

Photo provided by **Heidz Dee**

Photo provided by **Heidz Dee**

Buying costumes from regular shop - Closet Cosplay

Some characters' costumes closely resembles everyday wear, such as the popular shirt worn by Makima from the Japanese anime "Public Safety Saga."

Photo provided by Koizo

Photo provided by Koizo

However, the expenses don't end there.

Any character requires makeup and styling and if one attends conventions in another place, there are also costs associated with transportation and accommodation.

How to make money in Cosplay?

Having invested so much, there are also channels to make money.

Datbaka has already earned approximately AU$20,000.

"I get AU$300-$600 per event and I used to sell personalised and signed poster prints and send them out. I also dabbled in selling props and costume parts."

Heidz Dee

"I have earned by being asked to be a guest at a convention to judge a cosplay comp and by being on panels at events outside of conventions. Appearance fees are as low as AU$200 upwards. "

For cosplayers, the most common way to make money is by participating in cosplay competitions or attending events. TC, the Champion of Cosplay at Oz Comic-Con held in 2022, was awarded a AU$3000 cash prize.

Or they may sell products to fans, recommend products for cosplay companies and sell cosplay costumes and props.

But in the cosplay market, most cosplayers still find it hard to make ends meet.

Who is making the big money then?

It is evident that suppliers make the most profit.

A report indicates that the global cosplay costumes market is expected to reach about US$23,008 million by 2030.

From the locations of ten popular online shopping websites in Australia, it is apparent that the most money spent by Australian cosplayers flows to China.

Another group that profits is the cosplay event organizers.

SMASH is a well-known Anime convention. Ian Teh, Public Relations Officer from SMASH, said it achieved a record high of 28,000 attendees in 2022.

"Any profits made through ticket sales, merchandise, sponsorships, and marketing packages during each annual event."

Shoot: Jingke You

Ticket Revenue

SMASH's ticket price ranged from AU$48.80 to AU$61.10 in 2022. Rough calculation, the ticket revenue was over AU$1.3 million.

PAX, the largest gaming convention in Australia, according to The Age, attracted over 80,000 attendees in 2023. The lowest ticket price for a single day was AU$65.50, so the ticket revenue will be over AU$5.2 million.

Marketing Packages

Exhibitors, such as gaming companies, electronics vendors, cosplay costume sellers and others, are also crucial components of the event.

A full table package for exhibitors is AU$390.00 at SMASH. PAX did not disclose specific prices but had over 180 exhibitors in 2023.

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How far we are?

In Australia, only a few cosplayers can truly consider "Cosplay" a profession.

For many cosplayers, cosplay is just a hobby and it only becomes a "part-time" job when they achieve sufficient success.