Why Penang’s tourism chief is defending cosplay — and why he’s right

At the CosWorld Festival opening in Penang on July 4, a state exco said something Malaysian politicians rarely say. Cosplay, he argued, is not eccentric dressing or attention-seeking behaviour. It is a legitimate platform for young people to find themselves.

Wong Hon Wai, Penang’s Tourism and Creative Economy Committee chairman, was speaking at the festival’s fourth edition. His audience was anime fans, costume builders and pop culture enthusiasts. His argument was simple. Cosplay develops real skills — costume design, character creation, photography and artistic expression. More than that, it gives shy and introverted young people a platform to step out of their comfort zones. Few other activities do that as well.

“It provides a platform for young people to express themselves and build confidence,” he said. “Many who are naturally shy or introverted can step beyond their comfort zones and showcase their talents.” Research backs that up.

Cosplay in Malaysia is not a fringe hobby

Malaysia has 16.7 million anime viewers — roughly 42.7% of the population. That makes Malaysia one of the most anime-engaged countries in Asia. The Comic Festival in KL draws over 60,000 visitors a year.

AniManGaki was founded in 2009 by fans for fans. It has grown into one of Malaysia’s most established anime, manga and cosplay conventions. Nijigen Expo, CosWorld and dozens of regional events fill the calendar year-round.

Japanese anime arrived in Malaysia in the 1980s through broadcast television. Doraemon, Ultraman and Dragon Ball became childhood staples across all three major communities. The generation that grew up on those shows is now in their 30s and 40s. They are raising children who stream Demon Slayer, My Hero Academia and Jujutsu Kaisen on Netflix and Crunchyroll. The fandom did not shrink. It grew.

Cosplay grew with it. What began as niche convention activity in the early 2000s has expanded into a full subculture. It now has pro photographers, competitive events and international teams. Malaysia has sent teams to the World Cosplay Summit — the Olympics of cosplay — and competed internationally.

What the research says about youth development

Wong’s argument about cosplay and confidence is not just anecdotal. A 2011 master’s thesis by Henrik Bonnichsen challenged the idea that cosplay is mere escapism. He argued it functions as an arena for identity creation. Participants actively shape who they are, rather than escape it.

A 2025 Malaysian academic paper found that anime, manga and gaming help Malaysian youth grow and develop. They meet real needs and build wellbeing. The same paper noted that cosplay gives participants a means of escape from daily pressures. That break may do a lot of good.

That matters in the Malaysian context. The IYRES and UNICEF Malaysia Youth Mental Health Index 2023 found stark numbers. One in 10 Malaysian youth experiences high stress. Three in 10 have moderate to severe anxiety.

Six in 10 experience mild to severe depressive symptoms. In that context, community and confidence matter. A dismissive label does not help.

Penang as a cosplay city

Wong also framed cosplay as a cultural asset for Penang, not just a youth hobby. “Penang is a city where diverse cultures converge and coexist harmoniously,” he said. “Penang moves forward by embracing what younger generations love,” he said.

That matters. George Town’s UNESCO status has long defined Penang’s identity outward — to tourists, to heritage bodies, to the world. But Penang’s identity also includes what its young people are building now. Not just what their grandparents left behind.

He also pointed to cosplay’s multicultural character. Cosplay brings Malay, Chinese, Indian and international participants together on the same stage. Shared passion for the same characters unites them. “If a costume can bring young people from different backgrounds together to respect one another, then cosplay is more than entertainment,” he said.

Wong said the misunderstanding persists. Cosplay still gets called eccentric or attention-seeking. He pushed back hard. Done well, he said, cosplay nurtures imagination, builds potential and strengthens community.

The CosWorld Festival at Island 88 was its fourth edition. It is one of a growing number of events. The community Wong is defending is not going anywhere. It may not need defending for much longer.