In this millennial generation, everyone wants to be the center of attention. They want to get attention from others and this is how cosplay gained popularity in Indonesia. Through their cosplay, people are able to gain others attention. One of the main selling points of cosplay is their unique and colorful attributes. Such as their wigs and costume. Up to date characters and highly detailed costumes are some of the determining factors to get a successful cosplay. Costume makers, costume sellers, photographers see that opportunity to make money from it and make it into a sustainable source of income. The purpose of this research is to study how they communicate with the cosplayers to promote then sell their products and services with e-marketing; and also explore in depth what kind of intercultural elements are implemented during the exchange. This will prove that in this generation, online marketing is as effective as offline marketing. The data in this research is based on observation, documentation, and interview from relevant participants.

Keywords : Cosplay, Costume, Business, E-Marketing, Social Media.