Stella Chuu never planned on making a living by dressing up as video game and anime characters. But over the past 15 years, the cosplayer and content creator has built a thriving business transforming herself and other streamers through elaborate costumes and makeup.

“I’m a content creator. I make costumes for myself. I make costumes for other people. I make funny videos in and out of cosplay,” Chuu explains. Her work spans the worlds of anime, video games, movies, and comic books.

Chuu’s journey reflects the growth of the creator economy, where individuals can now make a living by producing content across social media platforms. What started as a hobby has become a full-time career for Chuu, who now runs a 3,000 square foot workshop and travels to 20-30 conventions annually.

The Business of Transformation

Chuu’s signature offering is transforming other streamers and content creators through custom-made costumes. This niche has allowed her to stand out in a crowded cosplay and creator landscape.

“I don’t really know of any other content creator who makes costumes like this,” Chuu says. “It’s become my thing. They’re like, ‘Oh, it’s Stella. She transformed that guy and that girl.’ That’s how I get known.”

The process typically takes 1-3 months per costume. Chuu works closely with clients to design bespoke outfits tailored to their measurements and mobility needs. Her client list now includes voice actors, musicians, and major YouTubers and Twitch streamers.

“I provide them with this bespoke, one-of-a-kind costume, perfect to their measurements,” Chuu explains. She’s fully booked months in advance, juggling multiple projects simultaneously.

One of her most complex creations was for Shibuya Kaho, a Japanese cosplayer and translator. Kaho wanted to dress as Speed from the anime One Piece – a centaur character with a horse’s body. 

“I never made a horse butt before, but I managed to engineer that together,” Chuu says. The project required her to develop new skills and problem-solving techniques.

The Business Behind the Cosplay

Running a content creation business involves much more than just making costumes. Chuu has had to develop business acumen and adapt to an ever-changing digital landscape.

“I really want to figure out what is the best way to monetize what I do so that I can continue to do it,” Chuu says. “And I’m very good at adapting.”

Over the years, Chuu has expanded from Facebook pages and Instagram to YouTube, Twitch streaming, and now short-form video on TikTok and Instagram Reels. She’s also explored monetization avenues like Patreon.

“I want to be a content creator for as long as possible before I can feel that my retirement is impending,” Chuu says. “But I still haven’t seen that happen. I’ve still just been growing steadily over time.”

Unlike viral sensations who gain millions of followers overnight, Chuu has focused on steady, sustainable growth. She advises new creators to take a similar long-term approach.

“Don’t try and become famous overnight,” Chuu recommends. “Focus on a strategy. Come up with your plan, come up with the adaptability. Don’t say no to new things.”

The Importance of Networking

One surprising business skill Chuu has developed is networking – specifically at convention after-parties and hotel bars.

“That’s where all the marketing people are. That’s where all the finance people are,” Chuu explains. “Everyone who’s there for business, those are the people you want to work with, so you get buddy with them. That’s what networking is.”

Chuu argues that building relationships with marketing professionals at major companies can be more valuable than chasing viral fame. These connections often lead to future projects and collaborations.

“Become friends with marketing people at these companies because their job is extremely stressful and they don’t have time to source the internet,” Chuu advises. “They don’t have time to go watch all of these TikToks and YouTube videos and scroll through Instagram to find a specific photo or whatever they want.”

Managing the Business

To handle the business side of her work, Chuu relies heavily on her husband, who acts as her manager. He handles emails, meetings, and brand deals while Chuu focuses on creating content.

“When people are starting out, I think that they’re putting too much pressure on themselves to do it all themselves,” Chuu says. “To have a team behind you helping, having your friend, having your family, it’s really important.”

Chuu believes creators should focus on the aspects of the work they enjoy and excel at, while delegating other tasks. “As soon as you start doing things that you don’t like, you won’t want to do them and you won’t do them well,” she explains.

When it comes to brand partnerships, Chuu is selective. She’s particularly cautious about working with NFT and AI companies, viewing many of their pitches as potentially misleading.

“I’m gonna wait until this goes somewhere else and feels a little bit more legitimate,” Chuu says of AI partnerships.

Challenges of Creator Life

While content creation can appear glamorous from the outside, Chuu is quick to dispel misconceptions about the lifestyle.

“[People think] that we make a ton of money,” Chuu says. “There’s only a small portion of content creators who make a lot of money and a lot of it’s overhead as well.”

She estimates that for many creators, 90% of earnings go back into content production. High tax rates for self-employed individuals also cut into profits.

“I feel like every content creator needs to take a finance class,” Chuu says. She notes that there’s a significant need for financial professionals who specialize in working with content creators.

The creator economy also requires mental fortitude to handle criticism and negative comments. “Every content creator has to have a strong mindset. You have to have really thick skin,” Chuu advises.

Evolving Landscape

The creator economy has changed dramatically since Chuu started in 2011. One of the biggest shifts has been toward short-form video content.

“The biggest change, and it’s still relevant right now, is short form,” Chuu says. “All platforms are realizing that short form is the best way to not only push content, but promote advertisements.”

This shift has been challenging for creators who built their following on photo-based platforms. “Don’t even bother posting a photo. Don’t even bother taking a pretty photo anymore. No one cares. Everyone wants a video,” Chuu observes.

Looking ahead, Chuu is excited about the rise of VTubers – content creators who use digital avatars instead of showing their real faces.

“I love that VTubers have been blowing up,” Chuu says. “I want to see where it’s going to go in the future because the fans are fanatical and the creators are passionate and they are consistent.”

Advice for Aspiring Creators

For those looking to build a career in content creation, Chuu emphasizes the importance of persistence and adaptability.

“My advice to new content creators is to don’t try and become famous overnight,” she says. “Focus on a strategy. Come up with your plan, come up with the adaptability. Don’t say no to new things.”

She also advises creators to start with YouTube content early, noting that she wishes she had established that habit sooner in her career.

“I really wish I got into YouTube more and gotten into the ritual of doing, like, really get into the habit of doing YouTube,” Chuu reflects. “Short form is so much easier for me. I was able to adapt to that so fast, but YouTube was always a struggle for me.”

Chuu notes that many Twitch streamers struggle to transition to YouTube because of the different content styles required. While Twitch rewards long-form, unedited streams, YouTube demands more polished, produced content.

“Twitch streamers don’t script, you know, they’re not actors, they’re not producers, they’re not writers. And YouTube’s the opposite,” Chuu explains.

The Future of Content Creation

As the creator economy continues to evolve, adaptability remains key. Creators like Chuu must constantly learn new skills and pivot to new platforms to stay relevant.

While challenges remain, including financial instability and mental health pressures, the opportunities for creative individuals to build businesses around their passions have never been greater.

For Chuu, the journey from hobby cosplayer to full-time content creator and costume designer has been unexpected but rewarding. As she continues to transform herself and other creators, she’s helping shape the future of digital entertainment one costume at a time.