This study aims to analyze the use of "Self-Love" affirmation cards as a branding strategy by KegelisahArt Community in an effort to increase self- love in Generation Z. This is a qualitative study that uses a case study approach to gain a thorough knowledge of how affirmation cards are used, received, and how they influence the self-perception of Generation Z, particularly members of the KegelisahArt Community. The data collection method involves in-depth interviews with internal parties such as CEO & Founder, Copywriter & Sales, and Advertisement Manager, 6 members of the KegelisahArt community; 3 have cards, 3 do not. Not only that, but interviews are also conducted with expert sources, namely clinical psychologists and practitioner lecturer in the field of branding. Additionally, researcher also conducts content analysis from social media and community related materials. These data are analyzed through the process of reduction, presentation, and drawing conclusions. The results of this study indicate that the background of each individual, especially Generation Z, will greatly influence the success of the branding strategy implemented by KegelisahArt community through the use of self-love affirmation cards. The conclusion of this study highlights the importance of a branding strategy centered on strengthening positive values such as self-love in reaching and influencing Generation Z

Keywords: Affirmation Cards, Self-Love, Branding Strategy, Generation Z, KegelisahArt Community