The objectives of this research were to: 1) study the definition and characteristics, and 2) study the lifestyle of subculture groups in Generation Y. This research is an exploratory research, using qualitative method; by interviewed 8 experts in music, movie, fashion and art/creativity of subculture groups, and conducted focus group discussion with 24 males divided into 4 groups of those fields of interest. It was found that subculture groups in Generation Y are people who have individuality and act in their own ways, about music, fashion etc. Their characteristics are the same as Generation Y in general, possess individuality, act no nonsense, oftenly expose to internet, response to emotional stimuli rather than functional one. Most of activities and interests are also the same as Generation Y, watching TV, listening to music, reading books and using internet. Subculture groups tend to deny mainstream music but prefer unpopular music from small companies, because of their values that want to be different and always question mainstream. Furthermore, they have positive attitude towards someone talented and successful on their own ways.