In its interaction, ethnic Chinese in Indonesia, especially in Surabaya, have been long and often labeled by other community groups with negative stigma. This negative stigma has been going on for decades in the context of inter-community interaction in Surabaya. The decades-long interaction process gave birth to efforts by ethnic Chinese to change their negative stigma. The purpose of this article will examine the efforts and obstacles of ethnic Chinese in an effort to reconstruct the negative stigma attached to them in the Reformation era. This research article uses data from field observation and also uses library reference data. Using a qualitative approach, this research takes into account the various actions in the intercultural social interactions between Chinese and the local communities in the city of Surabaya through the conception of stigma.