In a competitive service industry, especially in the airline industry, cabin crew as the front liner will play an important role to deliver a high quality standard of services to passengers to enable companies to differentiate their products and services and fulfill passenger expectation. In the digital era, the presence of social media can become a great tool for marketing communication to create positive image of the company and increase profitability. Being human, however, cabin crew also has interactionin social media which would relate to the emotional labor that might cause negative and positive impacts to the companies. This qualitative research has described the phenomenon between cabin crew and social media in Citilink Indonesia, one of Indonesia’s low-cost carriers. This research showed that social media has become the closest communication tools for cabin crew to express their deepest emotion. In addition, cabin crew’s engaging in deep acting has been regarded as a “good faith” type of emotional labor because crew cabin understands that all work must begin with sincerity. Finally, Agent of Culture, Trainer and Senior Cabin Crew at Citilink Indonesia are the heroes who best represent or personify the cultural values as concrete role models of behavior that will demonstrate what is achievable in Citilink.