Halloween in China: How do companies leverage this event?
Long perceived as an imported curiosity, Halloween is now establishing itself in China as a genuine cultural and commercial event, particularly in large cities and among Gen Z and Millennials. Some brands have found the recipe for turning this Western holiday into marketing gold by creating memorable and shareable experiences.
On the Chinese side, Luckin Coffee appeals with its digital and local approach, while Heytea combines culinary innovation, minimalist design, and immersive experiences to captivate the younger generation.
On the foreign side, Shanghai Disneyland, the largest Disney park in mainland Asia, transforms Halloween into a spectacular event, combining immersive decor, exclusive merchandise, and themed entertainment.
For local brands, Halloween is becoming a prime opportunity for expression. Limited edition drops, collaborations with licensees, user-generated content on RED and Douyin, and family-friendly in-store activations have all featured this year. Marketing calendars for 2025 are already marking it as a key impulse-buying moment that is not to be missed.
Two effective local strategies
1- Luckin Coffee
The popular local brand quickly realized that Halloween is approached in a completely different way in China. Consumers see this holiday as an opportunity to create content (such as UGC) for social media or to spend time with their friends. The scary aspect of Halloween is not the main focus in China.
Luckin Coffee jumped at the opportunity to turn this celebration into a giant cosplay event. Thanks to a collaboration with Demon Slayer, the hit Japanese manga series, Luckin Coffee was able to expand its target audience.
The launch of its own limited edition Demon Slayer collection had fans of the series captivated, encouraging more frequent, sometimes impulsive purchases. Stickers to swap, personalized cups, and small collectibles turned each visit into a step towards completing the collection. And since some items were only available with bundle offers (2–3 drinks = 1 exclusive item from the collection), this generated additional purchases and group orders, which produced great results for Luckin Coffee.
2- Heytea
Chinese premium tea brand Heytea chose a different approach to Halloween 2025, focusing on cuteness rather than terror. In collaboration with Sanrio, it launched a collection of limited-edition cups and themed reusable bags, combining kawaii aesthetic with local identity. The experience also extended to Wechat, mixing AR/VR and mini-games with instant rewards, encouraging users to share content on their social media pages.
In stores, the complete outfit of the teams and the decoration of the points of sale ensured visual consistency throughout the campaign. Thanks to this omnichannel approach, through products, digital, retail, and customer experience, Heytea has transformed Halloween into a sweet and immersive moment of engagement, confirming its positioning between technological innovation and accessible brand storytelling.
Why is it working ?
The ‘cute’ universe broadens the target audience and removes cultural barriers, the rarity of the cups creates desire and repeat purchases, AR transforms the packaging into shareable content, and the mini-game directly links digital to sales via coupons. The Sanrio license brings credibility and reach, the staff create memorable moments, and omnichannel integration reduces friction at the counter – a combo that generates both viral activity and conversion.
Shanghai Disneyland opts for an attractive international strategy
Disneyland reinvented Halloween in Shanghai with distinctly local magic, preferring the “cute” and interactive to Western thrills in order to appeal to Chinese families.
From October 4 to November 1, 2025, the park was completely transformed with immersive decorations, themed lighting, photo zones, exclusive character costumes, and a nighttime parade featuring the Villains. Seasonal merchandising was everywhere with the limited edition 2025 Halloween Mickey & Friends Series and special editions of Zootopia, while gastronomy became an integral part of the experience with pumpkin desserts, villain-themed drinks, and themed dishes.
The activation extended into the digital realm thanks to a WeChat mini-program offering challenges and rewards, encouraging visitors to share their experience on Douyin and RED. This phygital approach, orchestrated across multiple channels (app, park map, queues, notifications), created both a sense of urgency and strong viral potential, while maximizing time spent in the park and average basket size.
Disney thus succeeded in making great use of its worlds, offering accessible thrills and transforming them into lasting memories, making for an unmissable and unforgettable experience, in physical, digital, and culinary terms.
Are you an international company or organisation looking for support with your digital marketing in China? Contact us, and we will offer you a tailor-made solution, whether for marketing on WeChat or collaborations with KOL-influencers in China.
