HI-CHEW® is bringing spooky fun to Southern California with the HI-CHEW® House of Mystery, a limited-time Halloween pop-up at Irvine Spectrum. Fans can explore immersive rooms featuring beloved flavors like Blue Raspberry, Candy Apple, and Sweet & Sour Watermelon, plus a brand-new Mystery Flavor.
Guests will enjoy candy-themed games, photo opportunities, and the chance to win prizes. Made with concentrated fruit juices and gluten-free, HI-CHEW® offers a fruity, chewy treat for all ages this Halloween season.
A hauntingly sweet adventure
From October 24-26, 2025, Irvine Spectrum will host the HI-CHEW® House of Mystery, an immersive Halloween pop-up where fans can step into a world of playful scares and vibrant flavors.
The experience is centered around the launch of the all-new HI-CHEW® Mystery Mix, featuring a surprise flavor that challenges attendees to guess before its official reveal on Halloween.
Guests are welcomed by Chewbie, the brand mascot, dressed as a witch, surrounded by colorful, Halloween-themed decor inspired by the Mystery Mix packaging. Visitors can explore multiple rooms, including:
- Blue Raspberry Room
- Candy Apple Room
- Sweet & Sour Watermelon Room
- Mystery Flavor Room
Each room offers games, candy tastings, and interactive challenges designed to test participants’ flavor intuition.
Why this matters
- The event engages fans with a hands-on brand experience.
- Offers a fun, multi-sensory way to sample new and favorite flavors.
- Encourages social sharing with Instagram-ready photo setups.
- Aligns with seasonal marketing trends in immersive brand activations.
According to Teruhiro Kawabe, Chief Representative for the USA & President, CEO of Morinaga America, Inc.:
“With our new Mystery Mix, we had the chance to create something truly special to celebrate Halloween. We can’t wait for our fans to experience the HI-CHEW® House of Mystery and share this moment with friends and family.”
Sweet treats behind the scenes
HI-CHEW® crafts each candy using concentrated fruit juices and a carefully perfected chewy texture formula developed over the years. The Mystery Mix combines classic favorites with a brand-new, unrevealed flavor, adding an extra layer of intrigue.
Morinaga America’s innovative candy development team works year-round to experiment with flavors, textures, and packaging to make seasonal releases like this one a must-try experience for candy enthusiasts.
Can’t make it in person?
Fans can join the online guessing game at HI-CHEW Mystery Mix Up. Correct guesses enter participants to win a $2,500 Visa Gift Card and an assortment of HI-CHEW® candy and merchandise. The first 100 entries also receive a Mystery Prize Pack.
Sweet conclusion
The HI-CHEW® House of Mystery pop-up is more than just candy; it’s a fully immersive experience that blends flavor, fun, and social engagement. As brands increasingly turn to experiential marketing, HI-CHEW® stands out by creating memorable, interactive moments for fans of all ages.
Whether you attend in person or join the online challenge, this Halloween promises fruity thrills and chewy surprises.
For more insights, feel free to contact us or explore our range of products and private label options!
FAQs
A limited-edition assortment of favorite flavors like Blue Raspberry, Candy Apple, Sweet & Sour Watermelon, and a new Mystery Flavor.
October 24-26, 2025, at Irvine Spectrum, California. Hours: 10 am-10 pm (Fri & Sat), 10 am-9 pm (Sun).
Yes! Made with concentrated fruit juices, gluten-free, and contains no colors from synthetic sources.
