The
Challenge
Hi-Chew, the famous fruity chewy candy from Japan, was on the cusp of a U.S. breakthrough. With limited awareness stateside and the return of its Mystery Mix for Fall 2025, the brand needed an unforgettable reintroduction. One that would hook Gen Z, light up social feeds, and prove Hi-Chew is more than just candy, it’s a cultural moment.
Relationship
Opportunity
Hi-Chew already had a cult-like following, but
Halloween was the perfect time to turn curiosity into obsession. The return of their Mystery Mix set the stage for a playful activation built to hook Gen Z with something fruity, chewy, and a little spooky. We had to spark excitement, flood social feeds, and give influencers a candy-colored playground. More than that, it was the chance to make Hi-Chew the candy Gen Z can’t stop sharing (or chewing).
Our
Solution
Instead of creating another typical sampling venue, we built a space that was part fun house, part escape room where the candy itself was the key to unlocking the mystery flavor. Welcome to The Hi-Chew House of Mystery. Led by mascot Chewbie, the experience was all fruity fun, packed with Mystery Mix tastings, interactive games, share-worthy photo ops, and surprise giveaways. More than an activation, it was a candy-coated adventure designed to keep Gen Z playing, posting, and chewing.
Results
distributed
over three days
dwell time
