Another Halloween season is here, with parks and malls across the country offering a variety of Halloween-themed activities. Are you ready?
It’s reported that this year, the Happy Valley Group has coordinated seven Happy Valleys nationwide to launch the major “Trendy Halloween” event, delivering festive thrills for Halloween fans. A lineup of horror-filled and exciting themed haunted houses, wildly imaginative haunted performances, and whimsical interactive experiences suitable for families bring more style and excitement to visitors.
Of particular note, this year’s Happy Valley Halloween event not only embraces multicultural elements but also pioneers cross-industry IP collaborations. Partnering with NetEase’s hit mobile game Identity V and the tomb-raiding epic Ghost Blows Out the Light, among other major IPs, the park has created highly authentic haunted house spaces. These offer guests multi-sensory, immersive experiences that bridge the online and offline worlds for an electrifying thrill ride. There’s also a Douyin challenge, letting visitors capture the magic and showcase their true selves at Happy Valley.
Happy Valley Halloween teams up with popular IPs
Halloween events have always been a hit with young people, and it’s clear that this year’s Happy Valley Halloween theme brings breakthrough changes compared to previous years. For the first time, the Happy Valley Group has synchronized IP-collaborative Halloween events across all seven locations nationwide, integrating elements from NetEase’s asymmetric competitive mobile game Identity V into the Halloween festivities. Each of the seven Happy Valleys features haunted houses and performances with IP-themed designs, using the park’s unique layout to authentically recreate game scenes. Visitors can immerse themselves in a dark gothic, suspenseful atmosphere, tackle thrilling and brain-teasing escape puzzles, and even interact closely with in-game characters for a fully sensory, heart-pounding experience. It’s also reported that the Identity V mobile game has incorporated Happy Valley Halloween elements in sync, making this seamless blend of game and reality a dream come true for gamers and Halloween lovers alike.
As China’s leading theme park chain brand, Happy Valley has spent 20 years growing alongside generations with its diverse, inclusive, fashionable, and energetic events, particularly resonating with those born in the '80s and '90s. Since the establishment of the Happy Valley Group, the brand has swiftly responded to market trends, especially in brand coordination—boldly propelling Happy Valley into the National Brand Plan as a TOP brand, solidifying its position as the leader in the theme park industry. It has also tapped into traffic trends by collaborating with high-traffic platforms such as Running Man and NetEase Games, rapidly promoting its brand image to the next generation of young consumers. At its 20th anniversary, the brand launched a series of marketing initiatives, including a celebratory month of public benefits and a gala event, capturing significant market attention and sparking widespread discussion.
It’s evident that the Happy Valley Group’s collaboration with Identity V for the Halloween event is part of a well-planned, expanding partnership. As early as the summer, the Happy Valley Group had joined forces with Identity V to host the “COA Summer Treasure Journey” festival, gradually achieving deep IP integration. Now, the launch of the Identity V-themed haunted house and IP culture marks yet another successful case of cross-industry collaboration for Happy Valley. By choosing platforms with high audience overlap and strong brand alignment, both parties achieve mutual benefits while offering visitors unprecedented experiences.
Seven Happy Valleys keep the Halloween “fun” going
It’s reported that Happy Valleys across the country have launched a variety of fantastical, thrilling Halloween-themed events, keeping the excitement going from day to night without pause.
Continuing its 20th-anniversary celebration, Shenzhen Happy Valley’s Trendy Festival incorporates cutting-edge tech, investing heavily to create the high-tech interactive haunted house Skull Island. The festival also features seven trendy themed zones, nine spooky haunted houses, and ten stylish haunted shows, encouraging close interaction to ignite the carnival’s climax.
Beijing Happy Valley embraces “tomb-raiding” culture with its “It’s Dark, Get Scared” magical Halloween theme. The park offers five IP-themed haunted houses: Ghost Blows Out the Light – Yunnan Insect Valley, the Lost City of Jiayu, Yellow Weasel Legacy, Identity V, and the 360° Amusement Park; along with seven themed areas, five specialty experience halls, nine mysterious installations, and over 200 ghosts and monsters, creating a uniquely IP-infused magical Halloween.
Youthful and “hype”-driven Chengdu Happy Valley unveils its “Halloween Decade: Soul Return Festival,” featuring a Rock ‘n’ Roll Soul Ceremony and an energetic music festival packed with “ghosts.” Rock bands like DJ Sawl and SKY deliver soulful performances, while the “Parallel Horror Apartment Rock World” lets visitors sleep “close” to the spirits.
Shanghai Happy Valley presents the “Trendy Halloween Season,” staying ahead of trends with cutting-edge technology effects. Seven classic themed zones transform overnight into eerie domains such as Meiluo City, the Dreamless Underworld, the Spirit Valley, the Elf Kingdom, and Winston Manor. A 500,000-strong crowd enjoys a nine-day scare fest, with successive stylish performances and a variety of Halloween celebrations delivering a brand-new, thrilling experience.
Wuhan Happy Valley, celebrating its seventh Halloween, ignites the “Number 7” cross in the park, debuting the exclusive “Halloween Mischief Festival.” As dark curtains rise, Mexican Day of the Dead figures, chainsaw-wielding killers, pumpkin sprites, and other Halloween creatures awaken. A hellish, wolf-shaped flamethrower leads the charge, followed by the wildly imaginative Ghost Parade, launching an exhilarating party to make for an unforgettable night of screams.
Tianjin Happy Valley’s Halloween Night unveils the first-ever water-themed limited-edition haunted house, authentically recreating eight Identity V game scenes at Maya Beach Water Park, bringing iconic game characters to life. Coupled with the popular Ghost Blows Out the Light IP, the park crafts a tomb-raiding haunted house, allowing guests to join tomb-raiding pioneers in confronting ancient spirits. Technology and adventure blend for a chilling yet thrilling Halloween.
Chongqing, the foggy city, naturally exudes a spooky vibe. Leveraging this advantage, Chongqing Happy Valley launches the “It’s Dark, Enter the Valley” Halloween theme. For the first time during the Happy Valley Halloween Festival, the park connects both Happy Valley and Maya Beach Water Park, enabling ghostly fun across both venues. A massive 1,000m² real-scene haunted house takes terror and thrills to the next level.
Additionally, Happy Valleys nationwide offer free DIY ghost makeup experiences and themed Halloween treats, inviting every visitor to dress up, sample dark cuisine, and join wild Halloween parties.
Halloween fun continues with exclusive deals across seven Happy Valleys
During the Halloween event period, to thank fans for their ongoing support, the official websites and WeChat ticketing platforms of all seven Happy Valleys offer special discounted tickets and promotional activities. Moreover, the Overseas Chinese Town Cultural Tourism Festival is in full swing — for just 100 RMB, a Huacheng Tour Card grants access to over 50 high-quality scenic spots under Overseas Chinese Town and more than 100 performance events. For details, follow the “Huacheng Tourism” WeChat account or visit the “Huacheng Tourism” official website to secure your pass.