HI-CHEW Unleashes a Frightfully Fun Halloween Pop-Up in Southern California with the HI-CHEW House of Mystery

This immersive, candy-filled adventure dares fans to solve a spooky flavor mystery while enjoying games, giveaways, and surprises around every corner.

(IRVINE, Calif.) October 15, 2025 – HI-CHEW®, the immensely fruity, intensely chewy candy, is conjuring up its spookiest event yet: the HI-CHEW® House of Mystery, an immersive Halloween pop-up in Southern California. For one weekend only, fans can step inside a world of playful scares, vibrant flavors, and candy-themed challenges to celebrate the launch of the all-new HI-CHEW® Mystery Mix (available while supplies last).

This limited-edition mix features beloved flavors like Blue Raspberry from the Fantasy Mix, Candy Apple from the Dessert Mix, and Watermelon from the Sweet & Sour Mix, plus one brand-new, mysterious chew that dares fans to guess the flavor. The pop-up HI-CHEW® House of Mystery will challenge visitors to solve the Mystery Flavor before its official reveal on Halloween day, with a haunting twist!

The HI-CHEW® House of Mystery will be open from Friday, October 24 through Sunday, October 26 at Irvine Spectrum (near Dave & Buster's) in Irvine, California. The hours of operation are as follows: 10am - 10pm on Friday and Saturday, and 10am - 9pm on Sunday.

Upon arrival, guests will be greeted by HI-CHEW®'s mischievous brand mascot Chewbie, dressed in a festive witch costume and stirring up sweet trouble. The colorful, Halloween-themed exterior, inspired by the Mystery Mix packaging, sets a delightfully spooky scene and offers the perfect backdrop for Halloween photos. In addition to Chewbie, the design features a haunted house and a shadowy forest bursting with HI-CHEW®, all centered around Chewbie's bubbling cauldron of flavor where a brew of the elusive Mystery flavor is sure to spark curiosity and ignite the imagination.

For those who dare to enter the HI-CHEW® House of Mystery, a multi-sensory flavor adventure awaits. Guests will journey through a series of immersive rooms including the Blue Raspberry Room, Candy Apple Room, Sweet & Sour Watermelon Room and Mystery Flavor Room, each inspired by a signature HI-CHEW® flavor. Along the way, they'll tackle candy-fueled challenges, sample delicious HI-CHEW®, and work to solve the ultimate flavor mystery.

"We're excited to continue bringing unique in-person experiences to our brand fans and candy-fanatic consumers, by giving them an opportunity to fully immerse themselves in our brand's personality, this time with a haunting twist," said Teruhiro Kawabe (Terry), 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 and unique to celebrate Halloween, and we can't wait for our fans to experience the HI-CHEW® House of Mystery and share this moment with friends and family."

For those unable to visit the activation in person, HI-CHEW® invites fans to join the ultimate guessing game online. Those who accurately guess the mystery flavor will be entered for a chance to win the Grand Prize: a $2,500 Visa Gift Card to fund their own mystery adventure, plus an assortment of HI-CHEW® candy and merchandise. The first 100 participants to enter the guessing game will receive a Mystery Prize Pack filled with HI-CHEW® candy and limited-edition Halloween-themed merchandise, ensuring everyone has a chance to walk away with something fun and sweet this season. Follow HI-CHEW® on social media to catch the official reveal of the Mystery Flavor on Halloween day. Winners will be notified the week of November 2nd, 2025, with more information available at the link below.

The HI-CHEW® Mystery Mix is available in 6 oz (32 pieces) and 11.28 oz (62 pieces) stand-up pouches at major retailers nationwide, including Kroger, Target, Five Below, Dollar General, and more. Fans can also find the 6 oz pouch online.

HI-CHEW® is made with concentrated fruit juices, and both natural and artificial flavors, and contains no colors from synthetic sources — so families can enjoy a sweet treat this holiday season with confidence. HI-CHEW® is also gluten-free. To learn more about HI-CHEW®, visit the link below, like us on Facebook, and follow us on Instagram (@HICHEWUSA) and TikTok (@HICHEWUSA).

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About Morinaga America, Inc.:

Established in 2008, Morinaga America, Inc. is the official distributor of HI-CHEW®, HI-SOFT™, and Chargel™ in the United States. Morinaga America, Inc. (marketing and sales) and Morinaga America Foods, Inc. (manufacturing) are wholly-owned subsidiaries of Morinaga & Co., Ltd., which began in 1899 as the first, modern candy maker and producer of chocolates in Japan. In 2015, Morinaga America, Inc. opened its first United States manufacturing facility in North Carolina. With over 300 flavors of HI-CHEW® having debuted in Japan, Morinaga America, Inc. has introduced the United States market to the best of Japanese confectionery.

About HI-CHEW®:

Choose Different. Choose Fun. Chew HI-CHEW®. The history of Morinaga stretches back over a century when company founder Taichiro Morinaga brought his candy-making skills to Japan from America in the 1800s. HI-CHEW® has long been the best-selling soft candy in Japan and continues to see year-over-year growth throughout other parts of Asia and in the United States. In the United States, HI-CHEW® is currently offered in sticks, peg bags, and stand-up pouches. The HI-CHEW® sticks come in a variety of flavors including Strawberry, Green Apple, Mango, Grape, Banana, Kiwi, Açaí, Sweet & Sour Watermelon, and new Blue Raspberry. HI-CHEW® also offers peg bags in the following flavors: Original Mix, Tropical Mix, Superfruit Mix, Sweet & Sour Mix, Soda Pop Mix, Berry Mix, Plus Fruit, Fantasy Mix, Reduced Sugar, Dessert Mix, and new Getaway Mix. The Stand-Up Pouches are available in Original Mix, Tropical Mix, Sweet and Sour Mix, Fruit Combos, Infrusions Orchard Mix, Dessert Mix, and new Getaway Mix. HI-CHEW® Bites are unwrapped in bite-size packaging in Mango, Green Apple, and Strawberry flavors. HI-CHEW® Gummies and HI-CHEW® Gummies Sour reimagine the brand's iconic chewlets in a new gummy form. HI-CHEW® is made with concentrated fruit juices and is free of gluten, with no colors from synthetic sources. HI-CHEW® continues to expand fruity, chewy flavor offerings annually. In 2020, HI-CHEW® won a Nielsen Design Impact Award for its new Original Mix packaging update that hit shelves in 2019. For more information, visit the link below.