IRVINE, Calif. – Today, HI-CHEW officially opens the doors to its most spooktacular pop-up yet — the HI-CHEW House of Mystery, now at the Irvine Spectrum Center for one weekend only.
This immersive Halloween experience is filled with fruity fun, candy-fueled challenges, and interactive rooms inspired by the new HI-CHEW Mystery Mix. The pop-up is open to the public during the following hours:
- Friday, October 24 & Saturday, October 25: 10am – 10pm
- Sunday, October 26: 10am – 9pm
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.
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 at hi-chew.com/pages/mystery-mix-up. 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 hi-chew.com/houseofmystery.
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 on HI-CHEW.com.
