Halloween in Japan: Between marketing and modern tradition

Published on : 29/10/2025
by : Phoebe

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Halloween au Japon — Halloween in Japan
@unsplash

A veritable institution in Japan, Halloween is a recent tradition, born of a marketing coup. A commercial dimension that the horror festival has retained to this day. Japan Experience explains.

A recent tradition

The tradition of Halloween in Japan was born in the legendary Disneyland park. Eager to attract new visitors in autumn, Tokyo Disneyland launched its "Horror Season" in the 2000s, during which visitors are invited to dress up in the costume of their favorite Disney character.

The campaign was a success, and other theme parks, such as Universal Studios Japan in Osaka soon followed suit. The American holiday moved out of the entertainment arena and into the streets, becoming the effervescent event it is today.

Halloween au parc Disneyland Tokyo — Halloween at Disneyland Tokyo
@Pxhere, royalty-free

The keys to success? A convivial side that blends perfectly with Japanese culture. Since the 1990s, Japanese cinema has spawned a whole series of popular horror films. Add to this the Japanese passion for manga and cosplay (masquerade costume), as well as the richness of their tales and legends, and it's hardly surprising that Halloween has carved out a special place in the archipelago's calendar.

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Maneki-neko in Tokyo — Maneki-neko in a Tokyo temple
©Jordy Meow

A celebration for young and old

In France, and more widely in Western countries, Halloween is above all a celebration for children, who are invited to fill up on sweets before winter sets in. In Japan, Halloween is more for young adults. And while parades can be organized in certain districts of major cities, such as Shibuya in Tokyo, it's mainly in bars and nightclubs that the horror fest is celebrated.

Halloween (Shibuya)
@Big Ben in Japan on Flirck, CC BY-SA 2.0

A marketing coup

Halloween is a remarkable marketing success! With no cultural roots in Japan, the holiday has been transformed into a major commercial event, where retailers compete in ingenuity to seduce consumers. With limited-edition candies, horror-themed afternoon teas, and pumpkin products and decorations in stores, Halloween is an immersive experience that's well worth the detour during a trip to Japan.