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HALLOWEEN IN BANGKOK
A CIVA CASE STUDY
HABIT NOW’s Halloween in Bangkok case study shows how CIVA helps brands decide what to keep and what to adapt when an idea enters a new market.
The pumpkins and costumes are familiar. How people take part can be quite different. In Bangkok, a mall costume competition gave children somewhere to dress up, and a haunted walk used Thai ghost stories to make visitors jump. The doorstep trick-or-treating familiar in parts of the UK and US was absent from the settings covered by the fieldwork.
That’s a question businesses face when they take a brand, product or campaign into another market. People may recognise the idea straight away. What gives them a reason to take part, and what might the local market add?
Drawing on fieldwork in Bangkok around Halloween 2026, the case uses HABIT NOW’s Cultural Insight Viability Assessment (CIVA) to ask What Holds? What Shifts? What Breaks? It closes with what brands and venues could do to make Halloween a night more people in Bangkok would plan for.
Taking an idea into another market?
Bring HABIT NOW the idea, the market and what you need people to do. CIVA helps you decide what to keep, what to adapt and what to check locally before you sign off the brief.