There is still a week to go before Halloween, but businesses are already busy launching a series of festive activities to attract consumers. In addition to the Halloween-themed activities launched by the two major theme parks, what other activities are attracting attention? Which style will become the most popular outfit this year?

Hong Kong's uMax Data focuses on network big data from October 8 to October 20, leveraging social listening. It analyzes netizens' views on Halloween-related topics through various social media platforms and online news sources.

Disney-related hashtags are most used

During the pandemic, businesses launched various activities to attract consumers. We analyzed the hashtags used by netizens on Halloween themes, and found that the most popular hashtags were those related to Disneyland, such as "Hong Kong Disneyland", "HKDisneyland", "DisneyHalloweenTime", etc., reflecting that many people pay attention to Disney activities. The second most popular was Ocean Park, and the popular TV series "Squidward" and foodie were also on the list.

Disney has the highest popularity on Facebook

Taking into account various Halloween activities, we selected three locations, namely Disney, Ocean Park, and Nan Fung Yarn Factory, for comparison. We found that the locations that netizens discussed most on different social media platforms were different. Disney had the highest popularity on Facebook, accounting for 49.5%. Ocean Park had more interactions on Instagram, with a popularity value of 18.4%. It can be seen that the two have different advantages.

Disney has more interactions on Facebook, while Ocean Park has a bigger advantage on Instagram

Squid games become the most popular dress-up theme

The South Korean TV series "Squidward's Game" has become a global hit. In addition to the plot, the characters in the series are also very iconic, and it has lived up to expectations and become the most popular theme for costumes this year, accounting for 74.3% of the popularity. As many superhero movies are released one after another, superhero-themed costumes have also caused heated discussions, accounting for 18.6% of the popularity.

Popular dress-up themes: Squid games first, superheroes second

Staff are most popular

The characters in Squidward Games have their own unique looks. The green sportswear of the participants, the pink jumpsuits and masks of the staff, the black robes and masks of the game managers, and the orange dresses and yellow shirts of the 123 wooden dolls are all very eye-catching. Among the many characters, the most people want to dress up as staff on Halloween, accounting for 44.4%, followed by participants, accounting for 25.9%. The wooden dolls also have many fans, accounting for 19.3%, and the game managers account for 10.4%.

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uMax Data Technology Limited, founded in Hong Kong in 2016, is an innovative technology company driven by artificial intelligence and data. uMax Data offers a variety of SaaS products and solutions, including Social Intelligence Platform (SIP), on-premises AI server, social listening and online alert systems, all-in-one intelligent research and event management platform, AI search engines, social intelligent customer service platforms, AI Agents and chatbots, brand public opinion insights, social media risk management, and multimodal data processing and digital upgrading solutions. These are collectively known as "Social Intelligence." These products not only enhance enterprise productivity and efficiency but also help businesses make more informed decisions.

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