Exprive Halloween 2024: Influence Giving in Seongsu 🎃

October 31, 2024 | The Ground, Seongsu

Exprive hosted its first-ever Halloween celebration with purpose, reimagining Korea’s Halloween culture from party-centric to a warm, family and community-centered gathering. Under the theme #InfluenceGiving, the event brought together 500 participants, including 300 foreign influencers based in Korea along with their friends, partners, and children, to celebrate Halloween while making a positive impact.

Trick or Treat Across Seongsu (11AM – 7PM)

Before the main event, influencers and their families joined a community-wide “Trick or Treat”, visiting 20 local shops and 50 H&B/F&B partner brands in Seongsu. They shared their experiences on Instagram, TikTok, YouTube, and Xiaohongshu, shining a spotlight on small businesses and brands while enjoying festive treats.

Main Event at The Ground (7PM – 10PM)

The evening program at The Ground Seongsu blended contemporary art exhibitions with beauty experiences, tastings, live performances, and interactive photo zones.

• Cosmetic & F&B lounges showcased sponsor products through hands-on experiences.

• Guests completed missions to earn vouchers, which they could redeem for gifts—or donate to Save the Children as part of the Influence Giving initiative.

• Multiple themed photo rooms, from a New York–style magazine booth to golden sponsor photospots, amplified brand exposure across social media.

Impact & Highlights

• Content Reach: Within two weeks, influencers generated 400 Instagram/TikTok posts reaching 2M+ views and 100K+ likes, plus 30 Xiaohongshu posts with 100K views.

• Community Contribution: Select sponsor products were donated to Save the Children, linking celebration with social impact.

• Press Coverage: The event was featured in leading outlets including Aju Press and Cosmorning, recognized as a new cultural model for family-friendly Halloween in Korea.

Instagram, TikTok & Xiaohongshu Posts

Articles:

• AJP (2024/11/1) https://www.ajupress.com/view/20241101143534393
• AJP Photos (2024/11/1) https://www.ajupress.com/view/20241101090530076
• Cosmorning (2024/11/8) https://cosmorning.com/news/article.html?no=49213
• Cosmorning (2024/11/26) https://www.cosmorning.com/news/article.html?no=49354

👉 Exprive Halloween 2024 proved that celebrations can create joy while giving back, setting a new standard for cultural and brand collaborations in Korea.