Business · Companies · 13 hrs ago
Gen Z is driving Brazil’s locally reimagined Halloween
Halloween has become a popular celebration in Brazil, where it is taking on a distinctly local identity.
The celebration blends costumes with fashion, music and pop culture, and has been likened to a warm-up for Carnival.
A survey cited in the story found that about 62% of consumers celebrated in 2023.
Generation Z is a major force behind the trend: the story says 80% celebrate and 91% intend to take part actively.
For many young people, Halloween is a way to experiment with identity and style, not just a night for scary costumes.
TikTok and Instagram help turn Halloween looks into shareable content, while events such as Sephora’s Ball combine fashion, makeup and pop culture.
The trend offers brands a way to join a wider cultural conversation, but the story gives no specific next steps.
Halloween in Brazil has taken on a local character, blending fashion, music, pop culture and references to Carnival.
Generation Z is driving the celebration, using costumes and social media to express identity and share content.
About 62% of consumers celebrated Halloween in 2023, according to a survey published by Gente Globo.
The article says 80% of Generation Z celebrates and 91% intends to celebrate actively.
A 2025 projection cited in the article said at least one in three Brazilians would celebrate in some way.
- Who
- Generation Z is the main audience driving Halloween in Brazil.
- What
- Halloween is being reimagined locally, mixing global aesthetics with Brazilian fashion, music, pop culture and Carnival references.
- When
- The article was published on October 31, 2026. It cites 2023 figures and a projection for 2025.
- Where
- Brazil.
- Why
- For Generation Z, Halloween is a way to express identity and create shareable moments, with TikTok and Instagram helping drive the trend.
This story does not have two clearly opposing sides.
About 62% of consumers celebrated Halloween, according to a survey published by Gente Globo.
The article projected that at least one in three Brazilians would celebrate Halloween in some way.
Exame published the article about Generation Z and Brazil’s locally reimagined Halloween.
- Consumers celebrating in 2023
- About 62%
- Generation Z celebrating
- 80%
- Generation Z intending to celebrate actively
- 91%
- 2025 projection
- At least one in three Brazilians would celebrate
- Social platforms cited
- TikTok and Instagram
What people are saying
The true question is: how has Brazil reinvented Halloween in its own way?
Halloween in Brazil is not a copy of the American model.