In Malaysia, the trend is finding fertile ground through immersive attractions such as Hauntu and large-scale seasonal events such as Nights of Fright. Both weave together horror, culture and spectacle, tapping into a rising appetite among Gen Z and Millennials for shared experiences that combine adrenaline with storytelling.
Hauntu, created by Superdough Sdn Bhd, is not simply a haunted house. As head of marketing and co-founder Cheah Ka Wai explains, the attraction is an “immersive horror experience that merges theatre, live-action role play and Malaysia’s rich heritage”. Visitors step into intricately designed worlds, whether the colonial-era ambience of Hauntu Linc or the Seri Panggung-inspired setting at Hauntu The Curve and interact directly with actors who drive the narrative forward.
For local visitors, the chills come with an added layer of nostalgia, such as entering a familiar rumah kampung scene laced with superstition. For international tourists, Hauntu becomes a window into Malaysia’s myths and traditions, offering something far more distinctive than Western zombie tropes. In both cases, the cultural element elevates the fear, turning each session into both a fright and a form of discovery.
The younger generation’s fascination with Hauntu is not accidental. Gen Z and Millennials are experience-driven, preferring moments to possessions. They are digital natives, comfortable with interactivity, but crave authenticity. Hauntu delivers both: adrenaline-filled scares paired with decision-making moments that make visitors part of the story.
Nights of Fright: Malaysia’s festival of fear
The 2025 edition, themed around The Puppetmaker, showcases both local and international horror influences. Highlights include The Blind Box, billed as the world’s first walk-through haunted house designed like collectable toy packaging, complete with Malaysian spirits such as Hantu Kum Kum and Toyol rendered in neon 3D. Other attractions reinterpret urban legends such as Karak Highway’s yellow Volkswagen Beetle or Southeast Asia’s forgotten carnival freak shows.
Culture meets commerceBoth Hauntu and Nights of Fright thrive because they blend fear with familiarity. Hauntu builds intimate, story-led experiences rooted in heritage, while NOF scales the concept into a festival that celebrates both Malaysian folklore and Hollywood icons. Their success reflects a larger shift: horror is no longer niche, but a cultural commodity with both entertainment and tourism value.
Future of fear
As Malaysia leans into the allure of the dark, these attractions prove that horror can be more than just a scare. It can be heritage retold, tourism reinvented and culture experienced in ways that are as thrilling as they are unforgettable.
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