Overview
- Google’s Oct. 9 Frightgeist shows characters from the film holding all five top costume searches—Rumi, Zoey, Mira, Jinu, and Baby Saja—with Derpy the Tiger also in the top 10.
- Regional data highlights widespread interest, with at least one character in Tennessee’s top five, Rumi leading many local lists, and Jinu ranking No. 1 in New York City.
- Retailers are racing to meet demand as Fast Company reports Spirit Halloween’s adult sizes sold out and kids’ stock largely in-store, while fast‑fashion sellers like Shein and AliExpress push lookalikes.
- DIY tutorials and parent-led hacks are surging online, including viral guides to recreate Rumi’s signature hair and jacket when official options fall short.
- Parents and scholars describe the trend as a milestone for Asian and Asian American visibility while cautioning that turning hanbok and other motifs into costumes can distort cultural meaning; the boom lands in a season the NRF forecasts at a record $13.1 billion in spending.