Netflix brings Nevermore Academy to MY in spooky activation for Wednesday S2

Netflix is doubling down on immersive fan experiences in Malaysia, and this time, it's heading straight for the spooky corridors of Wednesday's Nevermore Academy.

From 1 to 17 August, fans of the hit series will be able to step into a gothic school-themed pop-up event at Sunway Pyramid, transformed into the “Nevermore Academy: Malaysia campus”.

The activation arrives ahead of Wednesday Season 2’s premiere on 6 August (Part 1) and 3 September (Part 2), and follows in the footsteps of previous Netflix Malaysia stunts, including its highly talked-about Squid Game–themed experiences.

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Unlike the dystopian intensity of Squid Game, this activation leans into the dark whimsy and playful horror of Wednesday. Located at the LG2 Blue Concourse of Sunway Pyramid, the experience invites both “Outcasts” and “Normies” to undergo orientation at the fictional academy, complete with themed rooms and cryptic activities.

Attendees can explore the eerie Nightshade Library, try their hands at alchemy and elemental botany, and unravel puzzles in Wednesday and Enid’s dorm. Completing all checkpoints will earn visitors a mysterious prize, available in limited quantities each day.

True to Netflix’s brand of layered fan service, there are also hidden surprises beyond the main event space, including cheeky hints that “a certain body part” may be spotted wandering around Klang Valley. (Yes, Thing might make a local cameo.)

This is just the latest example of Netflix’s localisation playbook in action, bringing global IP to life with regionally tailored experiences. By tapping into the cult status of Wednesday, and fusing it with immersive, Instagrammable moments.

Netflix is continuing to build buzz among its fanbase in Malaysia, following its recent all-out activation for Squid Game. Over the weekend of 27 to 29 June, "Squid Game: The exhibit" transformed LaLaport Bukit Bintang, Kuala Lumpur into an immersive arena where over 8,000 visitors relived key moments from all three seasons of the hit series, reimagined through the lens of Malaysian culture.

The post-event experience marked the conclusion of the globally acclaimed show, with Season 3 having premiered on 27 June. As a farewell to the franchise, Netflix Malaysia pulled out all the stops, from localised games and installations to pop-culture cameos.

A standout from the activation was a giant dalgona installation featuring a wau bulan (a traditional Malay kite) instead of the usual shapes from Squid Game Season 1, giving the iconic challenge a local twist. Netflix Malaysia also reimagined Season 2’s flying stone game as a supersized version of baling selipar, the nostalgic childhood game, inviting visitors to knock down targets with a giant slipper in a playful nod to local culture.

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