Earned vs owned reach
Of the 18k total reach this week, 96% is the chains posting on their own channels and only 4% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 4%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 585 | 15k | 96% |
| Circle K | 148 | 2.3k | 94% |
Earned = organic / independent voices — this drives Share of Voice, sentiment and everything above. Owned = the brands' own official accounts, i.e. what they broadcast. A high owned share means the week's buzz is largely brand-driven, not organic.
Most viral this week
“[7-Eleven New Stuff] Digimon makes a surprise appearance - find your childhood adventure partner! This period 7-Eleven brings the classic anime Digimon goods series, turning classic characters like Agumon and Gabumon into plush-toy keychains and various surprise blind boxes. Chosen 'big kids', grab …”
【#7仔新嘢】《數碼暴龍》驚喜登場🔥一齊尋找熱血童年拍檔！ 今期７仔帶嚟經典動畫《數碼暴龍》精品系列，將亞古獸同加布獸等經典角色化身成毛公仔匙扣及多款驚喜盲盒！🦖✨ 各位被選中嘅「大細路」，記得把握機會嚟 7-Eleven 入手，與你嘅最佳拍檔重聚啦！🎒⚡ ✨數碼暴龍毛公仔匙扣 亞古獸、加布獸和巴達 …
7-Eleven HK's Instagram launches an exclusive Digimon merchandise range: Agumon/Gabumon plush keychains plus several blind-box keyring series (some light-up).
View post →“[7-Eleven New Stuff] Fung Ding Kee sugarcane-juice popsicle arrives! This period 7-Eleven brings the exclusively sold Fung Ding Kee sugarcane popsicle. Fung Ding Kee teams up with ice-cream brand dadino to turn the classic sugarcane-juice flavour into a summer frozen treat - made from fresh sugarcan …”
【#7仔新嘢】逢鼎記蔗汁雪條登場啦😋💚🧊✨ 今期 7 仔帶嚟獨家發售嘅 #逢鼎記蔗汁雪條 💚 #逢鼎記 今次聯乘雪糕品牌 #dadino 將經典蔗汁滋味化身夏日冰品🍧選用新鮮甘蔗原汁製成🤤將地道涼茶元素融入雪條之中💚完整保留甘蔗天然清甜同濃郁蔗香✨，炎炎夏日食返支特別消暑解燥🧊💨記得快啲嚟 7 仔歎 …
7-Eleven HK promotes an exclusive Fung Ding Kee x dadino sugarcane-juice popsicle for summer.
View post →“[7-Eleven New Stuff] JOGUMAN new items arrive at 7-Eleven! This period 7-Eleven brings a series of JOGUMAN new items - whether at work or travelling, BRACHIO keeps you company. Line-up: JOGUMAN ceramic bowl with lid (~W19xH12xD15.5cm); JOGUMAN document/passport holder (~W10xH14.5cm); JOGUMAN soy-sau …”
【#7仔新嘢】JOGUMAN 新品登場７仔！ 🦖今期7仔為你帶來一系列 JOGUMAN 新品，無論返工定去旅行都有 #BRACHIO #芭奇奧 陪住你🦖✨ 🦖JOGUMAN 陶瓷碗連蓋 添購一套可愛嘅陶瓷碗，讓每一餐都充滿幸福感，享受美食嘅同時也有BRACHIO(芭奇奧) 陪伴 📍產品尺寸: 約W1 …
7-Eleven HK launches a JOGUMAN (BRACHIO/LINE Friends) lifestyle-goods line - ceramic bowls, passport holder, soy-sauce dish, poseable plush charms and storage bags.
View post →“[Limited Collab] Tea lovers note! 7-SELECT x Tao Ti premium oolong tea series arrives. From today, enjoy oolong-tea charm all day. 7-SELECT and Tao Ti launch 4 limited new items, turning the classic oolong aroma into 2 baked products and 2 desserts. Line-up: 7-SELECT x Tao Ti oolong cream-mochi bun …”
【#限定聯乘】📣 茶控注意🍃！7-SELECT x 道地 極品烏龍茶系列登場🥳！ 由今日開始❗️，全日都可以感受烏龍茶嘅魅力🍃✨！7-SELECT同道地攜手推出4️⃣款限定新品，將道地經典嘅烏龍茶香化身成2️⃣款烘焙產品🥐同2️⃣款甜品🍮，將烏龍茶獨有嘅甘醇茶香完美融入其中😍，隨時都可以享受茶香回甘 …
7-Eleven HK's 7-SELECT teams with Tao Ti on a limited oolong-tea range: 2 baked goods and 2 desserts.
View post →“[Opening Tomorrow! Tseung Kwan O district's first 7-Eleven boutique concept store!] Limited in-stock spinning tops plus popular merch await. TKO district's first 7-Eleven concept store opens tomorrow - following the Kai Tak concept store, another boutique concept store, now in TKO! Grab limited in-s …”
【🎊聽日開幕！將軍澳區首間7-Eleven精品概念店！ ✨】限量現貨陀螺＋人氣精品等緊你🥰 ⚠️將軍澳朋友注意！ 區內首間7-Eleven概念店聽日正式開幕🎉 繼啟德概念店之後，又一間精品概念店登場啦！今次正式進駐將軍區！ 🔥限量現貨Beyblade X陀螺率先搶⚡，仲有人氣新品 Sanrio盲盒💖 …
7-Eleven HK announces the grand opening of its first boutique concept store in Tseung Kwan O, with limited Beyblade X tops, Sanrio/Gundam/Pokemon merch and blind boxes.
View post →“[7-Eleven New Stuff] Meiji strawberry-chocolate cup ice cream arrives! This period 7-Eleven brings a sweet ice-cream pick - Meiji strawberry-chocolate cup ice cream. Sweet-and-sour strawberry ice cream with a fresh fruity aroma, paired with rich crunchy chocolate chips for a layered texture. Fruity …”
【#7仔新嘢】明治草莓朱古力杯裝雪糕登場啦😋🍓🍫✨ 今期 7 仔帶嚟甜蜜雪糕之選 #明治草莓朱古力杯裝雪糕💗酸甜士多啤梨雪糕散發清新果香🍓🤤配搭香濃脆口朱古力碎🍫帶來豐富口感層次✨果香同朱古力風味完美融合，每一啖都充滿甜蜜滋味😆士多啤梨控同朱古力控都一定要試💗記得快啲嚟 7 仔歎返杯啦🛒💨 #7El …
7-Eleven HK promotes a new Meiji strawberry-chocolate cup ice cream.
View post →“[Cute Arrival!] Circle K x Ocean Park Hong Kong Panda Friends ice cup! In hot summer, cool drinks need a super-cute panda. Circle K teams with Ocean Park HK for the Panda Friends panda ice-cup series - cups printed with Jia Jia and De De holding floats, and inside a 3D 'Le Le'-shaped panda ice cube; …”
【🐼萌爆登場！】Circle K ✕ 香港海洋公園 Panda Friends 獨家聯乘冰杯！❄️🛟 . 夏日熱辣辣🌞，飲凍飲點少得超 Cute 嘅大熊貓陪住你？Circle K聯乘香港海洋公園推出 Panda Friends 大熊貓系列冰杯🧊！杯身上印有加加，得得拎住水泡🛟 ，杯入面有立體 「樂樂 …
Circle K HK's Instagram launches an exclusive Circle K x Ocean Park Hong Kong 'Panda Friends' ice cup with a 3D Le Le panda ice cube, plus an add-on offer.
View post →“[New Arrival] HELLO Hachimi! Brand-new Little Cat House blind box arrives at Circle K! Cat lovers note - the 'Little Cat House blind box' is now on sale at Circle K. Inspired by adorable cats' daily life, delicately presenting cute cat-and-house scenes with various healing, cute shapes. Multiple qua …”
【#新品登場】HELLO 哈基米！全新小貓小屋盲盒登陸 Circle K！✨ . 各位貓奴請注意🐱！「小貓小屋盲盒」喺 Circle K 有得賣啦 🤩! 靈感源自超萌喵星人日常，精緻呈現精巧可愛嘅小貓小屋場景🏠，揉合各種超療癒萌趣造型。純粹呈現萌寵與小屋嘅和諧之美🐾。精細精緻，一睇溶化，瞬間喚醒貓奴 …
Circle K HK launches a 'Little Cat House' (HELLO Hachimi) blind box featuring cute cat-and-house scenes.
View post →“[ShopEasy Online Platform] Want to easily buy your favourites? Order on ShopEasy web or the OK Stamp It App - free shipping even for one item, 24-hour OK-store pick-up. Marvel is trending again! ShopEasy launches many Marvel-series themed goods: Spider-Man, Iron Man, Hulk and Venom hero products, fr …”
【ShopEasy網購平台】想輕鬆買到心頭好？🛍️ 即刻上ShopEasy網頁版：https://shopeasy.circlek.hk 💻 或者喺OK Stamp It App：https://bit.ly/4iYtBqS 📱 落單啦！#一件都免運費 🚚 #24小時OK分店自取 🏪 . 最近Mar …
Circle K HK promotes a Marvel-themed merchandise range on its ShopEasy online-shopping platform (Spider-Man, Iron Man, Hulk, Venom lights, clocks, mugs).
View post →“[Power-bank rental service upgraded!] $20 / 3 days, fully charged anytime. Phone battery low outside? Circle K's power-bank rental service is fully upgraded with two new models for a more efficient, convenient charging experience. Choose wired or wireless charging for various phones. Just HK$20 to r …”
【隨身充電器租借服務升級！🔋】$20/3日隨時隨地滿電出發✨ . 外出手機電量低？ Circle K 隨身充電器租借服務全新升級啦 🤩！推出兩款全新升級型號，為你帶來更高效、更方便嘅充電體驗！ . 貼心設計可選有線或無線充電📱，無論係各種型號手機都能輕鬆應對。只需 HK$20 即可租借 3 日，滿足 …
Circle K HK announces an upgrade to its power-bank rental service, with two new wired/wireless models at $20 for 3 days.
View post →“[New Arrival] 3COINS 'microwave magic' - one-person dinner edition! The 3COINS 'microwave magic' series is a lifesaver for solo dwellers and office workers, letting you make a hearty dinner in the microwave after a busy day. The clip shows using the KITINTO microwave-cooking range to make a 'one-per …”
【#新品登場】3COINS 微波爐神器「一人晚餐篇」！✨ 呢款3COINS「微波爐神器」系列絕對係獨居族同上班族嘅料理救星，讓你在忙碌一日後都能隨時隨地用微波爐輕鬆搞定豐盛晚餐。純粹呈現家常美味嘅和諧體驗🌿。 片中教大家用 KITINTO 微波料理系列輕鬆做出「一人份牛肉蔬菜餐＋白飯」套餐包： 先用 …
Circle K HK's Facebook shares a 3COINS microwave-cookware 'one-person dinner' reel demoing the KITINTO range, with a YAICHI TOMO member 34% discount.
View post →What customers are saying
- 7-ElevenOur biggest miss this week is self-inflicted: hyped product posts keep going out with no price and no 'which stores stock it', and those two questions dominate almost every comment thread. Answering them in the post is the fastest, highest-impact win available.
- 7-ElevenWhat's landing: the new 7-SELECT oolong desserts drew genuine, unprompted praise, and mainland visitors treat HK 7-Eleven as a value-haul destination — though they benchmark us against supermarkets and repeatedly hit stockouts on the hyped items.
- 7-Eleven vs Circle KOn value, Reddit locals pick us for Yuu points and friendly staff and pick Circle K for store density and cheap beer; Circle K's $40 Vita-tea + earphones bundle was seen as edging ours this week.
Act on this
Circle K customers say the chain quietly switched its fresh-ground-coffee milk to a distrusted mainland brand (several name a Sanlu-linked brand — the 2008 melamine-scandal company) and are openly boycotting. Many are self-described loyal app buyers who say the coffee used to beat ours. It's a live retention crisis for them — and an open door for us.
▸ The angriest comment out-liked Circle K's own post 1,351 to 160, with dozens more boycott comments in the same thread.
@circlek_hk 可唔可以解釋下點解即磨咖啡要轉埋D垃圾牌子牛奶?
“@circlek_hk Can you explain why the fresh-ground coffee switched to this garbage-brand milk?”
Circle K@i_is_aboy · Threads · ♥ 1.4k · source
Our product and promo posts go out with no price, and the top reply is invariably just the price. Ready-to-buy customers are asking and getting no answer — a small, weekly, self-inflicted gap.
▸ “How much?” dominated the comments on both chains' product posts this week.
幾錢個
“How much each?”
Circle K@Lafou Feuille · Facebook · ♥ 1 · source
Shoppers repeatedly can't find promoted products — walking to several branches, or told an item isn't stocked though it's 'on the list'. That's converting demand into frustration.
▸ “Which store has it?” and “walked several, none had it” recurred across Instagram, Threads and Xiaohongshu.
哪家買的呀？尖沙咀好多地方都賣光了
“Which store did you buy from? Lots of places in TST are sold out.”
7-Eleven@藍莓慕斯乳酪 · Xiaohongshu · ♥ 0 HK · source
What's working for 7-Eleven — amplify
Where customers are genuinely happy with us this week. Worth doubling down on.
7-ElevenThe 7-SELECT oolong desserts are a hit
Unprompted praise on Threads and Instagram.
今次7仔新甜品真係好得🔥 用咗道地極品烏龍茶🤎冇諗過咁濃郁！
“7-Eleven's new dessert is genuinely great 🔥 uses premium local oolong — didn't expect it so rich!”
7-Eleven@farasislove · Threads · ♥ 10 · source
7-ElevenCustomers champion specific 7-Eleven products
Product loyalty shows up unprompted, including from mainland visitors.
永远为照烧鸡举大旗
“Forever flying the flag for the teriyaki chicken.”
7-Eleven@幸福阿饭 · Xiaohongshu · ♥ 1 HK · source
7-ElevenGoodwill toward frontline staff
A rare, positive employer-brand signal.
無論係救護員 的士司機 定係七仔個亞姐，但凡係人 都應該被尊重吧
“Whether a paramedic, a taxi driver, or the 7-Eleven auntie — everyone deserves respect.”
7-Eleven@marsss_on_earth · Threads · ♥ 1 · source
What 7-Eleven customers are asking (and we're not answering)
The most common replies on our own posts are basic questions the post could have answered — each a small, weekly, fixable gap.
7-Eleven“What time does it open?” — hours
The new concept-store opening drew repeated 'what time?' with no answer in the post.
請問聽日幾點開？
“What time does it open tomorrow?”
7-Eleven@hohimlau · Instagram · ♥ 0 · source
7-Eleven“Which store has it?” — availability
Shoppers can't find advertised items and ask where to go (see also the action above).
去兩家7-11 就換到了 （最後一個）
“Got it after trying two 7-Elevens (the last one).”
7-Eleven@兔子 · Xiaohongshu · ♥ 0 HK · source
7-Eleven complaints & friction
Where our own customers are unhappy — operational and product issues to act on.
7-ElevenPrices vary store to store
Shoppers report different prices for the same promo item at different branches, eroding trust.
我买的那间7仔一瓶要11.5
“The 7-Eleven I bought from charged $11.5 a bottle.”
7-Eleven@挥拍少女小灿 · Xiaohongshu · ♥ 1 HK · source
7-ElevenMade-in-mainland / quality doubts
Origin concerns crop up on several 7-Eleven products.
Made in 隔壁Shenzhen
“Made in next-door Shenzhen.”
7-Eleven@SummerRain_Blu · Xiaohongshu · ♥ 4 mainland · source
尋晚超市見到牙膏好似大陸製?🤔
“Saw the toothpaste at the supermarket last night — looks mainland-made? 🤔”
7-Eleven@kurailee · Instagram · ♥ 0 · source
7-ElevenPromo mechanics confuse people
Blind-box/hidden-version and spend-threshold gifts leave customers unsure what they qualify for.
刚刚买了啥也没送啊
“Just bought something and got no free gift at all.”
7-Eleven@兔子哥 · Xiaohongshu · ♥ 0 HK · source
點解我冇🙄買左40蚊野
“Why didn't I get one? I spent $40.”
7-Eleven@pypaean · Threads · ♥ 0 · source
Circle K's Panda-cup post looked like a win on reach (160 likes). The comment section was a coffee boycott — the angriest reply drew 1,351 likes. Reach and share-of-voice alone would have missed it entirely. See the post →
How shoppers compare the two chains
Unprompted head-to-head reasoning — useful competitive context.
7-Eleven vs Circle KValue bundles: Circle K edged us this week
Shoppers doing the math on the parallel tea+earphone promos.
OK換咗維他耳機，抵過7仔😄 $40有6支茶+耳機
“Swapped for the Circle K Vita earphones — better value than 7-Eleven 😄 $40 for 6 teas + earphones.”
Circle K@spsing09 · Threads · ♥ 150 · source
7-Eleven vs Circle KWhy locals pick one over the other (Reddit)
Loyalty points, friendliness, store density and beer all come up.
You can get Yuu points from 7-11, you can't with Circle K.
7-Eleven@Legitimate-Ad-1187 · Reddit · ♥ 0 · source
Prefer 7 but usually go to OK because more locations near me.
Circle K@DeltaAisleSeat · Reddit · ♥ 0 · source
I found eleven more friendly and family likely. I feel like being scammed at circle.
Circle K@enigmaticy · Reddit · ♥ 0 · source
In their words
A cross-section of real comments this week: praise, criticism and competitive reasoning.
今次7仔新甜品真係好得🔥 用咗道地極品烏龍茶🤎冇諗過咁濃郁！
“7-Eleven's new dessert is genuinely great 🔥 uses premium local oolong — didn't expect it so rich!”
7-Eleven@farasislove · Threads · ♥ 10 positive · source
甜到核爆 又細條 不過好彩細細條 好難食
“Explosively sweet and tiny — luckily it's small, because it's hard to eat.”
7-Eleven@jo_jo_joey10 · Instagram · ♥ 3 negative · source
啊啊啊...不在香港错过了
“Ahhh — I'm not in Hong Kong, I missed it!”
7-Eleven@爱睡觉的风精灵 · Xiaohongshu · ♥ 0 mainlandpositive · source
好地地咖啡 贏晒七仔老麥，係要搞衰佢
“The coffee was great — beat 7-Eleven and McDonald's — and they ruined it.”
Circle K@ryan_tam_ · Threads · ♥ 243 negative · source
Circle K tends to have a more interesting beer selection, particularly local craft beer and Asian beers. Also their new make-your-own iced fruit smoothies are delicious
Circle K@Heavy_P · Reddit · ♥ 0 positive · source
今日喺OK便利店買咗六個Chiikawa盲盒吊飾掛牌，但係都抽唔到飛鼠比我女朋友，跪求交換
“Bought six Chiikawa blind-box charms at Circle K today but couldn't get the flying-squirrel for my girlfriend — begging to trade.”
Circle K@marttmnxx_ · Threads · ♥ 18 neutral · source