Executive summary
- 7-ElevenAnime/IP merch drops (JJK washed tee, hololive tee, fruit-choc ice) dominate 7-Eleven's owned engagement today, led by the JJK tee's 646 reactions
- In the commentsfans in the comments flag stock-outs — one shopper laments 'why wasn't it there when I went'
- ⚠ Review7-Eleven'Find the Cat' / 18 Bro guerrilla campaign sparks curiosity on IG/FB but confuses a chunk of the audience with its theft-themed storytelling
- In the commentsa Facebook thread shows customers and even staff unable to explain the campaign, calling the marketing idea 'idiotic'
- ⚠ Review7-ElevenOrganic praise for 7-Eleven's 易寄取 parcel pickup service goes viral (348 engagements) as Hongkong Post users compare it favorably to SF Express
- In the commentstop commenters slam leadership for not promoting the cheap service and flag missing tracking/packaging and office-hour limits
- Circle KCircle K's Panda Friends birthday cup tie-in with the $10 Friday coffee promo drives strong organic buzz
- In the commentssome commenters complain not every store stocks the panda cups or even has a coffee machine
- Circle KCircle K's ice cream bundle discounts (Häagen-Dazs, Nestlé) keep pulling deal-hunter engagement on Threads
- Circle KA customer publicly asks whether a job posting impersonating Circle K is a recruitment scam
- In the commentsflag for Circle K comms to clarify official hiring channels before it spreads
Earned vs owned reach
Of the 2.7k total reach today, 84% is the chains posting on their own channels and only 16% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 16%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 420 | 1.9k | 82% |
| Circle K | 22 | 317 | 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 day's buzz is largely brand-driven, not organic.
Most viral today
“7-Eleven pre-order: Jujutsu Kaisen and Solo Leveling washed T-shirts priced $240 each, available via app/website.”
#7仔預購 宣家無論喺 #網站（https://bit.ly/4x62PTF）定喺#7ElevenApp 都可以落單啦 ，自選任何一間7仔店舖取貨，令預購同取件過程更簡單輕鬆，隨時隨地入手各種心頭好🤗 ⚡🖤 咒術迴戰迷必買！五條悟、悠仁、憂太、脹相熱血集結，洗水Tee型爆登場！🔥👕🖤日常著都充滿咒術 …
Owned anime IP collaboration merchandise pre-order, targeting fan collectors via app.
View post →“New 7-Eleven fruit-chocolate ice series launched: strawberry with milk chocolate and mango with dual-layer chocolate coating.”
【#7仔新嘢】本格冰果朱古力系列登場啦😋🍓🥭🍫✨ 今期 7 仔帶嚟水果控同朱古力控必試之選 #本格冰果朱古力系列 💛大粒真實果肉配搭香濃朱古力🍫一啖食到果香、朱古力香同冰凍口感🤤快啲嚟 7 仔入手啦🛒💨 🍓 本格冰果朱古力士多啤梨冰果 嚴選大粒士多啤梨製成🍓配搭牛奶朱古力🤤香濃奶香包裹酸甜果肉✨外層 …
Owned launch post for new fruit-filled chocolate ice treats, part of regular seasonal product rotation.
View post →“Author shares that a 4kg package only cost $20 via Hongkong Post's 易寄取 service, which lets you pick up parcels under 2kg at a nearby 7-Eleven, cheaper than SF Express.”
咁大箱嘢4kg先20蚊郵費🫨‼️ 見到香港郵政最近改政策又蝕錢上新聞&好多人開始提，同埋佢哋蝕錢蝕得好緊要，其實香港郵局有個平靚正嘅叫【易寄取】服務😭😭😭 2kg樓下可以寄到屋企附近7仔拎！！ 重過2kg可以去郵局/24小時自助智郵站攞，2kg/$13、5kg/$20、10kg/$30、20kg/$ …
Local author praises using 7-Eleven as a cheap parcel pickup point via HK Post's 易寄取 service, highlighting convenience-store logistics utility.
View post →“7-Eleven pre-order: hololive 'It's holo-tea time' T-shirts featuring all seven members, priced $200 each, available via app/website with $100 off for orders over $500.”
#7仔預購 宣家無論喺 #網站（https://bit.ly/4x62PTF）定喺#7ElevenApp 都可以落單啦 ，自選任何一間7仔店舖取貨，令預購同取件過程更簡單輕鬆，隨時隨地入手各種心頭好🤗 🫖✨ hololive粉絲集合！《It’s holo-tea time!》夢幻茶會Tee可愛登場！ …
Owned collectible merchandise tie-in with hololive VTuber IP to drive pre-order app engagement.
View post →“7-Eleven pre-order now available via website or app for pickup at any store; featuring Marvel-themed pet collars, harnesses, leashes and toys, plus Spider-Man items, priced $99-$389.”
#7仔預購 宣家無論喺 #網站（https://bit.ly/4x62PTF）定喺#7ElevenApp 都可以落單啦 ，自選任何一間7仔店舖取貨，令預購同取件過程更簡單輕鬆，隨時隨地入手各種心頭好🤗 🐾🛒漫威毛孩裝備強勢登陸「7仔預購」！毛孩潮流裝備一站式入手！🐶🐱🦸 漫威發光項圈、胸背帶、牽引繩 …
Owned pre-order campaign leveraging Marvel IP for pet accessories, expanding non-food merchandising via app/website.
View post →“This week's 7-Eleven deals: Häagen-Dazs mini cups $110/6, assorted frozen desserts $72/5, Pringles $28/2, Nestlé milk $18/3, Ribena/Suntory drinks $15/2; plus limited-time yuu points redemption for cash coupons.”
【#著數之選】又係時候入貨啦，睇吓呢個星期7仔有咩抵買嘅嘢啦🤩！ 【$110/6杯】 Häagen-Dazs 迷你杯 (不包括日本版) 【$72/5件】樂天涼快沙冰/“爽”冰凍甜品杯/雪見大福雪米糍/宮田雪糕筒 【$28/2件】品客薯片95-102克(各款) 【$18/3盒】雀巢牛奶公司鮮牛奶盒裝2 …
Owned weekly value bundle post (ice cream, snacks, dairy) plus yuu loyalty point redemption incentive to drive footfall.
View post →“Circle K launches exclusive Panda Friends birthday-themed coffee cups to celebrate the pandas' birthday, with $10 coffee every Friday.”
🎉 Circle K 獨家 Panda Friends 生日限定杯！ 🐻❄️大熊貓迷＆咖啡控注意！ Circle K 獨家聯乘 Panda Friends™️ 推出生日限定咖啡杯啦～ 💕適逢大熊貓生日月，海洋公園大熊貓「加加、得得」2 歲生日啦🎂，Circle K 已經準備好同大家一齊 🎉 Let …
Owned IG promo for Circle K x Ocean Park Panda Friends limited coffee cups drives Friday $10 coffee traffic.
View post →“Circle K x Ocean Park Panda Friends limited coffee cups return for the panda's 2nd birthday month; $10/cup every Friday, using 100% Colombian Arabica beans.”
🌟期間限定‼️Circle K便利店×香港海洋公園Panda Friends超可愛大熊貓咖啡杯又返嚟啦🔥 為慶祝加加同得得 2 歲生日 Circle K 再次聯乘香港海洋公園 Panda Friends 係今個大熊貓生日月推出限定咖啡杯 凍飲杯印上安安、樂樂圖案 熱飲杯就有今次生日主角加加、得得 即 …
Second influencer/owned post reinforcing the same Panda Friends coffee cup promo, boosting reach.
View post →“OK Convenience Store has ice cream deals: Haagen-Dazs bar $14.7, Vita lemon tea/low-sugar soy milk 3 for $15.”
唔好話我唔提😌OK便利店又有雪糕優惠，Haagen Daz 批$14.7 就有 維他檸檬茶同豆奶（低糖） $15/3 件 🔥🔥🔥🔥🔥
Another deal-aggregator amplifying Circle K's Haagen-Dazs and Vita drink promos, indicating strong promo virality.
View post →“Circle K's exclusive Panda Friends birthday limited cups! To celebrate Ocean Park's giant pandas Jia Jia and De De turning 2, Circle K launches special cold/hot cup designs featuring pandas; $10/cup coffee deal every Friday — a hit for photo-taking and celebration.”
🎉 Circle K 獨家 Panda Friends 生日限定杯！ 🐻❄️大熊貓迷＆咖啡控注意！ Circle K 獨家聯乘 Panda Friends™️ 推出生日限定咖啡杯啦～ 💕適逢大熊貓生日月，海洋公園大熊貓「加加、得得」2 歲生日啦🎂，Circle K 已經準備好同大家一齊 🎉 Let …
Circle K's panda-themed birthday coffee cup and $10 Friday coffee deal is generating positive, shareable café content tied to a popular local panda cub milestone.
View post →“OK Convenience Store offers 20% off ice cream again, min $60 spend gets Nestle cones for ~$6.1 each and Haagen-Dazs bars for $14.7, valid until Saturday.”
OK便利店再做雪糕8折，今次只需買滿$60，雀巢甜筒9支折後平均每支$6.1😆 哈根大師雪條6支折後$14.7，都抵買～優惠期到星期六（唔知會唔會延期😆）
Deal-hunter post spreading Circle K's 20% off ice cream promo (min $60 spend), driving basket-building purchases.
View post →What customers are saying
Act on this
The 18 Bro 'missing cat' poster campaign is generating curiosity but also real confusion — customers think there's an actual theft/incident at stores, and frontline staff have no consistent answer, creating a mixed brand experience at the point of contact.
▸ FB thread on the campaign draws multiple comments saying nobody — including staff — can explain what's going on
個marketing諗呢樣嘢戇鳩冇藥醫
“Whoever in marketing came up with this idea is beyond stupid, no cure for it.”
7-Eleven@JoyfulRabbit2872 · Facebook · ♥ 0 · source
A viral Threads post (350 likes on the top comment) praises 7-Eleven's role as a Hongkong Post pickup point as cheaper and more reliable than SF Express, but the thread also surfaces real gaps: no parcel tracking, no packaging service, and confusion about size limits for in-store drop-off.
▸ Thread draws hundreds of engaged replies comparing 易寄取 favorably to SF Express while criticizing lack of promotion
冇宣傳，咪係高層做唔到嘢囉，寧願喺抖音搵啲乜撚嘢大陸同中國郵政夾埋一齊宣傳，真係幫你派幫你搬嗰個都係郵差嚟，而家俾人一鑊翹起嗰啲都係郵差嚟
“No promotion — that's just because the top brass aren't doing their job.”
7-Eleven@bullet321123 · Threads · ♥ 29 · source
What's working
Two very different plays — nostalgic anime merch and unglamorous logistics utility — are both driving genuine, unprompted customer enthusiasm today.
7-ElevenJJK washed tee pre-order tops the day's engagement
646 engagements, the single highest-performing owned post of the day
finally係香港
“Finally available in Hong Kong”
7-Eleven@anna_0713czc · Instagram · ♥ 0 · source
7-Eleven易寄取 parcel service earns unprompted brand advocacy
Organic Threads post hits 350 likes on top comment, praising price and reliability versus SF Express
咁大箱嘢4kg先20蚊郵費🫨‼️ 見到香港郵政最近改政策又蝕錢上新聞&好多人開始提，同埋佢哋蝕錢蝕得好緊要，其實香港郵局有個平靚正嘅叫【易寄取】服務😭😭😭 2kg樓下可以寄到屋企附近7仔拎！！ 重過2kg可以去郵局/24小時自助智郵站攞，2kg/$13、5kg/$20、10kg/$30、20kg/$45，價錢平過順豐好多尤其而家佢哋仲收緊油價上升嘅錢... 具體流程只需要拎住包好嘅件去郵局櫃檯，比資料對方+自己號碼，7仔易寄取編號/郵局/智郵櫃地址，唔會問唔使填入面係乜+名都唔使比🙂↕️ 自己今日都試咗寄去便利店(p2)都只係13蚊🥳 不是打手只係想幫郵局宣傳下平靚正服務🥲 最近關於佢哋嘅新聞都係負面，公務員唔再係鐵飯碗、郵差工作負荷太大...慳錢之餘多啲支持下本地郵寄希望唔好有一家獨大嘅情況🛐
“Such a big 4kg box for just $20 postage! Hongkong Post's 易寄取 lets you send parcels under 2kg to your nearest 7-Eleven for pickup.”
7-Eleven@kyuai__ · Threads · ♥ 350 · source
Circle KPanda Friends cup + $10 Friday coffee promo lands well
Multiple spontaneous comments confirming intent to buy the day of the promo
今日星期五要買！ $10 咖啡真係好抵☕️
“Today's Friday, gotta buy! $10 coffee is such a great deal.”
Circle K@eatgoodwesteatbadwest · Instagram · ♥ 1 · source
Report Card: Gripes & Requests
Beyond the buzz, customers are surfacing specific friction points 7-Eleven should track.
7-Eleven'Find the Cat' campaign needs clearer explanation
Multiple FB commenters say they and store staff have no idea what the campaign is about
我都想知😑
“I want to know too, honestly”
7-Eleven@HandsomePapaya2289 · Facebook · ♥ 0 · source
有人話，你地有賊偷野呀！？
“Someone actually thought there was a real thief and asked if something got stolen!”
7-Eleven@AuthenticAlligator873 · Facebook · ♥ 0 · source
7-ElevenPopular anime merch pre-orders sell out before some fans can order
Comment on the JJK tee pre-order post expresses disappointment at missing stock
😢Why wasn’t there when I was there? 😭
“Why wasn't it there when I went? 😭”
7-Eleven@yuukikhj · Instagram · ♥ 0 · source
7-Eleven易寄取 users want tracking, packaging help and clearer size limits
Thread commenters note the service lacks parcel tracking and packaging support, and ask about drop-off size limits
我想問大箱係咪要寄郵局？7仔好似有尺寸限制？
“I want to ask, do big boxes have to go to the post office? Does 7-Eleven have a size limit?”
7-Eleven@i_van_c_ · Threads · ♥ 1 · source
我覺得同順豐比較最大缺點係包裝服務🙈 賣家角度多咗包裝時間成本同買包裝物料嘅成本 將成本轉嫁畀買家又未必個個接受 （利申 我係會拎去順豐站寄件嘅賣家 會提前同客人解釋順豐到付運費嘅賣家 唔係嗰啲上門收件令買家硬食多餘運費嘅賣家）
“Biggest drawback versus SF Express is there's no packaging service — sellers bear extra cost and time.”
7-Eleven@pcardpika · Threads · ♥ 4 · source
Circle KPossible recruitment scam impersonating Circle K needs a public response
A customer directly asks Circle K's official account whether a job posting impersonating the brand is fraudulent — left unanswered, this kind of query can erode trust and expose customers to scams.
▸ Direct customer question tagging @circlek_hk asking about a suspected fake recruitment post
請問是冒認OK便利店請人嗎？@circlek_hk 
“Is this someone impersonating Circle K to recruit staff?”
Circle K@_852_kf · Threads · ♥ 0 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
咁大箱嘢4kg先20蚊郵費🫨‼️ 見到香港郵政最近改政策又蝕錢上新聞&好多人開始提，同埋佢哋蝕錢蝕得好緊要，其實香港郵局有個平靚正嘅叫【易寄取】服務😭😭😭 2kg樓下可以寄到屋企附近7仔拎！！ 重過2kg可以去郵局/24小時自助智郵站攞，2kg/$13、5kg/$20、10kg/$30、20kg/$45，價錢平過順豐好多尤其而家佢哋仲收緊油價上升嘅錢... 具體流程只需要拎住包好嘅件去郵局櫃檯，比資料對方+自己號碼，7仔易寄取編號/郵局/智郵櫃地址，唔會問唔使填入面係乜+名都唔使比🙂↕️ 自己今日都試咗寄去便利店(p2)都只係13蚊🥳 不是打手只係想幫郵局宣傳下平靚正服務🥲 最近關於佢哋嘅新聞都係負面，公務員唔再係鐵飯碗、郵差工作負荷太大...慳錢之餘多啲支持下本地郵寄希望唔好有一家獨大嘅情況🛐
“Such a big 4kg box for just $20 postage! Hongkong Post's easy pickup service lets you send parcels under 2kg to your nearest 7-Eleven.”
7-Eleven@kyuai__ · Threads · ♥ 350 positive · source
個marketing諗呢樣嘢戇鳩冇藥醫
“Whoever in marketing came up with this idea is beyond stupid, no cure for it.”
7-Eleven@JoyfulRabbit2872 · Facebook · ♥ 0 negative · source
Sf其實差咗好多，可能派得多拼多多，成日收到件都同我投訴掟爛件😂 但好多人已經慣咗用sf 因為網點多 只係差幾蚊 因為郵有易寄取優惠SF先加少咗 如果無競爭對手好快會勁加 如果郵政好似sf咁多d櫃 一定會轉揀佢
“SF Express has actually gotten a lot worse lately... but a lot of people are used to it because of more pickup points.”
7-Eleven@hl539232 · Threads · ♥ 1 neutral · source
今日星期五要買！ $10 咖啡真係好抵☕️
“Today's Friday, gotta buy! $10 coffee is such a great deal.”
Circle K@eatgoodwesteatbadwest · Instagram · ♥ 1 positive · source
Circle K 轉用咗大陸牌子嘅牛奶沖咖啡
“Circle K switched to a mainland Chinese milk brand for their coffee.”
Circle K@supportartist41 · Instagram · ♥ 0 negative · source
finally係香港
“Finally available in Hong Kong”
7-Eleven@anna_0713czc · Instagram · ♥ 0 positive · source