Executive summary
- 7-ElevenBlack cat 'wanted poster' guerrilla campaign goes viral — hand-drawn CCTV-parody notices spotted citywide (Tuen Mun, Causeway Bay, Tsuen Wan, Lam Tin) spark a spontaneous scavenger-hunt among fans.
- In the commentsFans are tagging friends, sharing sightings across districts, and asking for downloadable posters.
- 7-ElevenPet Spider-Man apparel and Man City playing-card preorders lead a broad owned-collab wave (Heytea, lifestyle merch) that's converting into strong organic preorder buzz.
- ⚠ Review7-ElevenA foodie's Thai-snack haul post explodes with engagement, but the comment section turns into a pile-on over 'ultra-processed chemical junk', dragging 7-Eleven's curated-snack credibility into the crossfire.
- In the commentsThe single highest-liked reply (12k+ likes) mocks the recommendation, spawning dozens of copycat 'chemical/junk food' jabs.
- ⚠ Review7-ElevenThe beloved 1L lemon tea stays a magnet SKU, but a $7 surcharge with an unexplained swapped tea base raises an authenticity/trust question.
- In the commentsCustomer says staff quietly used the regular lemon-tea base after charging extra, and no one could explain why.
- Circle KCircle K's citywide 20%-off ice-cream sale drove strong footfall, but at least one Mongkok store saw the freezer aisle repeatedly blocked by crowds.
- In the commentsThe same shopper flagged the crowding on two separate promo posts, asking how customers are meant to buy anything.
- 7-ElevenOrganic SKU love keeps flowing — Indonesian instant noodles rated better than homemade, and Fuk Yuen sesame rice balls win praise (with light sugar-content curiosity).
Earned vs owned reach
Of the 4.7k total reach today, 47% is the chains posting on their own channels and only 53% is independent voices. Independent voices carry a healthy share of the reach today.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 2.5k | 2.1k | 46% |
| Circle K | 1 | 103 | 99% |
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 preorder launches Spider-Man themed pet clothing, hats, toys, raincoats, and foldable bowls for pets.”
#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🤗 🐶🕷️ 「7仔預購」毛孩Spider-Man變身計劃啟動！等你同主子型住出街、盡情打卡！❤️💙💛🤍 …
Owned post targeting pet-owner segment with Marvel-themed pet apparel and accessories via preorder.
View post →“7-Eleven preorder now available via website or app; featured items include a posture-correcting plush, Seiko alarm clock, Casio ring watches, and a McDonald's tote bag.”
#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🤗 ✨🛍️ 「7仔預購」生活小物精選！🦥改善坐姿公仔、💙 Seiko鬧鐘、✨ Casio金色戒指錶，返 …
Owned post promoting 7-Eleven's preorder platform with lifestyle merchandise (Seiko, Casio, McDonald's tote) to drive app/web engagement.
View post →“7-Eleven preorder launches Manchester City-themed playing cards (home, away, third kit editions) with premium finishes.”
#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🤗 ⚽🩵 球迷熱血不減！「7仔預購」曼城啤牌型格登場！🃏🔥🩵三款球迷收藏一次過集齊！✨🏆 🏆 夏蘭特、 …
Owned brand collaboration post pushing football-fan collectible playing cards through the preorder channel.
View post →“7-Eleven posted hand-drawn 'missing cat' notices across stores in HK, Kowloon and NT, showing CCTV stills of a black cat sneaking in at night to steal chips and do a strange dance; QR code included for more info.”
7仔貼告示尋黑貓 半夜闖入偷薯片兼做出神秘動作 今日在港九新界各地的7-11便利店都出現神秘尋貓晚告示，所有貓都是手繪，並附上CCTV截圖顯示黑貓闖入便利店偷食物，並寫上以下罪名： 「失蹤/現身時間：8月13日深夜最後出現地點：7-Eleven 試圖在店內偷走薯片及做出古怪跳舞動作」。到時並附有QR …
Local media covers 7-Eleven's playful hand-drawn 'missing cat' notices across HK/Kowloon stores, showing strong earned media pickup for the stunt.
View post →“Couldn't resist buying it at 7-Eleven — tasted very Thai, totally opened up my appetite, ate it all in one go.”
係7仔見到忍唔住買 食落好有Thai味 完全打開左我個胃口🤦🏻♀️一野啪鬼晒
Local customer impulse-buys a Thai-flavored item at 7-Eleven, praising its bold taste.
View post →“Recently saw a 'missing cat' notice on Official 7-Eleven Hong Kong's page, searching for a quirky black cat that steals chips and dances. Keep an eye on your chips and nearby 7-Elevens — you might spot more clues about this cat!”
近排喺Official 7-Eleven Hong Kong 見到個尋貓啟事，話搵緊一隻個樣古靈精怪，又會偷薯片，又會跳舞嘅黑貓藉動物。 大家呢幾日記得要多加留意身邊包薯片同埋7-Eleven，話唔定會發現到更多呢隻黑貓嘅線索！
Local page amplifies 7-Eleven's viral black cat 'wanted' campaign, encouraging followers to watch for clues near stores — strong organic amplification.
View post →“Last day! Spend $60+ on ice cream and get 20% off at Circle K, featuring Häagen-Dazs, Nestlé, Movenpick, Vitasoy and more, running Aug 20-22.”
【最後今日⏰】買雪糕滿$60即享8折優惠！🍦✨ 雪糕8折限時優惠最後一日！即日起至8月22日嚟 Circle K 以超低價入手大量雪糕 🛒，喺呢個炎炎夏日食返個夠 ☀️❄️！凡購買任何雪糕產品滿$60即享 8折 💥，把握機會快啲嚟掃貨，將雪櫃塞到爆啦 🧊😋！ 精選推介 ⭐️： ✨ Häagen-Da …
Owned promo post pushing multi-brand ice cream discount to drive summer basket size.
View post →“Final day today: Buy $60+ of ice cream and get 20% off! Featured items include Häagen-Dazs ice cream pies, Nestlé cones, Mövenpick cups, Vitasoy ice cream and more. Promo ends Aug 22, 2026 at select stores; app stamps also apply.”
【最後今日⏰】買雪糕滿$60即享8折優惠！🍦✨ 雪糕8折限時優惠最後一日！即日起至8月22日嚟 Circle K 以超低價入手大量雪糕 🛒，喺呢個炎炎夏日食返個夠 ☀️❄️！凡購買任何雪糕產品滿$60即享 8折 💥，把握機會快啲嚟掃貨，將雪櫃塞到爆啦 🧊😋！ 精選推介 ⭐️： ✨ Häagen-Da …
Duplicate/repeat post reinforcing final day of Circle K's ice cream discount promo, indicating heavy push to maximize redemption before deadline.
View post →“Last call: Buy $60+ of ice cream and get 20% off! Featured items include Häagen-Dazs ice cream pies, Nestlé cones, Mövenpick cups, Vitasoy ice cream and more. Promo runs Aug 20-22, 2026 at select stores; app stamps also apply.”
【最後召集】⏰】買雪糕滿$60即享8折優惠！🍦✨ 雪糕8折限時優惠最後召嚟 !今日嚟Circle K 以超低價入手大量雪糕 🛒，喺呢個炎炎夏日食返個夠 ☀️❄️！凡購買任何雪糕產品滿$60即享 8折 💥，把握機會快啲嚟掃貨，將雪櫃塞到爆啦 🧊😋！ 精選推介 ⭐️： ✨ Häagen-Dazs 脆皮雪 …
Official Circle K HK page pushing 'last call' ice cream discount (20% off with $60 spend) featuring Häagen-Dazs, Nestlé, Mövenpick and local brands to drive summer basket size.
View post →“aespa Lemonade Highball (500ml) arrives at Circle K, tied to aespa's new album, featuring fresh lemon slices for a refreshing summer drink; must be 18+ to purchase/consume alcohol, while stocks last.”
aespa LEMONADE HIGHBALL 登陸 Circle K！🍋 . 隨住 K-POP ⼈氣組合 aespa 第⼆張正規專輯發⾏，aespa LEMONADE HIGHBALL (500毫升）都正式嚟到 Circle K 啦！爽快感直接爆表！🔥 . 特別加⼊新鮮檸檬⽚，每⼀啖都帶有清新果⾹ …
Owned post leverages K-pop aespa tie-in to launch a new alcoholic beverage, targeting fan/lifestyle audience.
View post →“Last day! Spend $60+ on ice cream for 20% off, featuring Häagen-Dazs, Nestlé, Movenpick and more.”
【最後今日⏰】買雪糕滿$60即享8折優惠！🍦 ✨ Häagen-Dazs 脆皮雪糕批(各款) 6件$110 【8折後平均$14.7/件】 🍨雀巢甜筒(各款)*不包括怪奇物語口味 【8折後平均$6.1/件】 🍨 MOVENPICK 雪糕杯(各款) 4件$100 【8折後平均$20/件】 🌍 環球雪糕( …
Deal-aggregator repost amplifies Circle K's ice cream discount reach to bargain-hunters.
View post →What customers are saying
Act on this
A Threads post praising a Thai-style 7-Eleven snack drew huge engagement, but the top comment mocks the recommendation and spawned dozens of replies branding the product 'chemical', 'science and dark tech', and a food-safety risk — tying 7-Eleven's shelf directly to a viral trust hit.
▸ Top reply has 12,029 likes vs 454 on the original post; dozens of follow-on comments repeat the 'chemical/ultra-processed' framing.
你嘅意思係你作為一個foodie 你走去推薦魔芋爽
“So you're a self-proclaimed foodie, and you go recommend konjac snacks?”
7-Eleven@_meowooooo_ · Threads · ♥ 12k · source
A customer paying an extra $7 expected an upgraded tea base but says staff simply used the regular lemon-tea base with added water/ice, and no staff member could explain the charge — a small but real trust ding on a beloved, high-frequency SKU.
▸ Comment directly questions where the promised tea-base upgrade went and whether the $7 was just for a larger cup.
BTW 杯野好撚澀，我開頭以為係用楚撚記配方嘅茶底，後尾又見到店員用平時沖檸茶個壺紅茶底加水加冰俾我，咁楚撚記個part去咗邊，加7蚊純屬加大？有無7仔店員解釋吓😂
“BTW this drink was really bitter — I thought it'd use the Chu Kee tea base, but then I saw staff just use the regular lemon-tea base with added water and ice. So where did the Chu Kee part go? Was the extra $7 just for a bigger size? No 7-Eleven staff could explain.”
7-Eleven@harbourbb · Threads · ♥ 1 · source
What's working
Organic, low-cost plays are outperforming — a guerrilla mascot hunt and everyday SKU love are doing more for the brand than any paid push.
7-ElevenBlack cat hunt turns storefronts into a citywide scavenger game
Fans independently spotted and mapped posters across Tuen Mun, Causeway Bay, Tsuen Wan and Lam Tin.
今期7仔玩「尋貓」宣傳廣告，好得意呀！ 喺屯門市中心我已搵到四個唔同嘅啓示😂 #18brotheblackcat #7仔
“This round of 7-Eleven's 'find the cat' campaign is so cute! I already found four different posters in Tuen Mun Town Centre.”
7-Eleven@amymeowb · Threads · ♥ 139 · source
荃灣都有喎
“Tsuen Wan has one too!”
7-Eleven@yukiiiii_0405 · Instagram · ♥ 1 · source
7-ElevenIndonesian instant noodles and sesame rice balls win spontaneous praise
Threads post claims 7-Eleven's Indonesian noodles beat homemade; sesame rice ball post gets strong engagement.
冷知識:711印尼撈麵>>>>>自己煮嘅印尼撈麵▓
“Fun fact: 7-Eleven's Indonesian instant noodles >>> homemade Indonesian noodles.”
7-Eleven@fuccdaaawrlddddd · Threads · ♥ 187 · source
福元芝麻湯圓太好jap🖤 佢個特濃芝麻奶都好出色😋 搵左幾間7仔終於有😗
“Fuk Yuen sesame rice balls are so good to slurp, and the extra-thick sesame milk is excellent too — finally found it after checking a few 7-Elevens.”
7-Eleven@_vita_ki · Threads · ♥ 110 · source
7-Eleven45th anniversary trade show draws warm nostalgia
Comments react fondly to the 1981 HK founding date and 1,100+ store milestone.
原來有45年😮
“Wow, it's already 45 years!”
7-Eleven@veritas.2023 · Instagram · ♥ 1 · source
Report Card: gripes, questions & requests
Beneath the viral wins, customers are flagging pricing transparency, snack-safety worries, and small in-store friction.
7-ElevenLemon tea surcharge left unexplained
Customer questions the extra $7 charge and a swapped tea base with no staff explanation.
BTW 杯野好撚澀，我開頭以為係用楚撚記配方嘅茶底，後尾又見到店員用平時沖檸茶個壺紅茶底加水加冰俾我，咁楚撚記個part去咗邊，加7蚊純屬加大？有無7仔店員解釋吓😂
“BTW this drink was really bitter — I thought it'd use the Chu Kee tea base, but staff just used the regular lemon-tea base with added water and ice. Where did the Chu Kee part go? No staff could explain.”
7-Eleven@harbourbb · Threads · ♥ 1 · source
7-ElevenThai snack sparks mass ingredient/safety worries
A pile-on of comments call the imported snack 'ultra-processed junk' and question the influencer endorsing it.
你嘅意思係你作為一個foodie 你走去推薦魔芋爽
“So you're a self-proclaimed foodie, and you go recommend konjac snacks?”
7-Eleven@_meowooooo_ · Threads · ♥ 12k · source
Sorry 但係呢d大陸零食既味好化學 你因住食得多會0臭 D臭味入埋血
“Sorry but this mainland snack tastes really chemical — eat too much and the smell gets into your blood.”
7-Eleven@funcyf · Threads · ♥ 58 · source
7-ElevenIn-store hygiene complaint at a Macau outlet
Customer asks fellow shoppers not to leave used tissues on the checkout counter.
頭先大約22:50左右光顧過氹仔X城7仔嗰兩位算本地口音嘅中年女士，麻煩唔好將自己用過嘅紙巾就咁劈喺收銀櫃枱前面好嗎。
“Around 22:50 tonight at the X City 7-Eleven in Taipa, to the two local-sounding middle-aged women — please don't just dump your used tissues on the checkout counter.”
7-Eleven@infiernosinfin_00 · Threads · ♥ 1 · source
7-ElevenSmall asks: downloadable posters, sugar-content transparency
Fans ask for downloadable cat-hunt posters; shoppers ask about sugar content in the new rice ball.
唔識玩個遊戲。好鐘意啲posters.有冇得download?
“I don't know how to play the game. I really like the posters — can I download them?”
7-Eleven@leung8315 · Instagram · ♥ 1 · source
我都見到 但糖分都好似幾高( ･᷄ὢ･᷅ )
“I saw it too but the sugar content looks quite high.”
7-Eleven@waiying.z · Threads · ♥ 1 · source
The original Threads post is enthusiastic praise for a 7-Eleven Thai-style snack (454 likes), but its single highest-liked reply (12,029 likes) mocks the recommendation, and dozens of follow-on comments pile on calling the item 'chemical junk food' — a viral post that ends up eroding trust in 7-Eleven's snack curation rather than building it. See the post →
Circle KIce-cream discount sale creates crowd-blocking at Mongkok store
Circle K's citywide ice-cream discount is driving strong sales, but a Mongkok branch saw shoppers crowding and blocking freezer access, frustrating other customers across two separate promo posts.
▸ Same complaint repeated verbatim on two different Circle K Facebook promo posts about the Sai Yeung Choi Street South branch.
呢幾日，旺角西洋菜南街72號地下間分店擺哂啲係雪糕櫃前欄住哂，點買呀？
“These past few days, the ground-floor branch at 72 Sai Yeung Choi Street South, Mongkok has people crowding in front of the ice cream freezer — how are we supposed to buy anything?”
Circle K@Cristiano Lei · Facebook · ♥ 0 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
係7仔見到忍唔住買 食落好有Thai味 完全打開左我個胃口🤦🏻♀️一野啪鬼晒
“Couldn't resist buying it at 7-Eleven — tastes so Thai, totally opened up my appetite, wolfed it all down.”
7-Eleven@homealtoeat · Threads · ♥ 454 positive · source
你嘅意思係你作為一個foodie 你走去推薦魔芋爽
“So you're a self-proclaimed foodie, and you go recommend konjac snacks?”
7-Eleven@_meowooooo_ · Threads · ♥ 12k negative · source
BTW 杯野好撚澀，我開頭以為係用楚撚記配方嘅茶底，後尾又見到店員用平時沖檸茶個壺紅茶底加水加冰俾我，咁楚撚記個part去咗邊，加7蚊純屬加大？有無7仔店員解釋吓😂
“This drink was really bitter — I thought it'd use the Chu Kee tea base, but staff just used the regular lemon-tea base with water and ice. Where did the Chu Kee part go? No staff could explain the extra $7.”
7-Eleven@harbourbb · Threads · ♥ 1 negative · source
今期7仔玩「尋貓」宣傳廣告，好得意呀！ 喺屯門市中心我已搵到四個唔同嘅啓示😂 #18brotheblackcat #7仔
“This round of 7-Eleven's 'find the cat' campaign is so cute! I already found four different posters in Tuen Mun Town Centre.”
7-Eleven@amymeowb · Threads · ♥ 139 positive · source
呢幾日，旺角西洋菜南街72號地下間分店擺哂啲係雪糕櫃前欄住哂，點買呀？
“These past few days, the Mongkok branch at 72 Sai Yeung Choi Street South has people crowding in front of the ice cream freezer — how are we supposed to buy anything?”
Circle K@Cristiano Lei · Facebook · ♥ 0 negative · source
冷知識:711印尼撈麵>>>>>自己煮嘅印尼撈麵▓
“Fun fact: 7-Eleven's Indonesian instant noodles >>> homemade Indonesian noodles.”
7-Eleven@fuccdaaawrlddddd · Threads · ♥ 187 positive · source