Executive summary
- 7-Eleven7-Eleven's black-cat mascot reveal and viral $16 raw-chocolate cup drove a week of organic curiosity-led buzz with zero paid push
- ⚠ Review7-ElevenHaidilao Thai-lime cold-brew tub and Korean 2.0 roll relaunch are the strongest content levers this cycle (1,087 and 784+532+471 eng.)
- In the commentsOne shopper flags a food-safety worry — the chicken-feet ingredient revives memories of the recent formaldehyde scare
- 7-ElevenCollectible IP drops (Pooh/COSBI) plus celebrity tie-ins (Kim Taehyung Coke/postcards) are pulling in cross-border tourist buzz on Xiaohongshu
- Circle KCircle K's Panda Friends blind-box is generating far more organic UGC than any 7-Eleven collectible, but duplicate pulls and swinging prices ($15 vs $30) are frustrating collectors
- Circle KCircle K's coffee-milk switch to a Sanlu-linked supplier is reviving 2008 melamine-scandal anxiety and has already pushed one customer to say they'll switch to 7-Eleven
- ⚠ Review7-ElevenNew-product posts keep drawing unanswered pricing questions, and the ROKEBY lactose-free milk launch is getting a misleading-claims callout
- In the commentsMultiple 'how much?' comments go unanswered while one shopper flags hidden artificial sweetener despite the 'no lactose' framing
Earned vs owned reach
Of the 7.3k total reach today, 79% is the chains posting on their own channels and only 21% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 21%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 1.4k | 5.0k | 78% |
| Circle K | 121 | 722 | 86% |
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 launches a Haidilao-branded Thai lime cold-brew snack tub with quail eggs, chicken feet and vegetables.”
【#7仔新嘢】海底撈泰式小青檸風味冷泡桶登場啦😋🍋🌶️✨ 今期 7 仔帶嚟消暑開胃新選擇 #海底撈泰式小青檸風味冷泡桶 💚 🍋酸辣鮮香配搭清新小青檸風味，加埋鵪鶉蛋、去骨鳳爪同爽脆時蔬🤤酸酸辣辣夠晒惹味✨只需簡單冷泡3至5分鐘即可享用✨無論放工肚餓、宵夜時段定想食啲清爽小食都啱晒💚 ✨快啲嚟 7 仔 …
Owned new-product post co-branded with Haidilao targeting spicy/sour snack demand.
View post →“7-Eleven launches a Korean fishcake-spinach salad cup and a Korean mixed bibimbap, tied to yuu stamp rewards.”
【#新品登場】📣新口味🆕 7-SELECT韓式魚糕菠菜拌沙律杯 & 韓式什錦拌飯 🇰🇷 韓式風味新品登場😍今次7-SELECT一次過為你帶嚟兩款韓式美食，一款清新開胃🥬，一款暖笠笠夠曬滿足🍚，無論想輕鬆食個韓式小菜，定想享受豐盛一餐都啱晒你🤤！ 🥗7-SELECT 韓式魚糕菠菜拌沙律杯 $16/件 …
Two new Korean-themed ready meals launched alongside the yuu stamp loyalty mechanic.
View post →“7-Eleven's latest blind box lineup includes Winnie the Pooh 100th-anniversary plush charms and COSBI mini figures from Haikyuu, DANDADAN and other IPs.”
【#7仔新嘢 】今期 #7仔盲盒 齊集超多款人氣系列🌟立即嚟7仔碰碰運氣，儲齊心水款式帶返屋企啦😎 ！ 🌟小熊維尼100周年盲盒毛公仔掛飾 🌟我獨自升級 COSBI 盲盒迷你人偶 🌟排球少年!! COSBI 盲盒迷你人偶 🌟DANDADAN COSBI盲盒迷你人偶 小熊維尼100周年盲盒毛公仔掛飾銷 …
Owned blind-box collectible drop leveraging popular IPs (Pooh 100th anniversary, Haikyuu, DANDADAN) to drive collector traffic.
View post →“7-Eleven shows a before/after upgrade of its Korean roll 2.0 series: more filling (40%+), 6 filling varieties, and a new sesame rice base.”
【無花無假！7-SELECT韓卷 Before & After🇰🇷】 7-SELECT韓卷 2.0 系列重重重重重重重重重重重重重料唷🤤講都冇人信，一於用3 幅圖睇晒韓卷嘅前世今生⏮️一睇就知今次幾有料👇🏻 ⭐️飯少料多，餡料佔比40%＋ ⭐️餡料升級至 6 款 ⭐️升級至芝麻飯底 今次點止有料，今 …
Owned before/after comparison showcasing a filling upgrade (40%+ filling ratio, 6 fillings, sesame rice base) for the Korean roll line.
View post →“Blogger reviews 7-Eleven's 6 new Korean-style items (4 hand rolls, bibimbap, fishcake salad), praising taste and giving a microwave tip; notes free hairclip GWP at MTR stores.”
1秒飛韓國！🇰🇷 7-Eleven 全新韓食系列 6大新品開箱 🍙✨ 去唔到韓國住？唔緊要！7-Eleven 嘅 7-SELECT 最近整咗個全新韓食系列，一次過出咗 6 款新品，簡直係各位想 hea 歎韓風嘅救星 🤤 🍙 今次一口氣幫大家試咗呢 6 款😎 🎁買兩件韓式手卷仲有醬烤牛肉髮捲送😆 4款 …
Detailed influencer taste-test of the new Korean food series with a practical microwave tip, reinforcing positive product perception.
View post →“7-Eleven put up mysterious 'missing cat' posters across HK stores for a week; PR reveal shows it was a teaser for a new black-cat mascot.”
7仔貼海報尋黑貓之迷 原來係吉祥物黑貓登場 上星期四（8月21日）開始，港九新界各地的7-11便利店都出現神秘尋貓告示，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及做出奇怪跳舞動作。大家都好奇到底是真有黑貓偷食物，還是七月盂蘭的宣傳手法？等了7日，7仔（7-Eleven）公關大員在昨 …
HK media covered 7-Eleven's week-long mystery poster stunt that revealed a new black-cat mascot, generating buzz and free press.
View post →“Circle K launches new Mochi Cookie line (peanut, earl grey, honey grape) with $2 member coupon, Aug27-Sep9.”
【🍪新品登場】Circle K「麻糬曲奇」曲奇脆皮 ✕ 煙韌拉絲！✨ . Circle K推出全新「麻糬曲奇」系列！外鬆內軟嘅曲奇包裹住軟糯煙韌嘅麻糬夾心，口感層次超豐富！配埋一杯熱茶，享受至Chill嘅下午茶滋味！☕️曲奇迷千萬唔好錯過！😍 . ✨ 【3款全新口味麻糬曲奇】 🥜 花生味：香濃花生香 …
New bakery product launch (3 mochi-filled cookie flavors) with member coupon discount to drive trial.
View post →“Circle K's ShopEasy online platform now sells Sanrio-themed XPOWER speakers/power banks with free shipping and 24h in-store pickup, through Sep23.”
【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 🏪 . Sanri …
Cross-promotion of e-commerce platform with Sanrio-licensed electronics to drive online pickup traffic.
View post →“Circle K launches Mid-Autumn 'ugly-cute' Fuggler and Oyster BB merchandise (pickleball set, tote bags, diffusers, etc.) plus mooncake and gift promotions from Saint Honore and Hang Heung.”
【🌕咬一口醜萌滋味！】Circle K中秋限定Fuggler同生蠔 BB爆萌登場！ . 今個中秋，Circle K為大家帶來超有個性嘅「醜萌」驚喜！有Fuggler（放克牙寶） 同生蠔 BB 推出一系列超實用又爆萌嘅獨家精品，每款仲附送專屬迷你月餅 1 個！🥮😍 . 🏓 運動潮物：匹克球球拍套裝（放 …
Circle K's Mid-Autumn campaign pairs cute IP merchandise with mooncake tie-ins from Saint Honore/Hang Heung, a strong seasonal promo push.
View post →“Good news for Rokeby protein fans who are lactose intolerant — new lactose-free high-protein milk just launched, larger 900ml size (vs usual small bottles), Full Cream and Low Fat available; tried Full Cream, mild taste, good. Sold at OK for $35, $2 off for members.”
鐘意飲ROKEBY protein但又有乳糖不耐嘅ching有福了! 佢地新出左高蛋白無乳糖牛奶 以為同其他產品一樣細細支 點知成900ml🤣 有Full Cream同Low Fat兩款 試左Full Cream 淡淡地幾好味 OK賣緊$35/支 會員再減兩蚊
Positive organic review of new lactose-free protein milk SKU sold at OK/Circle K, useful product feedback.
View post →“Circle K back-to-school promo: 4 milk drinks for $20, 2 yogurts for $16, member discounts on sandwiches and bread, Aug27-Sep9.”
【新學年！能量滿分 POWER UP！⚡️】 新學年開學啦！ Circle K 特別為大家準備咗多款早餐同滋味飲品優惠，幫你隨時補充滿滿能量，開心迎接新挑戰 🤩! 牛奶飲品/乳酪任你揀 🥛： ▪️ 各款高鈣/低脂/脫脂/朱古力牛奶飲品 236毫升 (*鮮牛奶除外) ➡️ 任選 4 件只需 $20！ …
Seasonal back-to-school bundle promo on milk, yogurt and bread targeting students.
View post →What customers are saying
Act on this
The Haidilao Thai-lime cold-brew tub post, one of the day's top performers, includes deboned chicken feet — a comment directly ties this back to an unresolved formaldehyde controversy, risking a credibility hit on a high-engagement launch.
▸ Top comment on the Haidilao tub post directly invokes the formaldehyde scandal
甲醛風波都未過, 夠膽死仲整鳳爪
“The formaldehyde scandal hasn't even blown over, and they still dare put out chicken feet”
7-Eleven@elyssa_auer2020 · Instagram · ♥ 0 · source
Shoppers are scrutinising the ROKEBY milk's health positioning — one accuses the brand of hiding artificial sweeteners behind a lactose-free label, others ask for exact protein-per-serving figures that the post doesn't provide.
▸ Comment thread includes an explicit 'misleading' accusation plus unanswered protein-content questions
添加唔低嘅人造糖，然後用無乳糖誤導人😒⋯⋯
“Loaded with artificial sugar, yet marketed as lactose-free — misleading”
7-Eleven@bonniehelenchiu · Instagram · ♥ 1 · source
What's working
7-Eleven's food-innovation content is landing strongly this cycle, with organic tourist and local UGC reinforcing paid campaigns.
7-ElevenKorean food series 2.0 landing well with fans
Roll relaunch and bibimbap/salad posts drew hundreds of engagements with positive taste feedback
如果有埋芝士泡菜牛肉好~之前出過好好食
“Would be great if they also brought back the cheese-kimchi-beef roll — it was so good before”
7-Eleven@april_jimjim · Instagram · ♥ 11 · source
勁正呀😍
“So good!”
7-Eleven@katkat_life · Instagram · ♥ 0 · source
7-ElevenXiaohongshu bread-review series building organic bakery buzz
Tourist food bloggers are rating 7-Eleven bakery items highly, driving cross-border chatter with no paid push
終於看到了711麵包測評了！！
“Finally a 7-Eleven bread review!!”
7-Eleven@Elaine Wong · Xiaohongshu · ♥ 0 · source
肉鬆包、黑芝麻麻薯也好吃
“The floss bun and black sesame mochi are also delicious”
7-Eleven@路人甲 · Xiaohongshu · ♥ 1 · source
7-ElevenBlack-cat mascot mystery teaser sparked a week of curiosity
A week-long 'missing cat' poster mystery resolved into a mascot reveal, generating delighted reactions
🐈🐈🐈
“🐈🐈🐈 (delighted reaction to the cat mascot reveal)”
7-Eleven@alchi3x3 · Instagram · ♥ 0 · source
Report Card: Gripes & Requests
Customers are engaged with 7-Eleven's new-product cadence but are pushing back on pricing transparency and health-claim credibility.
7-ElevenWhere's the price?
Multiple new-product posts (Haidilao tub, Korean salad cup) get flooded with 'how much?' comments that go unanswered
幾錢
“How much?”
7-Eleven@alicia_cheang · Instagram · ♥ 0 · source
How much?
“How much? ❤️”
7-Eleven@joeychung_jojo · Instagram · ♥ 0 · source
7-ElevenROKEBY 'protein/no lactose' claims challenged
Shoppers question actual protein content per serving and flag artificial sweeteners despite the health-forward positioning
添加唔低嘅人造糖，然後用無乳糖誤導人😒⋯⋯
“Loaded with artificial sugar, yet marketed as lactose-free — misleading”
7-Eleven@bonniehelenchiu · Instagram · ♥ 1 · source
50% more protein?? How much protein per serving??
“50% more protein?? How much protein per serving??”
7-Eleven@goalo613 · Instagram · ♥ 1 · source
7-ElevenFood-safety nerves linger post-formaldehyde scare
New Haidilao chicken-feet tub draws a direct callback to the recent formaldehyde controversy
甲醛風波都未過, 夠膽死仲整鳳爪
“The formaldehyde scandal hasn't even blown over, and they still dare put out chicken feet”
7-Eleven@elyssa_auer2020 · Instagram · ♥ 0 · source
7-ElevenFans want the Korean roll lineup expanded
Request to bring back a discontinued flavor shows appetite for extending the 2.0 series further
如果有埋芝士泡菜牛肉好~之前出過好好食
“Would be great if they also brought back the cheese-kimchi-beef roll — it was so good before”
7-Eleven@april_jimjim · Instagram · ♥ 11 · source
Circle K's Panda Friends blind-box is a genuine viral hit, but on the same platform a customer says the chain's basic coffee-milk supply is bad enough that they're switching to 7-Eleven — collectible-driven excitement isn't buying loyalty on daily essentials. See the post →
Circle KCoffee-milk supplier switch triggers melamine-scandal backlash and a defection signal
Circle K's move to a Sanlu-owned milk brand for its coffee is drawing direct comparisons to the 2008 melamine scandal, and at least one commenter says they're switching to 7-Eleven for coffee as a result — a small but pointed loyalty risk on a daily-use product.
▸ Explicit switch-to-7-Eleven comment plus a separate thread citing Sanlu/melamine history and PFAS paper-straw risk
天呀。 OK便利店仲係用呢隻奶架!!!! 真係要轉去711買咖啡
“Oh my god, OK is still using this milk brand!!! Seriously switching to 7-Eleven for coffee”
Circle K@kakachu82 · Threads · ♥ 1 · source
Circle KPanda Friends blind-box duplicate-swap frustration and price inconsistency
The Panda Friends blind-box campaign is Circle K's biggest organic UGC driver this cycle, but repeated duplicate pulls (collectors seeking swaps) and inconsistent pricing ($15 vs $30 reported at different stores) could dent goodwill if unaddressed.
▸ Multiple threads show swap requests for duplicates and price confusion across stores
喺Ok便利店搵到㗎～ 不過佢價錢一時$30 一時$15▓
“Found it at an OK store — but the price was $30 one time and $15 another time”
Circle K@yin._yi_ · Threads · ♥ 2 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
甲醛風波都未過, 夠膽死仲整鳳爪
“The formaldehyde scandal hasn't even blown over, and they still dare put out chicken feet”
7-Eleven@elyssa_auer2020 · Instagram · ♥ 0 negative · source
添加唔低嘅人造糖，然後用無乳糖誤導人😒⋯⋯
“Loaded with artificial sugar, yet marketed as lactose-free — misleading”
7-Eleven@bonniehelenchiu · Instagram · ♥ 1 negative · source
三鹿奶粉 三聚氰胺 紙飲管 市面上多達九成的紙飲管被驗出含有具致癌風險的「永久化學物」PFAS（全氟及多氟烷基物質），且飲管在飲料中浸泡時間越長，有害物質溶出的風險就越高。 祝你身體健康
“Sanlu milk powder, melamine, and now paper straws — up to 90% of tested paper straws contain carcinogenic PFAS forever chemicals, worse the longer they soak. Wishing you good health.”
Circle K@anpansum · Threads · ♥ 15 negative · source
天呀。 OK便利店仲係用呢隻奶架!!!! 真係要轉去711買咖啡
“Oh my god, OK is still using this milk brand!!! Seriously switching to 7-Eleven for coffee”
Circle K@kakachu82 · Threads · ♥ 1 negative · source
如果有埋芝士泡菜牛肉好~之前出過好好食
“Would be great if they also brought back the cheese-kimchi-beef roll — it was so good before”
7-Eleven@april_jimjim · Instagram · ♥ 11 positive · source
🐈🐈🐈
“🐈🐈🐈 (delighted reaction to the cat mascot reveal)”
7-Eleven@alchi3x3 · Instagram · ♥ 0 positive · source