Executive summary
- ⚠ Review7-Eleven7-SELECT x 地茂館 black sesame dessert collab is the day's dominant story, sparking 8+ viral organic UGC posts across IG/FB with influencers ranking it a top favorite.
- In the commentsFans are asking which stores stock the full 8-item range — availability is lagging the buzz.
- 7-ElevenOwned-channel pushes (M&M's crispy cookie launch, siumai/fishball app deal, Vitasoy giveaway) are outperforming most earned content, with 7-Eleven's giveaway rollout beating Circle K's by a day.
- In the commentsA shared jetso post shows 7-Eleven's Vitasoy premium redemption started 9/9 vs Circle K's 9/10 — a small but visible loyalty edge.
- Circle KA viral Threads video of an elderly man pushing an apparently 'borrowed' ParknShop trolley inside an OK store and berating a student racked up 794 likes and hundreds of angry replies.
- In the commentsTop comments blast staff for not intervening and urge the student to report the incident to police.
- Circle KCircle K's foodpanda/ShopEasy delivery promo is drawing genuine operational complaints: orders confirmed then cancelled after riders already reached the store.
- In the commentsCustomers call the system 'garbage' and say staff claimed they never received the order, leaving riders to make the trip for nothing.
- ⚠ Review7-ElevenWatch item: a Xiaohongshu user flagged 7-Eleven's HK consignment-sale service ('賣貨易') as looking fraudulent — broken links and 404 pages echoing a known Taiwan scam pattern.
- In the commentsSmall reach today (1 engagement) but a trust issue worth a quick comms/IT check.
- 7-ElevenMinor friction points persist: shoppers question whether app pickup orders still incur plastic-bag fees, and ask about pricing/taste of new SKUs like RIO sugar-free mints.
Earned vs owned reach
Of the 7.8k total reach today, 68% is the chains posting on their own channels and only 32% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 32%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 1.6k | 3.1k | 65% |
| Circle K | 833 | 2.3k | 73% |
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
“New M&M's Crispy Cookie Chocolate now at 7-Eleven.”
【#7仔新嘢】M&M'S酥脆曲奇朱古力登場啦😋🍫✨ 今期 7 仔帶嚟 # M&M’S酥脆曲奇朱古力 💛香醇濃郁牛奶朱古力外層包裹香脆糖衣🤤再配上酥脆鹹香餅乾夾心✨三重口感一次過滿足你嘅味蕾😆快啲嚟 7 仔入手啦🛒💨 #7ElevenHK #7ElevenMACAU #7Eleven便利店 #快啲嚟7 …
High-engagement owned post (708) for new confectionery SKU, strong organic reach for a routine product drop.
View post →“7-Eleven App-only deal: $11 for 10 siumai/fishballs plus a free drink, today 2pm only.”
【只限今日❗️7仔App限定優惠❗️】 未諗到今日下午茶食咩嘅你 💭，7仔幫你準備好啦~ 今日下午2點～$11 買10粒燒賣/魚蛋，送你維他檸檬茶/菊花茶/芒果汁/黑加侖子汁/氣泡茶310-330毫升(各款)^～ 🚶🚶️揾返間最近嘅7仔，準備開app落單啦！📲https://qr1.be/HCODF …
Repeat of the app-exclusive food-counter bundle promo, reinforcing app engagement push.
View post →“New RIO sugar-free mint series with Kuromi/Cinnamoroll/Hello Kitty packaging, three flavours, now at 7-Eleven.”
【#7仔新嘢】RIO無糖薄荷糖系列登場啦😋🍬✨ 今期 7 仔帶嚟可愛嘅 #RIO無糖薄荷糖系列 💛Kuromi、Cinnamoroll同Hello Kitty造型包裝同步登場😍🍬 無糖配方配搭三款清新口味✨細細盒方便隨身攜帶，無論放喺手袋、辦公室定隨身攜帶都啱晒💛 快啲嚟 7 仔入手啦🛒💨！ 🍇 提 …
Owned post leveraging Sanrio-style character packaging (Kuromi, Cinnamoroll, Hello Kitty) for impulse-buy appeal.
View post →“New Italian ham pesto cream cheese bagel sandwich $26 at 7-Eleven; yuu members earn stamps toward free item.”
【#新品登場】📣🆕 7-SELECT 意式火腿青醬忌廉芝士貝果三文治🥯🌿 日日都食普通三文治🥪？係時候試下新搞作啦😎！7仔推出全新貝果三文治🥯，將鹹香意式火腿🇮🇹、羅勒青醬🌿同忌廉芝士🧀一次過夾埋，味道層次豐富又夠晒Match🔥！ 🥯7-SELECT 意式火腿青醬忌廉芝士貝果三文治 $26/件 煙韌 …
New bagel SKU tied to yuu loyalty stamp promotion, encouraging repeat visits and app engagement.
View post →“New limited-edition Calbee French Lobster Bisque flavour chips now at 7-Eleven.”
【#7仔新嘢】卡樂B法式龍蝦濃湯味薯片登場啦😋🦞🥔✨ 今期 7 仔帶嚟期間限定新滋味 #卡樂B法式龍蝦濃湯味薯片 💛將法式經典龍蝦濃湯風味融入香脆薯片之中🤤濃郁蝦香配搭香脆口感✨每一啖都充滿層次感~ 喜歡海鮮滋味嘅你快啲嚟 7 仔入手啦🛒💨！ #7ElevenHK #7ElevenMACAU #7E …
Owned seasonal limited-edition snack launch post, standard catalogue content.
View post →“Food blogger unboxes and ranks the 7-SELECT x Tei Mou Koon black sesame dessert range, praising puddings, puffs and tarts.”
呢期黑芝麻甜品真係大熱！連7-SELECT 都強勢推出 8 款黑芝麻系列甜品同烘焙產品，仲要係同人氣中式糖水店「地茂館」聯乘！黑芝麻控隨時隨地都可以食到！ 即刻同大家開箱！ 【日本製造】 黑芝麻忌廉麻糬感蛋糕卷($18/件) 黑芝麻忌廉香濃幼滑，外層蛋糕滿滿「麻糬感」，口感濕潤軟糯，層次感豐富。 【 …
Detailed foodie unboxing of the black sesame collab reinforces strong seasonal buzz across multiple accounts.
View post →“Long narrative describing an elderly man pushing a ParknShop cart into an OK convenience store in Tsz Wan Shan, bumping into a student, leading to a verbal and physical altercation; poster shares video defending the student.”
首先啦，我一開頭 就行咗入去 慈雲山正輝樓嗰邊嘅OK便利店 起初我入去嘅時候 呢個冇咩頭髮嘅阿伯唔知做乜鬼嘢 攞住百佳嘅推車入咗OK便利店 我都覺得怪怪地 之後前面嘅中一學生 孭住書包喺度揀雪糕就睇唔到la 就睇唔到唔小心撞到架車 個阿伯就話佢 「細路仔 唔係孭書包度睇唔到啊」都幾惡吓嘅 …
Detailed eyewitness account of an elderly man vs. student dispute inside an OK store going viral; associated public conflict poses mild reputational risk even though not brand's fault.
View post →“Nongshim rose-tomato spicy noodles and carbonara spicy noodles now available at Circle K's hot food bar; can swap into Hot & In meal sets for free.”
【🍜辛辣麵首選！】農心韓式玫瑰番茄醬辛辣撈麵震撼上市！✨ . 農心辛辣麵又有新風味登場，嚟Circle K美食吧就食得到👍！將經典辛辣麵嘅勁辣口感，完美融合濃郁順滑嘅玫瑰風味醬汁😋，完美呈現近年大熱嘅「K-ROSE 風味」！🔥🥛 . 🆕全「新」登場🌟韓式玫瑰番茄醬辛辣撈麵 ▸ 以番茄同奶油為基礎加入 …
New hot-food-bar SKUs riding the trending 'K-Rose' Korean rose sauce flavor to boost food-bar traffic.
View post →“Circle K food bar: fish balls and siu mai, 10 pieces for $11, Sept 10–23, while stocks last daily.”
【🍡$11 食到 10 粒？！】Circle K 美食吧魚蛋、燒賣限時驚喜價！✨ . Circle K 美食吧特別為你送上驚喜優惠！由 9 月 10 日早上 7 時起至 9 月 23 日，魚蛋同燒賣 10 粒只需 $11！燒賣或者雙拼隨心配，熱辣辣又夠惹味，簡直係下午茶或放學放工打氣嘅最佳選擇！💯 …
Deep-discount hot-food-bar snack promo ($11 for 10 pcs) to drive footfall for street-food occasions.
View post →“Buy any 3 of OREO/RITZ/Chips Ahoy/Tai Ping/Fonzies and add $1 to get an OREO character bag charm, Sept 10–23.”
【#開學限定】買指定零食 +$1 換購 OREO 造型公仔掛件！✨ . 全新開學限定優惠 Circle K 有得換啦 🤩! 而家嚟買 OREO、RITZ、Chips Ahoy!、太平或 Fonzies 任何 3 件產品，即可以 +$1 換購超得意 OREO 造型公仔掛件 1 件🎒。 . OREO 造 …
Back-to-school add-on promo bundling snack brands with a collectible charm to boost multi-buy transactions.
View post →“Order Circle K's Vitasoy all-day meal set via foodpanda and get a free Vitasoy 'Day Day' tableware set (worth $68), promo through Oct 7.”
【Circle K X foodpanda🥛買維他奶送「Day Day 餐具套裝」✨ 】 . 返學食晏或者返工帶飯，都有維他奶「Day Day」陪住你每一餐！ 由即日起，開 foodpanda 叫 Circle K「維他奶全日陪住你套餐」，即免費送你1 套「Day Day 餐具套裝」(價值 $68) …
foodpanda delivery tie-in bundling Vitasoy with free branded tableware to drive delivery orders.
View post →What customers are saying
Act on this
A Xiaohongshu user compared 7-Eleven HK's 賣貨易 consignment-resale service to a known Taiwan scam template, citing broken links and 404 pages — small reach today but the kind of comment that can snowball into a trust story if unaddressed.
▸ XHS commenter says the same fake-link setup used in a Taiwan scam is now running under a Hong Kong domain.
不是香港有，是在香港弄个台湾的链接行骗[笑哭R]一眼假
“It's not just Taiwan that has this — someone's running the same fake-link scam in Hong Kong now, obviously fake at a glance.”
7-Eleven@Joker8379 · Xiaohongshu · ♥ 0 · source
The 7-SELECT x 地茂館 black sesame series is today's biggest organic story, but repeated comments say online buzz outpaces in-store availability — fans can't always find the full 8-item range.
▸ 8+ organic posts (36–318 engagement) praising the range, alongside comments asking where to find specific items.
每次係@都見到新野 但每次去7仔都見唔到
“Every time I see new items posted online, I never find them when I actually go to 7-Eleven.”
7-Eleven@moncollect_1777 · Threads · ♥ 0 · source
What's Working
Beyond the viral drama, today's comments show genuine product love and loyalty for both chains.
7-ElevenBlack sesame x 地茂館 dessert collab is a genuine crowd-pleaser
8+ organic IG/FB posts (36–318 engagement) gush over the range, some fans comparing it favorably to specialty dessert shops.
今期超正😍大愛黑芝麻！
“This season's lineup is amazing, love black sesame!”
7-Eleven@wendy.square · Instagram · ♥ 0 · source
7仔個黑芝麻布甸好食到嘔 2日啪左2個💭 最賤係個底加左黑芝麻醬 點忍🥲 後面寫住made in hk 💥💥💥
“7-Eleven's black sesame pudding is insanely good — I've eaten two in two days.”
7-Eleven@celiacelia5679 · Threads · ♥ 46 · source
7-ElevenOwned app/loyalty promos are the engagement powerhouse
M&M's crispy cookie launch (708 engagement) and the siumai/fishball app deal (579) outperform most earned posts; the Vitasoy giveaway rollout beat Circle K's by a day.
維他奶™優惠 📍7-Eleven / Circle K 門市 🔥購買維他奶系列飲品滿 $20 💰加 $1即可換購「維他奶造型摺疊雨傘收納袋」1個 📅換購日期： 7仔：9月9日起 OK便利店：9月10日起
“Vitasoy series promo at 7-Eleven/Circle K: spend $20 + $1 for an umbrella pouch — 7-Eleven starts Sept 9, OK starts Sept 10.”
7-Eleven@jetsobuddy01 · Threads · ♥ 3 · source
Circle KHard-to-find snacks build real loyalty at Circle K
A customer describes hunting for an exclusive OK-only milk candy, finally special-ordering 8 packs through a store manager.
最近愛上這款牛奶糖 只有在OK便利店有看到 一包45元 因為太難買了 上蝦皮找 本以為蝦皮會比較便宜 結果…. 跟醫院的OK店長許願 終於進貨了8包 一次全買包了 員工在打9折 一包41 甜在心啊 啦啦啦…….
“I've fallen for this milk candy, only sold at OK stores... finally begged the store manager to stock 8 packs, staff gave me a 10% discount — sweet indeed.”
Circle K@only_u0406 · Threads · ♥ 9 · source
Report Card: Questions & Gripes
Even amid the black-sesame high, customers flagged availability gaps, fee confusion, and one trust concern worth a quick check.
7-ElevenCan't find the full black sesame range in-store
Comments repeatedly ask which branches stock all 8 SKUs, suggesting distribution lags the social buzz.
我係好難搵到「心頭好」不是每間7仔都有齊款， 有冇人知道邊間7仔最多款
“It's hard to find my favorite — not every 7-Eleven carries the full range. Does anyone know which store has the most flavors?”
7-Eleven@cherry.cf0401 · Instagram · ♥ 0 · source
每次係@都見到新野 但每次去7仔都見唔到
“Every time I see new items posted online, I never find them when I actually go to 7-Eleven.”
7-Eleven@moncollect_1777 · Threads · ♥ 0 · source
7-ElevenPlastic bag fee rules unclear for app orders
A customer asks whether ordering via the 7-Eleven app for in-store pickup still incurs a plastic bag charge.
用app買要收膠袋錢？
“Do you still get charged for a plastic bag if I order through the app?”
7-Eleven@iamgeoffrey_ · Instagram · ♥ 1 · source
7-Eleven賣貨易 consignment platform reads as untrustworthy
XHS user flags broken links/404 pages on 7-Eleven HK's consignment resale site, likening it to a known scam pattern.
不是香港有，是在香港弄个台湾的链接行骗[笑哭R]一眼假
“Not just Taiwan has this — someone's running the same fake-link scam in Hong Kong now, obviously fake at a glance.”
7-Eleven@Joker8379 · Xiaohongshu · ♥ 0 · source
7-ElevenNew SKU pricing/taste unclear to shoppers
Customers ask about price and taste of new RIO sugar-free mints before deciding whether to try them.
好吃嗎？多少錢
“Does it taste good? How much is it?”
7-Eleven@cengxiangxiang80 · Instagram · ♥ 0 · source
Circle KFoodpanda/ShopEasy order glitch strands riders and burns trust
Identical complaints posted on both the IG and FB versions of the Vitasoy-bundle promo describe Circle K accepting foodpanda orders, then having in-store staff claim they never received the order and cancel it after the rider has already arrived — wasting the rider's trip and angering customers.
▸ Same complaint duplicated verbatim across Instagram and Facebook comment threads on the same post.
無貨就唔好做推廣喇 系統垃圾到爆 落完單 外賣員去到舖頭 職員居然話收唔到張單 直接就取消 辛苦外賣員白行 🤬🤬
“Don't run a promo if there's no stock — the system is garbage. I placed an order, the rider got to the store, staff said they never received it and cancelled it outright — the rider made the trip for nothing.”
Circle K@chillchill.barter · Instagram · ♥ 0 · source
Circle KViral OK-store bullying video puts store safety culture under the microscope
A Threads post (794 likes on the main post, dozens of angry replies) shows an elderly man pushing an apparently 'borrowed' ParknShop trolley into an OK store and berating a student who bumped into it; commenters are angry no staff intervened.
▸ A top comment (211 likes) blasts 'trash old men' for bullying kids over a small pushcart bump in OK.
OK店有職員㗎嘛，你做咩唔值得為職員？你幫佢啊淨係拍片你要嗱嗱聲當時解決㗎嘛，學生都可以正義㗎驚咩？
“OK stores have staff — why didn't you get them instead of just filming? Students can stand up for themselves, no need to be scared.”
Circle K@meimeiliu962 · Threads · ♥ 1 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
今期超正😍大愛黑芝麻！
“This season's lineup is amazing, love black sesame!”
7-Eleven@wendy.square · Instagram · ♥ 0 positive · source
無貨就唔好做推廣喇 系統垃圾到爆 落完單 外賣員去到舖頭 職員居然話收唔到張單 直接就取消 辛苦外賣員白行 🤬🤬
“Don't run a promo if there's no stock — the system is garbage. I placed an order, the rider got to the store, staff said they never received it and cancelled it outright.”
Circle K@chillchill.barter · Instagram · ♥ 0 negative · source
啲死廢老最叻蝦啲細路仔 以為自己大L晒 OK咁細咁迫推架超市車做乜9
“Trash old men love picking on kids — acting tough over a small pushcart in a tiny OK store.”
Circle K@m_mei2_ · Threads · ♥ 211 negative · source
不是香港有，是在香港弄个台湾的链接行骗[笑哭R]一眼假
“Not just Taiwan has this — someone's running the same fake-link scam in Hong Kong now, obviously fake at a glance.”
7-Eleven@Joker8379 · Xiaohongshu · ♥ 0 negative · source
最近愛上這款牛奶糖 只有在OK便利店有看到 一包45元 因為太難買了 上蝦皮找 本以為蝦皮會比較便宜 結果…. 跟醫院的OK店長許願 終於進貨了8包 一次全買包了 員工在打9折 一包41 甜在心啊 啦啦啦…….
“I've fallen for this milk candy, only sold at OK stores... finally begged the store manager to stock 8 packs — sweet indeed.”
Circle K@only_u0406 · Threads · ♥ 9 positive · source
7-11平D好食D
“7-Eleven is cheaper and tastier.”
Circle K@Alex Ngai · Facebook · ♥ 0 negative · source