Executive summary
- 7-Eleven7-Eleven's new frozen sugar-butter crepe is a viral hunt gone wrong: customers nationwide (Hiroshima, Kansai, Kyushu) report empty shelves, confusion between the '7on' name and the actual '7NOW' app, and suspicion it's only a limited regional trial.
- LawsonLawson's karaage-kun 'spot the difference' campaign drove huge engagement, but a vocal minority accuse the brand of shrinkflation ("pieces got smaller, not just +2"), and discount-sticker timing is praised in concept but inconsistently executed store-to-store.
- 7-ElevenSeven Cafe's customizable tea/coffee lineup is popular where available, but repeated, specific pleas from Kyushu, Kansai, Tokai, Kanagawa and Hyogo residents show the machine rollout is lagging demand.
- 7-ElevenA viral Threads post of a dog cooling off at a 7-Eleven entrance split the audience hard — an off-duty-sounding store employee's apology (1,100+ likes) citing bugs, AC costs and cleaning burden shows real operational friction behind a seemingly wholesome moment.
Earned vs owned reach
Of the 138k total reach, 60% is the chains posting on their own channels and only 40% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 40%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 26k | 57k | 69% |
| FamilyMart | 17k | 2.3k | 12% |
| Lawson | 13k | 23k | 64% |
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
“RT: Day 5 of week-long free side-dish coupon lottery challenge - follow, repost, check auto-reply.”
RT @711SEJ: 1週間限定のセブンプレミアム副菜 無料クーポン抽選チャレンジ✨！ 5日目🥰 ①@711SEJをフォロー ②この投稿をリポスト ③結果は自動返信をチェック！ ⇒ 当選者にはXチャット(旧ダイレクトメッセージ)でクーポンをお届け♪
RT of high-engagement giveaway campaign (25K+ engagement), strong reach driver.
View post →“Day 6 of week-long free side-dish coupon lottery: Follow, repost, check auto-reply for results.”
1週間限定のセブンプレミアム副菜 無料クーポン抽選チャレンジ✨！ 6日目🥰 ①@711SEJをフォロー ②この投稿をリポスト ③結果は自動返信をチェック！ ⇒ 当選者にはXチャット(旧ダイレクトメッセージ)でクーポンをお届け♪
High-engagement follow/repost giveaway campaign (21K engagement) driving account growth.
View post →“#Seven #Sugar Butter Crepe #7-Eleven #Convenience store”
#セブン#シュガーバタークレープ #セブンイレブン #コンビニ
Hashtag-driven product post for Seven's sugar butter crepe, likely food-review content.
View post →“Seven's new frozen sugar butter crepe - melts in the microwave with crunchy sugar topping. Hard to find but you can check stock via the 7NOW app.”
セブン新発売の冷凍シュガーバタークレープ🧈 電子レンジで温めるだけでとろけるバターとジャリジャリのお砂糖がトッピングされた本格的なもちもちクレープが楽しめる！ 売ってる店舗かなりレアだけど、7onっていう公式アプリから検索したら在庫ある店舗が見つけられた🏪 #コンビニスイーツ #セブン #クレープ …
High-engagement post praising a new frozen crepe and highlighting stock-check via the 7NOW app.
View post →“Official post highlighting how customizable Seven Cafe drinks are via the touch-panel machine.”
／ こんなにカスタムできるって知ってた👀❓ ✨セブンカフェLINEUP✨ ＼ タッチパネル式の機械でお好みのものを選べます☺️☝️ ※セブンカフェ ティーの取り扱い店舗は、HPからご確認いただけます。 ────────────── 気になる商品があったら【保存】して、 お店でもチェックしてみてね！💕 …
Owned content showcasing Seven Cafe's customizable drink options.
View post →“This week's new Seven gummies - taste comparison!”
今週新発売！セブン最新グミを食べ比べ！ #セブンイレブン #グミ #コンビニ #Mukbang #ASMR
Mukbang/ASMR style taste comparison of newly released Seven gummies.
View post →“Super excited about FamilyMart's 45% increase #mukbang #ASMR #pregnant”
ファミマ45%増量に大興奮 #モッパン #ASMR #妊婦
Mukbang/ASMR content built around excitement for FamilyMart's 45% increase promotion.
View post →“FamilyMart 45% increase #running #Famichiki”
ファミマ45%増量 #ランニング #ファミチキ
Post referencing FamilyMart's viral 45% volume-increase promotion on Famichiki, part of a broad wave of UGC.
View post →“This is it! Choc cookie bits give it a real 'Zakutto' crunch. Comment with a 🍌 if you're interested!”
これが正解！！ チョコクッキー入りでまさしく「ザクット」！ 気になる人は「🍌」の絵文字で教えて！ #ファミマ
Official FamilyMart post teasing a new choc-cookie snack, driving engagement via emoji-comment prompt.
View post →“Announces ConvenienceWear x VIVANT Season 2 collab line socks, available via FamilyMart online reservation from Aug 7.”
日曜劇場『VIVANT』第2シーズンとのコラボレーションが実現！ 『VIVANT』の世界観をイメージして配色したラインソックスです。どこまでも続く砂漠と青空を歩く主人公 乃木の姿をイメージしています。 足底にはコンビニエンスウェア、『VIVANT』のWネームのラバープリントを施しております。抗菌防臭 …
Apparel collaboration tie-in with a popular drama extends FamilyMart's merchandise reach beyond food.
View post →“From Aug 11, FamilyMart launches an ebi katsu (shrimp cutlet) with tartar sauce, using shrimp broth for richer flavor (¥248).”
2026年8月11日（火）より、ファミリーマートが「えびカツ タルタルソース入り（248円）」を新発売します。 特製海老スープを使用して旨みを引き立て、海老カツと相性の良いまろやかなタルタルソースを入れました。 このアカウントではコンビニ新商品、チェーン店の新メニューを中心に年間2000種類以上のグ …
Savory fried snack with premium shrimp-broth positioning; solid engagement (796) suggests decent interest.
View post →“'Update complete!' - energetic announcement with image link.”
“アップ完了ちゃむ！”と気合満タンなようです♪ https://t.co/9u25g1VZcZ
Owned teaser post about app update completion, low informational content.
View post →“Besides the 2-piece increase, something else is changing too! Part of the video subtly transforms - can you spot what changed? Reply if you find it!”
＼2個増量以外にも変化している！？／ 動画の一部が、じわじわ〜っと変化します！ どこが変わっているか、わかりますか？ わかった方は、ぜひリプライで教えてくださいね(^^)
Lawson's owned account uses an interactive 'spot the change' video format to boost engagement around a quantity-increase promo.
View post →“Lawson's official account announces a new melting fondant chocolat dessert made with Belgian chocolate.”
. ＼🍫温めなくてもとろけるショコラスイーツ🍫／ 「Uchi Café とろけるフォンダンショコラ（ベルギーチョコ使用）」が発売中♪ なめらかなショコラ生地と、とろ～りチョコソースが楽しめるフォンダンショコラが楽しめます✨ . 「Uchi Café とろけるフォンダンショコラ（ベルギーチョコ使用）」 …
Official brand account promoting new Belgian-chocolate fondant dessert.
View post →“Uchi Café Strawberry Custard Tart now on sale - almond dough, strawberry jelly, custard whip.”
「Uchi Café いちごカスタードタルト」が発売中♪こんな商品です✨ 🍓ほんのりいちご香る皮付きアーモンドプードルを使用したいちごダマンド生地 🍓甘酸っぱいいちご果肉ジュレといちごプレザーブ 🍓たまごのコクが楽しめるカスタードホイップ 🍓甘酸っぱいいちごが楽しめる！ https://t.co/u …
New dessert launch highlighting seasonal strawberry flavor profile.
View post →“Lawson official post promoting new 'Uchi Cafe Strawberry Custard Tart' with strawberry jelly and custard cream (not sold in Okinawa).”
. 「Uchi Café いちごカスタードタルト」が発売中♪こんな商品です✨ 🍓ほんのりいちご香る皮付きアーモンドプードルを使用したいちごダマンド生地 🍓甘酸っぱいいちご果肉ジュレといちごプレザーブ 🍓たまごのコクが楽しめるカスタードホイップ 🍓甘酸っぱいいちごが楽しめる！ . 「Uchi Café …
Official brand promotion for new seasonal dessert; owned content.
View post →What customers are saying
Act on this
The new frozen sugar-butter crepe went viral but is functionally unbuyable for most fans — commenters report empty shelves across regions and can't even find the right locator app (confusing '7on' with '7NOW'), while others say it's Kanto/limited-trial only. Hype is turning into frustration.
▸ Dozens of comments across two TikTok posts report 'nowhere has it' or ask which app to use to check stock.
どこ探してもない😭
“Can't find it anywhere I search 😭”
7-Eleven@wataame_mogumogu · TikTok · ♥ 22 · source
A customer's affectionate post about her dog resting at a 7-Eleven entrance drew a massive, polarized reaction — including a viral rebuttal from someone claiming to be store staff, citing bugs, AC leakage, and extra cleaning burden. The brand is tagged throughout a genuinely contentious thread.
▸ One staff-perspective reply alone has 1,100+ likes disputing the practice as customer-unfriendly, not heartwarming.
犬好きコンビニ店員です。 ごめんなさい 迷惑です！ 夜ですよね？ 虫が入ってくるんですけど。 朝や昼勤務のメンバーが棚の掃除とか大変なんですけど。
“I'm a dog-loving convenience store worker. Sorry, but this is a problem! It's nighttime, right? Bugs get in. It's also a burden for morning/day staff who have to clean the shelves.”
7-Eleven@w.sakichin · Threads · ♥ 1.1k · source
What's landing well
Beyond the fixes, several brand moments are generating strong organic love worth amplifying.
LawsonLawson's mascot content turns routine updates into must-reply moments
The 'Up kanryo cham!' post pulled 5,358 likes and dozens of playful, affectionate replies referencing pop culture.
@akiko_lawson なんか桃白白みたいなカンフー的なんぽきみを感じる！これだから、LAWSON好きだわ！
“I get this kung-fu 'Toppaku Haku' vibe from it! This is exactly why I love LAWSON!”
Lawson@meroly_b_d_Q · X · ♥ 4 · source
FamilyMartFamilyMart's 45% larger Famichiki is a genuine value win
Mukbang/ASMR creators and commenters repeatedly praise the bigger size at the same price as the best chicken value in convenience retail.
ファミチキ値段一緒でこのサイズはお得すぎますよね笑笑！個人的にコンビニチキンならファミチキが1番美味しいですよー！
“Famichiki is the same price but this size is such a steal, lol! Personally I think Famichiki is the best convenience-store chicken out there.”
FamilyMart@pumu.0206 · TikTok · ♥ 5 · source
7-Eleven7-Eleven's gummy taste-test format drives sticky engagement
The weekly gummy comparison video sparked passionate, repeat-viewer debate over specific SKUs (Kororo vs Pure Gummy).
ピュレグミにハズレは無い
“Pure Gummy never disappoints.”
7-Eleven@mimichan2031 · TikTok · ♥ 12 · source
Customer Report Card: 7-Eleven
Product excitement is real, but availability, regional gaps, and one viral customer-behavior controversy are the recurring friction points this cycle.
7-ElevenFrozen crepe: exciting product, broken discovery experience
Commenters across two videos report empty shelves nationwide and confusion over whether it's a full launch or limited trial, plus app-name confusion for stock lookup.
まだ全国展開とかではなくお試しで限定的な店舗だけって話を聞いたがどうなんだろ🤔
“I heard it's not a full national rollout yet — just a trial in limited stores. Is that true?”
7-Eleven@felix_673 · TikTok · ♥ 0 · source
7onって7nowってアプリであってますか…？調べてもそれしか出てこなくて 🥲
“Is '7on' actually the '7NOW' app...? That's all that comes up when I search 🥲”
7-Eleven@l2ryz · TikTok · ♥ 1 · source
7-ElevenSeven Cafe tea machines: high demand, uneven regional rollout
Requests for the tea/coffee customization machines came in from Kyushu, Kansai, Tokai, Kanagawa and Hyogo in a single comment thread.
九州で紅茶マシン待ってます🫖🙌
“Waiting for the tea machine in Kyushu 🫖🙌”
7-Eleven@wmint.chocolate · Instagram · ♥ 9 · source
東海地方の紅茶マシン待ってます！
“Waiting for the tea machine in the Tokai region!”
7-Eleven@rina_kamiyama.blue · Instagram · ♥ 5 · source
7-ElevenGummy lineup: Kororo's texture is a flashpoint, Pure Gummy is the safe bet
Back-and-forth debate over Kororo's jelly-like texture dominates an otherwise well-received taste-test video.
コロロはなー食感がアカンは
“Kororo's texture just doesn't work for me.”
7-Eleven@user8780551412771 · TikTok · ♥ 19 · source
7-ElevenDog-at-entrance controversy exposes a policy/signage gap
A viral affectionate post about letting a dog cool at the store entrance drew hundreds of critical replies about hygiene, bugs, and customer discomfort.
これがいいと思える感性よw 夏の夜のコンビニなんかタダでさえ虫が寄ってくるっていうのに、開けっ放しにされたら堪らんやろ 迷惑にならないようにって、もう迷惑かけとるのに気づけ 店員さんは苦笑いしとるだけや ペキニーズとチワワの雑種やったら、呼吸も荒くなりそうやし、散歩でヘトヘトになる前に帰るか、抱き上げてでも帰れや
“As a customer this is genuinely unpleasant — more of a nuisance than middle schoolers loitering in the corner of the store.”
7-Eleven@baenai_kun · Threads · ♥ 413 · source
A warm customer post thanking 7-Eleven for letting her dog cool off at the entrance ('the staff are always smiling') was met with a heavily-liked rebuttal from a self-identified store employee publicly apologizing and calling the practice a real burden (bugs, AC loss, cleaning) — turning gratitude toward the brand into a public airing of operational grievances. See the post →
LawsonKaraage-kun 'shrinkflation' accusation needs a direct response
Amid an otherwise fun spot-the-difference campaign for the +2-piece karaage-kun promo, a frequent buyer publicly claims individual piece size shrank to offset the increase — a credible-sounding claim that could seed a wider value-perception backlash if unanswered.
▸ A self-identified 3x/week customer disputes the '+2 pieces' framing, saying per-piece size was reduced.
@akiko_lawson 完全に２個増えてるって言って騙されてるだろみんな。。1個あたりの大きさ小さくなってるぞ。。。 週に3日は食べてるからわかる
“Everyone's being fooled thinking it's simply +2 pieces... each piece actually got smaller. I eat this 3x a week so I can tell.”
Lawson@most_skill · X · ♥ 2 · source
LawsonDiscount-sticker timing is loved in concept, inconsistent in practice
The 'shop at dusk for discount stickers' post generated one of the most engaged threads in the dataset, with customers eagerly sharing hauls — but several flag that advertised discount times aren't honored consistently across stores, undermining trust in the tactic.
▸ Multiple replies describe stores skipping or delaying the promised discount-sticker schedule.
@akiko_lawson 前あったけど、17時30分に半額シール貼るローソン、その時間に行ったら、店内の掃除してて全然半額シール貼ってくれてませんでした😢店内汚くても半額シール貼ってあれば買うし、店内綺麗でも半額じゃなきゃなにも買わない🥺掃除なんかいいから同じ時間に半額シール貼らせるの徹底させてください🥺
“One Lawson posts half-price stickers at 17:30, but when I went at that time they were just cleaning and hadn't put any stickers on at all... please enforce the same schedule everywhere instead of prioritizing cleaning.”
Lawson@sanarin_0306 · X · ♥ 0 · source
In their words
A cross-section of real comments: praise, criticism and competitive reasoning.
@711SEJ やった！当たりました！ありがとうございます😊 https://t.co/kWZH88JCor
“Yes! I won! Thank you so much 😊”
7-Eleven@yubin0611 · X · ♥ 4 positive · source
どこ探してもない😭
“Can't find it anywhere I search 😭”
7-Eleven@wataame_mogumogu · TikTok · ♥ 22 negative · source
@akiko_lawson 近くのローソンは値引きする時間（1日4回）が貼ってあって助かる
“Great that the cream puff (good until tomorrow) is half off. 7-Eleven's pudding is only ¥30 off and just for same-day — not good enough.”
Lawson@mako6915mako · X · ♥ 0 negative · source
@akiko_lawson 完全に２個増えてるって言って騙されてるだろみんな。。1個あたりの大きさ小さくなってるぞ。。。 週に3日は食べてるからわかる
“Everyone's being fooled thinking it's simply +2 pieces... each piece actually got smaller. I eat this 3x a week so I can tell.”
Lawson@most_skill · X · ♥ 2 negative · source
ファミチキ値段一緒でこのサイズはお得すぎますよね笑笑！個人的にコンビニチキンならファミチキが1番美味しいですよー！
“Famichiki is the same price but this size is such a steal, lol! Personally I think Famichiki is the best convenience-store chicken.”
FamilyMart@pumu.0206 · TikTok · ♥ 5 positive · source
犬好きコンビニ店員です。 ごめんなさい 迷惑です！ 夜ですよね？ 虫が入ってくるんですけど。 朝や昼勤務のメンバーが棚の掃除とか大変なんですけど。
“I'm a dog-loving convenience store worker. Sorry, but this is a problem! Bugs get in at night, and it's a burden for the day-shift staff who have to clean.”
7-Eleven@w.sakichin · Threads · ♥ 1.1k negative · source