Executive summary
- The ROROMALLO Dubai chewy cookie / Dubai-chocolate range is 7-Eleven Singapore's breakout product: creators are buying every variant to taste-test and begging for the mini version to stay ('can we make mini Dubai chewy cookies the norm PLEASE'). Lock in supply and ride the Dubai-dessert wave while it's hot.
- The 10c Wednesday VoucherDrops are the week's value engine, driving heavy Xiaohongshu '薅羊毛' (deal-hunting) buzz among students and visitors - but the same posts flag stores selling out of the featured items early ('only two left, stuffed wings gone'). The draw works; make sure the shelves back it.
- The pet 'meownager' / paw-store-manager campaign is a genuine affection machine - cat and dog creators 'clocking in' at 7-Eleven pulled some of the week's warmest organic engagement, and the brand's own one-word 'meow' posts topped owned reach. Cheap, on-brand, worth extending.
- 'Never has anything in stock' is the recurring shadow: the single most-viewed clip is a comedy skit about a Newton store's bare shelves, and even the pet posts joke that 'all snacks are out of stock'. Availability is the one thing quietly undercutting the buzz.
- 7-ElevenThe 10c VoucherDrops win the value crowd but the redemption is fumbling it: the hero items ('high protein milk') hit 'fully redeemed' inside the first-3,000 cap, stores run out early, and at the till customers report being charged the full $4 or scanned three times - friction on the exact thing pulling people in.
- 7-ElevenAvailability is the through-line: 'can't find any of these' on the ROROMALLO Dubai range, 'refill the pokka green tea at the back', 'my store said they don't have' the plush bags - the buzz is landing faster than the shelves.
- 7-ElevenThe 1993 throwback unlocked a nostalgia wave with a clear ask - 'bring back Mr Softee' (repeated), candies by the gram, Big Gulp - a low-cost heritage-revival lane, paired with a pointed 'cashiers used to be friendly, now they treat you like an unwelcome guest' service memory.
- 7-ElevenThe Dubai chewy cookie has a fixable education gap: texture gripes trace to people not knowing to thaw or microwave it first (the supplier itself had to explain in the comments) - a shelf or pack cue would convert the confusion into repeat buys.
Earned vs owned reach
Of the 20k total reach today, 33% is the chains posting on their own channels and only 67% is independent voices. Independent voices carry a healthy share of the reach today.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 13k | 6.0k | 31% |
| Cheers | 117 | 664 | 85% |
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
“Season 4, Episode 13: All I want is crisps; honestly bro this store never has anything in stock it’s so shit #vr #fyp #newton #funnymemes #store”
The week's single most-viewed clip is a comedy skit ripping a Newton store for bare shelves ('this store never has anything in stock') — a viral airing of the availability gripe.
View post →“can we make mini dubai chewy cookies the norm PLEASE 🙏 @7elevenSG dubai chewy cookie taste test~ 🍀 #mukbang #tastetest #dubaichewycookie #review”
The week's top earned post: a Dubai-chewy-cookie taste test begging 7-Eleven to keep the mini version ('make mini Dubai chewy cookies the norm PLEASE').
View post →“WIN A MONSTER ENERGY FRIDGE ⚡ Level up your setup with the ultimate Monster-powered chill station — made for your room, your crew, and your late-night sessions. From gaming nights to music sessions, after-hours hangs to weekend pre-drinks, keep your Monster ice cold and the energy going all night. 🎮 …”
Top owned engagement driver: a 'win a Monster Energy fridge' gaming-setup giveaway.
View post →“The delicious classic snacks and drinks that once used to be available in the stores of 7 Eleven in Singapore back in 1993, anyone missed the old 7 Eleven? 😢😢 #singaporetiktok #tiktoksg🇸🇬 #fyp #foryoupage #fypsingapore”
A '7-Eleven Singapore in 1993' throwback of old snacks/drinks struck a nostalgia nerve (1.7k engagement).
View post →“meow”
Highest-reach owned post of the week: a one-word 'meow' fronting the pet store-manager campaign — proof the format prints engagement.
View post →“free will + adult money = buying all the dubai chewy cookie from 7-11 in a day just to compare for the lols, also sorry @Nasty Cookie it wasn’t really it.. @7elevenSG i just drop $20+ on a random friday pls give me vouchers #sgfoodie #sgfyp #sgfood #sgeats #dubaichewycookie”
Creator dropped $20+ buying every Dubai chewy cookie at 7-Eleven to compare — pure impulse-buy pull for the trend SKU.
View post →“With 4 adorable Miffy Lanyards to collect, the hardest part is choosing just one 🥹💛 Which Miffy is coming home with you? #CheersSG #MiffySG #MiffyCollection #SingaporeFinds”
Cheers' top owned post: four collectible Miffy phone lanyards — a collectibles play mirroring 7-Eleven's.
View post →“GIVEAWAY 🎉 Big sound, wherever you go! 🔊 Stand a chance to be one of 5 lucky winners to win an XCEED XC750 MOOVA MagSafe Bluetooth Speaker. Compact, IP66 waterproof and MagSafe-compatible - use it as a phone stand or bring it along with the included carabiner. How to enter: 1. Like this po …”
Cheers ran an XCEED MagSafe Bluetooth-speaker giveaway for reach.
View post →“Spotted Viral Veggie Ice Cream At @cheers_sg 🥕😍 📍Available at selected Cheers & Fairprice Xpress Store”
Cheers' main earned moment: a 'viral veggie ice cream' spotted at selected Cheers / FairPrice Xpress stores.
View post →“If you love coffee, this is a NEW HACK that you gotta try! Get the Red Apple Sparkling Water and mix it with any Americano of your choice 🍎☕ Now available at Cheers, grab it from the nearest store now 🏃🏽 #applefizzyamericano #coffeehacks #viralhack #cheerssg”
Cheers' clever low-cost play: a 'coffee hack' (Red Apple Sparkling Water + Americano) built for viral sharing.
View post →“Meet the NEW Spicy Balado Chicken Breast at Cheers. 🔥 Bold sambal balado flavour 💪 High in protein Try it now at your nearest Cheers store! #cheerssg #chickenbreastflavour #workoutsnacksg”
Cheers stays in the workout-snack lane with a new high-protein Spicy Balado Chicken Breast.
View post →What customers are saying
Act on this
The weekly 10-cent drops are the biggest value draw, but the redemption is leaking goodwill: the best items show 'fully redeemed' fast against a first-3,000 cap, stores are out of stock early, and at checkout customers report being charged the full $4 or having staff scan three separate times.
▸ On the Xiaohongshu deal threads, multiple 'fully redeemed / only the ice left' replies plus in-store redemption confusion.
想要那个high protein milk 下载了 结果显示fully redeemed [哭惹R]
“Wanted the high-protein milk, downloaded the app, and it just showed 'fully redeemed'.”
7-Eleven@阿阿阿阿阿呵阿呵阿阿阿阿毛 · Xiaohongshu · ♥ 1 mainland · source
The featured items keep being unfindable: shoppers can't locate the ROROMALLO Dubai range, ask staff to 'refill the pokka green tea at the back', and hear 'my store doesn't have' the plush drink bags. A promoted item customers can't find reads as bait.
▸ 'Can't find any of these' / 'do 7-11 in the east have?' under the ROROMALLO post; similar on the plush-bag drop.
Can’t find any of these
“Can't find any of these.”
7-Eleven@ssssssherps · Instagram · ♥ 0 · source
The 1993 throwback lit up a chorus to 'bring back Mr Softee', candies by the gram and Big Gulp - the same nostalgia the Kopitiam building-blocks tap. One thread also carried a sharp service memory: '90s cashiers were polite and friendly, now they treat you like an unwelcome guest', worth pairing a friendliness refresh with the revival.
▸ The 1993 clip drew a wave of 'bring back Mr Softee' and 'I miss candies per gram' replies.
bring back mr softee
“Bring back Mr Softee.”
7-Eleven@liana2178 · TikTok · ♥ 10 · source
The breakout Dubai chewy cookie is drawing texture gripes that trace to prep, not the product: customers don't know to thaw or warm it first - the supplier had to explain it in the comments. A one-line shelf or pack cue turns the confusion into repeat buys.
▸ On the taste-test, 'it's hard, you need to leave it out or microwave' and the supplier's own 'thaw before consuming for best texture' reply.
it’s hard cause you need to either leave it out or microwaveee
“It's hard - you need to either leave it out or microwave it.”
7-Eleven@7thiqq · TikTok · ♥ 47 · source
What's working for 7-Eleven
Where the comments are warm - worth amplifying.
7-ElevenThe Dubai chewy cookie is a genuine hit
Creators taste-test the whole range and flag it as a Korea top-seller.
u hv to look at the nett weight. nasty is 80g romallow is only 50g
“Look at the net weight - Nasty is 80g, Romallo is only 50g.”
7-Eleven@foodconnoisseur77 · TikTok · ♥ 1 · source
7-ElevenThe pet 'meownager' campaign is an affection machine - and the brand plays along
Cat and dog 'managers' pull warm UGC, and 7-Eleven itself replies 'Welcome to the team'.
i would like to speak to the meownager please😍❤️
“I would like to speak to the meownager please 😍❤️”
7-Eleven@lehcarchan · Instagram · ♥ 1 · source
7-ElevenThe 1993 throwback struck a deep nostalgia chord
A flood of fond memories - Mr Softee, Big Gulp mixing, candies by the gram.
Mr softee when it was behind the counter.. buying Big Gulp and mixing the drinks. Good times…
“Mr Softee when it was behind the counter... buying Big Gulp and mixing the drinks. Good times.”
7-Eleven@kokonutkelapa · TikTok · ♥ 20 · source
7-ElevenThe 10c drops are a beloved weekly value ritual
Xiaohongshu deal-hunters build a Wednesday routine around them.
我早上9点上班顺便买了啊哈哈哈 这周的牛奶比上周的大 超值[派对R]
“Bought some on my way to work at 9am - this week's milk is bigger than last week's, super worth it.”
7-Eleven@幸运雪雪 · Xiaohongshu · ♥ 0 mainland · source
Report card - what to tighten
The fixable irritants customers raised this week.
7-Eleven'Which store has it?' goes unanswered
Product posts draw repeated 'which outlet / does my area have it' with no store or price info in the post.
Hello! Is this not applicable to all 7-11? I asked the store for my area but they said don't have...
“Is this not at all 7-11? I asked the store in my area and they said they don't have it...”
7-Eleven@yamorhnee · Instagram · ♥ 0 · source
7-ElevenBring-back requests are piling up
Under the pet-manager posts, customers keep asking for discontinued favourites.
Can bring back taquitos 😭🥲
“Can bring back taquitos 😭🥲”
7-Eleven@teddy_with_the_curls · Instagram · ♥ 0 · source
7-ElevenA lingering service-friendliness perception
Amid the nostalgia, a pointed memory of warmer frontline service.
Last time in the 90s, the 7-Eleven cashiers are polite & friendly... Now they treat you like an unwelcomed guest on their birthday.. 😔
“In the 90s the 7-Eleven cashiers were polite and friendly... now they treat you like an unwelcome guest on their birthday.”
7-Eleven@liamkapranos · TikTok · ♥ 4 · source
Cheers watch
What the rival is doing - and where customers are nudging us.
CheersCheers' Miffy lanyards have real collectible pull
The launch post filled with 'where can I buy?' from every region - strong demand, but no location/price answer.
Is it available at all cheers outside?
“Is it available at all Cheers outlets?”
Cheers@holidaycheong · Instagram · ♥ 0 · source
CheersCheers is mining a coffee 'hack' angle
Red Apple Sparkling Water + Americano = 'Apple Fizzy Americano', a cheap, viral-friendly play.
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
I miss buying candies per grams! even my old mama shop used to sell sweets like 5 for 20cents. 😭😭
“I miss buying candies by the gram! Even my old mama shop used to sell sweets, 5 for 20 cents. 😭”
7-Eleven@ola.teesha · TikTok · ♥ 34 positive · source
我去线下兑，有货，还是叫我付4新币
“I went to redeem in person - they had stock, but they still charged me S$4.”
7-Eleven@惟江上之清风 · Xiaohongshu · ♥ 0 mainlandnegative · source
Do 7 11 in east have
“Do 7-11 in the east have it?”
7-Eleven@valerieeeeee1 · Instagram · ♥ 0 neutral · source
wish it was halal
“Wish it was halal.”
7-Eleven@rin.itoshi.ily · TikTok · ♥ 1 neutral · source
Sir, can u refill the pokka green tea at the back please.
“Sir, can you refill the Pokka green tea at the back please.”
7-Eleven@heyits.ling · Instagram · ♥ 0 neutral · source
请问是架子上有就可以redeem 吗？还是要问工作人员。谢谢
“Just checking - if it's on the shelf can I redeem it, or do I need to ask the staff? Thanks.”
7-Eleven@小红薯64A1ABBC · Xiaohongshu · ♥ 2 mainlandneutral · source