Executive summary
- 7-Eleven dominates the day's conversation, led by a viral TikTok Pokemon card restock story (354 engagement) that shows strong collectible demand but also flags an inventory/communication gap after an earlier staff dismissal, worth monitoring for reputational risk.
- Organic advocacy is a bright spot: TikTok haul videos (Sanrio/snack, 121 engagement) and cross-platform influencer posts on new snack SKUs (candy, energy drinks, freeze-dried fruit) are driving positive, unpaid discovery for 7-Eleven.
- Owned campaigns (VoucherDrops 10¢ Week 3 at 159 IG engagement, 7-Eleven Run 2026 race pack at 60 IG engagement, Fanta Slurpee x Razer contest) are performing solidly across IG/FB, reinforcing app traffic and event registration.
- Watch item: the Pokemon restock virality is double-edged, positive demand signal but tied to an earlier negative narrative about staff dismissal/inventory handling that could resurface if not addressed.
- 7-ElevenPokemon pack drama is dominating comments: shoppers accuse staff of denying stock then suddenly restocking, and debate rages over $6.90 MSRP vs $7.90 pricing, with one top comment (22 likes) branding 7-Eleven itself a 'scalper.'
- 7-ElevenA Coca-Cola Slurpee 'Peel & Win' promo is generating real frustration — a customer says they bought the Slurpee multiple times at Boon Lay and never got a code before staff said the promo had ended.
- 7-ElevenNew exclusive merch drops (Kuromi, Delfi, Nerds Clusters) are landing well, pulling genuine excitement and heart-eye reactions with zero complaints.
- SmilemartSmaller but authentic love for Smilemart's snack range (劲仔小鱼干, 麻酱爆肚) shows niche community engagement worth nurturing on Xiaohongshu.
Earned vs owned reach
Of the 901 total reach today, 35% is the chains posting on their own channels and only 65% is independent voices. Independent voices carry a healthy share of the reach today.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 512 | 241 | 32% |
| Cheers | 0 | 77 | 100% |
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
“I was literally told by my nearest 7-Eleven staff that they don’t carry Pokemon packs and that I shouldn’t waste my time asking every other day… So I stopped asking. But today, I casually walked in and guess what I came across… POKEMON PACKS! #creatorsearchinsights #pokemonmsrp #pokemonpacks #pokemo …”
Viral restock surprise story shows demand for collectibles despite earlier staff dismissal; highlights inventory communication gap.
View post →“🔥 Week 3 of VoucherDrops is dropping this Wednesday! 🔥 Set your reminders! ⏰ From 12–18 Aug, claim your vouchers from 8AM on the 7-Eleven app and enjoy these favourites for just 10¢: 🍜 Myojo Cup Noodles Tom Yam 🍵 Pokka Jasmine Green Tea 🍎 Fruit Tree Apple & Aloe Vera Juice Missed out on last week's …”
App-exclusive voucher drop drives store traffic and app engagement.
View post →“obsession is an understatement cause... this haul be insane 😛⭐️ @7elevenSG #fypsg #snackhaul #gianthaul #sanrio #7eleven @garage.asia”
Enthusiastic haul video showcasing variety, strong organic advocacy.
View post →“🎁 $70+ WORTH OF FREEBIES? YES, PLEASE. 👀🔥 Your 7-Eleven Run Race Entry Pack comes with more than just your race essentials! On top of your race tee, bib and other race entitlements, there’s over $70 worth of exciting freebies waiting for you. 🤩🛍️ Haven’t signed up yet? LAST 3 DAYS TO REGISTER! 🏃♀️💨 …”
Owned promo driving race registration with $70+ freebie incentive.
View post →“Ready to power up? ⚡🎮 Grab a Giant Fanta Sour Fizz Tingle Slurpee and receive a Peel & Win card with a unique code and instructions to submit your entry on https://www.coca-cola.com/sg/en/offerings/fanta-wanta/promo for your chance to WIN a Razer Gaming Setup! 🤩🔥 🏆 3 Platinum Prizes + more prizes to …”
Cross-promotion with Coca-Cola/Fanta ties Slurpee purchase to gaming prize draw.
View post →“🎁 $70+ WORTH OF FREEBIES? YES, PLEASE. 👀🔥 Your 7-Eleven Run Race Entry Pack comes with more than just your race essentials! On top of your race tee, bib and other race entitlements, there’s over $70 worth of exciting freebies waiting for you. 🤩🛍️ Haven’t signed up yet? LAST 3 DAYS TO REGISTER! 🏃♀️💨 …”
FB cross-post of race registration promo, reinforcing event awareness.
View post →“Kick-start your day with a fruity boost ✨💪🏻 Arla Protein Yoghurt is packed with 15g protein, low in fat, lactose free and made with real fruit bites for a deliciously satisfying boost! Picks yours up at Cheers today 😉 Product availability varies by stores. #CheersSG #ProteinSnack #FairPr …”
Health-positioned product promo targeting protein/on-the-go snackers.
View post →“Even Spiderman needs fuel... Peep his picks 👀 #CheersSG #spidermantrend”
Owned trend-jacking content for social engagement, low informational value.
View post →“Build the streets. Keep the memories. ✨ Inspired by the colourful streets and familiar neighbourhood scenes of Singapore, this miniature building block set turns local memories into a display piece you can build and keep. Product availability varies by store, while stocks last! #PlayNationS …”
Continues heritage collectible series to build local nostalgia appeal.
View post →“Cute accesories? Found. Styling? Slayed 💅🏼 Get the Sanrio Watch Blind Box at your nearest Cheers today 🎀 Product availability varies by stores. #CheersSG #SanrioBlindBox”
Collectible blind-box tie-in appealing to Sanrio fans, driving impulse purchase.
View post →“Your phone needs a Miffy makeover 🐰📱 Pick your favourite Miffy Phone Lanyard and add a little cuteness to your everyday carry ✨ Product availability varies by stores. #CheersSG #MiffySG”
Cute lifestyle accessory tie-in to boost basket size and social sharing.
View post →What customers are saying
Act on this
Multiple customers report being told 'no stock, don't bother asking' only to see product suddenly appear, and some staff/outlets openly selling above the $6.90 MSRP. This is fueling accusations that 7-Eleven staff are hoarding or scalping stock themselves.
▸ 22-like top comment tells others not to buy because 'store owners are hoarding it for lack of demand'
dont buy from them!! the store owners only selling now cause no demand for this set. let them stock it
“Don't buy from them!! The store owners are only selling now because there's no demand for this set — let them stock it.”
7-Eleven@elusive_e8 · TikTok · ♥ 22 · source
A shopper says they returned to the same Boon Lay outlet multiple days running to buy the Giant Fanta Slurpee for the Peel & Win code, and each time staff said the promo had ended without them ever receiving a code — suggesting either stock/voucher shortages or poor staff communication on promo status.
▸ Customer explicitly names the outlet and describes repeated failed attempts
Sadly I went to 7-11 at Boon Lay Shopping Centre for few days again and again but the staff mentioned the promo is over. I did not get the codes everytime I buy.
“Sadly I went to 7-Eleven at Boon Lay Shopping Centre for several days in a row but staff said the promo was over — I never got the codes despite buying every time.”
7-Eleven@dorikin_starr · Instagram · ♥ 0 · source
The Seventeen Miniteens, Kuromi, Delfi and Nerds Clusters lineup post is drawing purely positive, enthusiastic reactions with no complaints, a rarity versus the Pokemon/promo threads.
▸ Five straight positive comments (heart-eyes, 'amazing', 'cute') with zero pushback
😍😍Kuromi!
“😍😍 Kuromi!”
7-Eleven@aggylow · Instagram · ♥ 0 · source
What's landing well
Amid the Pokemon noise, two things are quietly working: exclusive merch drops and niche snack love on Xiaohongshu.
7-ElevenExclusive collab merchandise sparks unprompted excitement
New goodies post (Kuromi, Delfi, Nerds Clusters) got only positive reactions
Amazing 🔥
“Amazing 🔥”
7-Eleven@amandaybnx · Instagram · ♥ 0 · source
And they were so rightttt
“And they were so right!!”
7-Eleven@ningthings · Instagram · ♥ 0 · source
SmilemartSmilemart's snack range builds genuine community love
Xiaohongshu post on 劲仔 dried fish snacks drew warm, unprompted praise and bookmarking
我超爱吃这个！
“I absolutely love eating this!”
Smilemart@奈思 · Xiaohongshu · ♥ 1 · source
码住
“Saving/bookmarking this.”
Smilemart@星月小年糕Jesslyn Elara · Xiaohongshu · ♥ 1 · source
Customer Report Card — 7-Eleven
Customers are asking real questions and voicing real friction around stock consistency, pricing fairness, and promo mechanics this cycle.
7-ElevenPricing above MSRP fuels 'scalper' label
Customers compare 7-Eleven's $7.90 pricing to the $6.90 MSRP found elsewhere
nobody buying cost everywhere selling at $6.90 MSRP. 7-11 also scalper nowadays 🤣🤣
“Nobody's buying — it's $6.90 MSRP everywhere else. 7-Eleven is basically a scalper now too 🤣”
7-Eleven@rumaizi.rahmat · TikTok · ♥ 2 · source
Increase price already. Msrp 6.90
“Already marked up — MSRP is $6.90.”
7-Eleven@hexanano · TikTok · ♥ 2 · source
7-ElevenStore-to-store inconsistency on stock availability
Shoppers note wildly different experiences finding Pokemon stock at different outlets
how come the 711 near y'all always have pokemon, I've never seen a single pokemon related stuff at all the 711 near me🤔
“How come the 7-Eleven near you always has Pokemon stuff — I've never seen any at the ones near me?”
7-Eleven@cyritzhao93 · TikTok · ♥ 3 · source
Same thing happen to my house area 7-11, told me never had pokemon packs restock before but ytd got 5 booster boxes and say all along have one, just that everytime got people wait for store to open and sold out
“Same thing happened near my place — told no restock ever, then yesterday 5 booster boxes appeared, staff admitted they always had it.”
7-Eleven@gymleadersinger · TikTok · ♥ 2 · source
7-ElevenUnmet product request: sugar-free Sting
A commenter flags a gap in the new energy drink range
Sting doesn't have no sugar option
“Sting doesn't have a no-sugar option.”
7-Eleven@tanker_wt_chen_xi · Instagram · ♥ 0 · source
7-ElevenConfusion over whether vouchers/prizes are new or repeated
Customer unsure if a promo item is from a prior week's drop or a fresh release
Is the shinchan blind box from the previous round or new vouchers will be released?
“Is the Shinchan blind box from the previous round, or will new vouchers be released?”
7-Eleven@charlot._.te · Instagram · ♥ 0 · source
The Pokemon-stock post reads sympathetically toward the customer being turned away, but its top comment (22 likes) flips the narrative — telling others NOT to buy and accusing 7-Eleven owners of deliberately hoarding stock. What could be a simple supply/communication complaint has become a reputational risk of 7-Eleven itself being branded a 'scalper,' echoed further down by direct comparisons to scalper pricing. See the post →
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
dont buy from them!! the store owners only selling now cause no demand for this set. let them stock it
“Don't buy from them!! The store owners are only selling now because there's no demand for this set — let them stock it.”
7-Eleven@elusive_e8 · TikTok · ♥ 22 negative · source
nobody buying cost everywhere selling at $6.90 MSRP. 7-11 also scalper nowadays 🤣🤣
“Nobody's buying — it's $6.90 MSRP everywhere else. 7-Eleven is basically a scalper now too 🤣”
7-Eleven@rumaizi.rahmat · TikTok · ♥ 2 negative · source
Sadly I went to 7-11 at Boon Lay Shopping Centre for few days again and again but the staff mentioned the promo is over. I did not get the codes everytime I buy.
“Sadly I went to 7-Eleven at Boon Lay Shopping Centre for several days in a row but staff said the promo was over — I never got the codes despite buying every time.”
7-Eleven@dorikin_starr · Instagram · ♥ 0 negative · source
No pokemon in stock, all scalped: everyone angry. Pokemon in stock for msrp: everyone still angry
“No Pokemon in stock: everyone's angry. Pokemon in stock at MSRP: everyone's still angry.”
7-Eleven@naseeriously · TikTok · ♥ 5 neutral · source
😍😍Kuromi!
“😍😍 Kuromi!”
7-Eleven@aggylow · Instagram · ♥ 0 positive · source
我超爱吃这个！
“I absolutely love eating this!”
Smilemart@奈思 · Xiaohongshu · ♥ 1 positive · source