Executive summary
- 7-ElevenSanrio Cucase 2 collectibles are the day's standout viral hit (189 IG engagement), reaffirming merchandise collabs as the strongest owned-channel driver.
- 7-ElevenIce cream range is a secondary engagement engine — Musang King durian's MBTI hook (94 IG) and Häagen-Dazs 3-for-$10 (62 IG) both land well.
- In the commentsFans are gushing over the visuals and aroma, though at least one shopper is asking for clearer set pricing on the durian trio.
- ⚠ Review7-ElevenMilo finish-line giveaway at 7-Eleven Run 2026 risks disappointing slower runners.
- In the commentsTwo commenters worry the free Milo will run out before they finish, or get taken by non-runners at the barrier-free finish line.
- ⚠ Review7-ElevenBottle-deposit charging feels inconsistent to shoppers, per a Xiaohongshu thread.
- In the commentsCommenters compare receipts across weeks, debating why some 'recycled bottle' drinks are charged the extra $0.10-0.20 deposit and others aren't — low volume but a trust-eroding pattern if unresolved.
- 7-ElevenRace-pack pickup logistics left unclear for runners who missed Sunday's collection.
- In the commentsA participant is publicly asking where to collect their bag/shirt after missing the original pickup window.
Earned vs owned reach
Of the 783 total reach today, 91% is the chains posting on their own channels and only 9% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 9%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 73 | 710 | 91% |
| Cheers | 0 | 0 | 0% |
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
“The adorable Sanrio characters Cucase 2 collection is here! Featuring 12 super cute designs, each mini storage case brings your favourite characters to life - perfect for organising small items or adding a kawaii touch to your space! Don’t miss out as these cuties won’t stay on shelves for long! Hun …”
Collectible merchandise collaboration to drive footfall and collection-driven repeat visits.
View post →“Your MBTI just picked your durian ice cream at 7-Eleven. 👀🍦 ⚡️ On-the-Go Crew? Musang King Ice Cream (Stick) 🥄 Savour-Every-Bite Crew? Musang King Ice Cream (Cup) 💛 Treat-Yourself Crew? Durian Crepe Ice Cream Whether you’re grabbing a stick, enjoying it scoop by scoop, or treating yourself to a crep …”
Owned IG post using MBTI personality hook to promote durian ice cream range.
View post →“⚡️ 4-Day Only Specials – These Deals Won’t Last! 🎉⏰Time’s ticking! Grab these limited-time offers at 7-Eleven before they’re gone. Whether you’re sharing with friends 👯♂️ or stocking up 🛒, don’t miss out! 😋 📲 Don’t Wait! Head to your nearest 7-Eleven today. Also available on the 7-Eleven App — down …”
Owned time-limited promo bundle to drive urgency and app downloads.
View post →“Cool down after your 5KM, 10KM, 7-Eleven Quest and 1.6km Fun Run with a FREE delicious cup of MILO®! 🥤 Catch the iconic MILO Van at the finish line and refuel like a champ. 📍 23 August 2026 | Marina Barrage (Near 7-Eleven Run information counter) ⏰ 7:30AM - 10:30AM *Limited quantities, on a first co …”
Owned IG post tying 7-Eleven to a running event with free Milo, driving foot traffic and brand association with fitness.
View post →“🏃♀️✨ The countdown begins! The 7-Eleven Run 2026 is happening this sunday, and we’re getting ready for an exciting morning filled with fun, energy, and unforgettable family moments. 📅 Date: 23 August 2026 ⏰ Time: 6:00am – 12:00pm 📍 Venue: Marina Barrage The excitement is building… are you ready to …”
Owned brand event promotion driving community engagement via running event.
View post →“Sweet Häagen-Dazs deal at 7-Eleven. Enjoy on the go indulgence with Häagen-Dazs sticks at 7-Eleven. Get 3 for $10 today! *Product availability varies by store, while stocks last. Valid until 31 Aug 2026.”
Owned promo pushing premium ice-cream bundle deal.
View post →What customers are saying
Act on this
A Xiaohongshu thread shows customers comparing weekly receipts and finding some recycled-bottle drinks charged an extra $0.10-0.20 deposit while others aren't, with a mild 'ripped off' undertone. Engagement is low today but the pattern is recurring week-on-week per the same poster.
▸ 4-comment XHS thread debating deposit charges across 3+ weeks of purchases
你是不是买的无糖的[doge]我买的less sugar没有回收
“Strange — today's Coke was also a deposit bottle but I wasn't charged the extra 10 cents. So was I overcharged for last week's apple juice at 20 cents?”
7-Eleven@InFiniTE 📷 · Xiaohongshu · ♥ 0 · source
Two commenters on the 7-Eleven Run 2026 Milo post independently worry that free cups will be gone by the time they finish, or that non-runners at the open finish line will take their share.
▸ Two separate comments flagging supply/allocation concern on the Milo finish-line post
Hopefully when I return, there’s still remaining as i m very slow runner
“Hopefully when I return there's still some left, as I'm a very slow runner.”
7-Eleven@Henry Tan · Facebook · ♥ 0 · source
A runner who couldn't collect their race bag/shirt on the scheduled Sunday-Monday window is publicly asking where to get it, with no visible reply.
▸ Unanswered comment asking for alternate pickup location/time
Were can I get my bag and shirt if I didn’t get to pick it up on Sunday Monday - need it for the race
“Where can I get my bag and shirt if I didn't pick it up on Sunday or Monday — need it for the race.”
7-Eleven@rujean_b · Instagram · ♥ 0 · source
What's working
Merch collabs and the ice cream lineup are carrying the day's engagement, with organic praise on taste/visuals reinforcing the paid push.
7-ElevenIce cream range sparks organic sensory praise
Musang King durian's MBTI hook (94 IG) and Häagen-Dazs 3-for-$10 (62 IG) both perform well, with shoppers reacting to the visuals
Wah even through photo also can smell the aroma sia 🤤
“Wow, I can smell the aroma just from the photo.”
7-Eleven@sgfoodphotography · Instagram · ♥ 0 · source
Report Card: Questions & Gripes
Beyond the wins, customers are surfacing small friction points around pricing clarity, event logistics, and deposit charging that are worth a quick look.
7-ElevenPricing unclear on durian ice cream trio
Shopper asks total cost for the 3-item Musang King/Durian Crepe promo, no price shown in caption
All this 3 Items From Durian Ice Cream Is how much?
“How much are all 3 items of the durian ice cream?”
7-Eleven@rainbowrachelong · Instagram · ♥ 0 · source
7-ElevenBottle-deposit rules seen as inconsistent
XHS thread crowdsourcing which drinks are charged the recycling deposit, with some feeling shortchanged
上周一毛的绿茶也是回收瓶，免费喝
“Last week's 10-cent green tea was also a deposit bottle, but I drank it free (wasn't charged).”
7-Eleven@多多善兔 · Xiaohongshu · ♥ 0 · source
我也不理解[捂脸R]
“I don't get it either.”
7-Eleven@TingTing 🎀 · Xiaohongshu · ♥ 0 · source
7-ElevenUncertainty over Milo supply at the race finish
Runners worry non-participants may take the free Milo meant for finishers
Hopefully when I return, there’s still remaining as outsiders may get to drink it as well
“Hopefully there's still some left when I return — outsiders might get to drink it too.”
7-Eleven@Arrow Chan · Facebook · ♥ 0 · source
7-ElevenRace-pack pickup process needs a clearer fallback
No visible response to a runner who missed the collection window
Were can I get my bag and shirt if I didn’t get to pick it up on Sunday Monday - need it for the race
“Where can I get my bag and shirt if I didn't pick it up on Sunday or Monday — need it for the race.”
7-Eleven@rujean_b · Instagram · ♥ 0 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
All this 3 Items From Durian Ice Cream Is how much?
“How much are all 3 items of the durian ice cream?”
7-Eleven@rainbowrachelong · Instagram · ♥ 0 neutral · source
Wah even through photo also can smell the aroma sia 🤤
“Wow, I can smell the aroma just from the photo.”
7-Eleven@sgfoodphotography · Instagram · ♥ 0 positive · source
你是不是买的无糖的[doge]我买的less sugar没有回收
“Strange — today's Coke was also a deposit bottle but I wasn't charged the extra 10 cents. So was I overcharged for last week's apple juice at 20 cents?”
7-Eleven@InFiniTE 📷 · Xiaohongshu · ♥ 0 negative · source
上周一毛的绿茶也是回收瓶，免费喝
“Last week's 10-cent green tea was also a deposit bottle, but I drank it free (wasn't charged).”
7-Eleven@多多善兔 · Xiaohongshu · ♥ 0 neutral · source
Hopefully when I return, there’s still remaining as i m very slow runner
“Hopefully when I return there's still some left, as I'm a very slow runner.”
7-Eleven@Henry Tan · Facebook · ♥ 0 neutral · source
Were can I get my bag and shirt if I didn’t get to pick it up on Sunday Monday - need it for the race
“Where can I get my bag and shirt if I didn't pick it up on Sunday or Monday — need it for the race.”
7-Eleven@rujean_b · Instagram · ♥ 0 negative · source