Executive summary
- ⚠ Review7-ElevenChiikawa Cloudy Nap phone charm was the day's runaway hit, pulling 1,153 IG likes — by far the top-performing post across all brands.
- In the commentsNearly every top comment is the same unanswered question — 'which outlets have this?' — showing hype isn't converting to store visits.
- ⚠ Review7-Eleven7-Eleven Food Bar hot-food concept launched simultaneously on IG, FB and TikTok, signalling food service as a strategic priority.
- In the commentsA customer directly calls out the gap: 'not all 7-Eleven have it, at least put where it's available.'
- 7-ElevenFood and beverage keeps building as an emotional brand strength outside owned channels — a Xiaohongshu tourist raved about the tiramisu and cheesecake, and an influencer post stirred Wall's ice cream nostalgia.
- In the commentsMultiple XHS users are tagging friends and pledging to buy the cakes after seeing the post — organic word-of-mouth in action.
- CheersCheers' nostalgic Esso petrol station throwback post drew warm 'I remember this' reactions but far lower engagement than 7-Eleven's collectible plays.
- In the commentsA commenter asks what actually replaced the old station — an easy follow-up engagement opportunity Cheers left unanswered.
- 7-ElevenNew exclusive SKUs (Fuze Tea Jasmine Honey, XMUD slime capsules) are generating genuine curiosity and taste/product appeal in comments.
Earned vs owned reach
Of the 2.2k total reach today, 93% is the chains posting on their own channels and only 7% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 7%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 80 | 2.0k | 96% |
| Cheers | 65 | 44 | 40% |
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
“POV: your phone is about to get a sleepy sidekick ☁️💕 Unbox the Chiikawa Cloudy Nap Lying Bean ($11.90 each) and discover which adorable character is joining your phone today. Soft, tiny, and too cute to resist! Which one are you hoping to pull? Now available at selected 7-Eleven stores, while stock …”
Owned collectible promo driving engagement via character IP tie-in.
View post →“YOU pick it. WE cook it. The NEW 7-Eleven Food Bar is here! 🔥 Crispy bites, savoury favourites, sides and more — mix, match & build your box your way. Pick your faves. We’ll cook ’em hot. You just dig in. 🤤 What’s going in your box? 👀 #7ElevenSG #FoodBar”
Owned launch post for new hot food bar concept, key product news for anchor brand.
View post →“🍃 NEW EXCLUSIVE! Say hello to Fuze Tea Jasmine Honey Zero Sugar. Enjoy the delicate floral notes of jasmine paired with a touch of honey sweetness – all with zero sugar. It's the perfect balance of flavour and refreshment, without compromise. 💚 100% taste. ✨ Zero sugar. Available now at 7-Eleven! Pr …”
Owned 7-Eleven post launching new zero-sugar tea SKU.
View post →“Tiny capsule, endless ways to play 💚✨ The XMUD Energy Capsule Pocket Slime ($3.90 each) is made for anyone who loves hands-on fun, bold colours, and creative self-expression. Pop open the capsule and explore a slime experience that lets you stretch, squish, shape, and play your way. Designed for the …”
Owned collectible toy promo targeting younger/collector demographic.
View post →“🍦✨Nothing says school holiday magic quite like that rush of cool air when you step into @7elevensg on a scorching afternoon. Standing in front of the freezer display with a few coins squeezed tight in hand, staring at wall-to-wall Wall’s ice cream—pure bliss. The impossible decision between a classi …”
Nostalgic influencer post praising 7-Eleven's ice cream variety, positive brand association with childhood memories.
View post →“7-Eleven's two cakes are surprisingly good — the tiramisu has strong cheese flavor and the cheesecake is very creamy. Buying again tomorrow!”
🇸🇬 7-11这两个蛋糕好惊人 tiramisu的cheese味很足，cheesecake也很绵密。 明天再买！[萌萌哒R] #新加坡美食 #711必
Mainland visitor praises 7-Eleven's cake quality, positive word-of-mouth for food category among tourists.
View post →“Sanrio fans, this one's for you 🎀✨ Cute gummies AND collectibles? Say less 👀 From collectible cards to magnets, there’s a little surprise waiting inside! Grab your favourites at Cheers and start collecting 💖 *Product availability varies by store. #CheersSG #Sanrio #SanrioSG #SanrioCollec …”
Owned Cheers post promoting Sanrio collectible tie-in gummies.
View post →“🚨 WE’RE NOW IN CHEERS & FAIRPRICE XPRESS! 🚨 You asked for more locations… and here they are 👀💚 Tap Space’s Singapore Transport Merchandise is rolling out across selected @cheers_sg and FairPrice Xpress outlets islandwide! 🚌🚆 From transport keychains and handles to model buses and other Singapore-ins …”
Third-party collectible brand expanding into Cheers outlets, boosting footfall/novelty appeal.
View post →“In the past, there was an Esso petrol station in Bukit Timah that was located at the junction of Dunearn Road and Yarwood Avenue near Dunearn Village and King Albert Park MRT Station. It operated for many years as a Mobil petrol station with a Mobil Mart before it got changed into a Cheers convenien …”
Nostalgic historical post recalling a now-closed Cheers outlet, low actionable value but shows brand heritage in community memory.
View post →“Calling all Sanrio fans! 🎀💖 A sweet new collection has landed at Cheers. Enjoy fruity gummies featuring your favourite Sanrio characters, with collectible cards and magnets to discover along the way ✨ From Hello Kitty and Kuromi to My Melody, Cinnamoroll and more, there’s plenty to collect! Head to …”
Cheers running Sanrio-themed collectible promo to drive footfall, competitive collectible strategy vs 7-Eleven.
View post →“🚨 WE’RE NOW IN CHEERS & FAIRPRICE XPRESS! 🚨 You asked for more locations… and here they are 👀💚 Tap Space’s Singapore Transport Merchandise is rolling out across selected Cheers & FairPrice Xpress and FairPrice Xpress outlets islandwide! 🚌🚆 From transport keychains and handles to model buses and othe …”
Duplicate promotion of Tap Space collectibles rolling into Cheers outlets, reinforcing local partnership visibility.
View post →What customers are saying
Act on this
The Chiikawa phone charm post is the day's top-engaging content (1,153 likes) but the comment section is dominated by repeated, unanswered 'which outlet' questions, suggesting interested buyers can't find the product and may give up.
▸ 4 separate comments ask which stores/locations stock the charms, none answered by the brand
Which outlets has them?
“Which outlets has them?”
7-Eleven@chewchewtrainnnn · Instagram · ♥ 0 · source
The new Food Bar hot-food concept is a coordinated multi-platform strategic push, but a customer flags that the rollout communication doesn't say which stores carry it, risking frustrated trips to non-participating outlets.
▸ Direct comment: brand should list availability, implying not all stores are stocked
Im sure not all 711 have it, the least you can do is put where is it available....
“I'm sure not all 7-Eleven stores have it, the least you can do is put where it's available.”
7-Eleven@ذوالفضلي زينودين · Facebook · ♥ 0 · source
What's working
Character IP and food/beverage content are 7-Eleven's clearest levers for organic love right now.
7-ElevenChiikawa charm cuteness resonates strongly
Highest-engagement post of the day (1,153 IG likes); comments show genuine affection for the design
So cute ☺️
“So cute ☺️”
7-Eleven@kimkim23 · Instagram · ♥ 0 · source
7-ElevenTiramisu & cheesecake win over organic reviewers
Xiaohongshu tourist post praising the cakes drove a thread of people pledging to try and buy them
两个都吃了，真的好吃😋
“Tried both, they're really good”
7-Eleven@喝茶先生 · Xiaohongshu · ♥ 0 · source
谢谢分享！我也要去mai
“Thanks for sharing! I want to go buy some too”
7-Eleven@GKB 新加坡 · Xiaohongshu · ♥ 1 · source
7-ElevenNew Fuze Tea flavour has strong taste appeal
Commenter reaction suggests strong purchase intent for the new zero-sugar jasmine honey tea
This one make me wanna finish everything in one sitting sia
“This makes me want to finish the whole bottle in one sitting”
7-Eleven@sgfoodphotography · Instagram · ♥ 0 · source
Report Card: Questions & Requests
Customers are excited about new launches but repeatedly hitting the same wall — not knowing where to actually find the products.
7-ElevenWhere can I buy the Chiikawa charms?
Recurring, unanswered question across the top post of the day
Which outlets has them?
“Which outlets has them?”
7-Eleven@chewchewtrainnnn · Instagram · ♥ 0 · source
Ok but which locations
“Ok but which locations”
7-Eleven@kurimanjusagi · Instagram · ♥ 0 · source
7-ElevenIs the Food Bar available at my store?
Customer explicitly asks for a list of participating outlets for the new hot food concept
Im sure not all 711 have it, the least you can do is put where is it available....
“I'm sure not all 7-Eleven stores have it, the least you can do is put where it's available.”
7-Eleven@ذوالفضلي زينودين · Facebook · ♥ 0 · source
7-ElevenDo XMUD slime colours differ in type?
Product curiosity question left unanswered on the slime capsule post
Do the different colors mean different slimes?
“Do the different colors mean different slimes?”
7-Eleven@penguin_lover265 · Instagram · ♥ 0 · source
CheersWhat replaced the old Esso station?
Nostalgia post generates a direct factual question that goes unanswered
Justin Phng What is replacing Esso at this location
“What is replacing Esso at this location?”
Cheers@Justin Phng · Facebook · ♥ 2 · source
CheersNostalgia content sparks engagement but leaves questions unanswered
Cheers' historical petrol-station post drove warm nostalgic comments, but a direct question about what replaced the old Esso station went unaddressed, a missed easy engagement follow-up.
▸ Commenter directly asks 'What is replacing Esso at this location' with no brand reply visible
Justin Phng What is replacing Esso at this location
“What is replacing Esso at this location?”
Cheers@Justin Phng · Facebook · ♥ 2 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
So cute ☺️
“So cute ☺️”
7-Eleven@kimkim23 · Instagram · ♥ 0 positive · source
Which outlets has them?
“Which outlets has them?”
7-Eleven@chewchewtrainnnn · Instagram · ♥ 0 neutral · source
Im sure not all 711 have it, the least you can do is put where is it available....
“I'm sure not all 7-Eleven stores have it, the least you can do is put where it's available.”
7-Eleven@ذوالفضلي زينودين · Facebook · ♥ 0 negative · source
两个都吃了，真的好吃😋
“Tried both, they're really good”
7-Eleven@喝茶先生 · Xiaohongshu · ♥ 0 positive · source
I remember this!
“I remember this!”
Cheers@Jonson Koster · Facebook · ♥ 0 positive · source
This one make me wanna finish everything in one sitting sia
“This makes me want to finish the whole bottle in one sitting”
7-Eleven@sgfoodphotography · Instagram · ♥ 0 positive · source