Executive summary
- 7-ElevenHojicha Almond Latte & Milk Pudding launch tops today's engagement (186 IG interactions)
- In the commentsCommenters praise generous portions and value — genuine taste validation, not just hype.
- 7-ElevenNUS-developed Refresh prebiotic soda launch draws strong organic hype
- In the commentsFans say they've already bought both flavours and are raving unprompted — a real grassroots win.
- ⚠ Review7-Eleven10-cent BCRS deposit on soy milk sparks boycott chatter and legality questions
- In the commentsShoppers ask "Is this legal?" and gripe that every container now needs a deposit — small volume today but reputationally risky if it spreads.
- 7-ElevenAnime merch collabs (Spy x Family, Chiikawa) keep generating organic collector buzz
- CheersCheers' Miffy perfume blind-box drop sparks collector trading behaviour in comments
- In the commentsShoppers are publicly trading duplicate scents — a blind-box mechanic worth benchmarking.
- 7-ElevenEasyCollect $4-off-$20 promo runs steady cross-platform but isn't a breakout
Earned vs owned reach
Of the 436 total reach today, 87% is the chains posting on their own channels and only 13% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 13%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 56 | 315 | 85% |
| Cheers | 0 | 65 | 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
“Say hello to the New Hojicha Almond Latte and Hojicha Milk Pudding, now at 7-Eleven! ✨ From a creamy latte to a smooth pudding, which hojicha treat are you picking first? 👀🤎”
Owned launch post for new hojicha-flavoured beverage/dessert line.
View post →“A soda that feeds your gut. Your brain noticed. 🧠 Your gut and your brain are in the same group chat. Feed one, and the other smiles. 💬 Meet Refresh, sparkling prebiotic soda in Calamansi and Lychee. Zero sugar, with 5g of prebiotic fibre per can, developed by NUS food scientists. ✨ Meet the happier …”
Owned launch post for new functional soda exclusive to 7-Eleven, NUS-developed.
View post →“Click, collect, save — easy like that! 📱✨ EasyCollect your must-haves from 7 - 9 September 2026 and redeem $4 off $20 with code 4OFF20. Download the 7-Eleven app now to enjoy this offer 👉 https://qr1.be/HB3P T&Cs apply.”
Owned promo push for click-and-collect discount code to drive app engagement.
View post →“Say hello to the New Hojicha Almond Latte and Hojicha Milk Pudding, now at 7-Eleven! ✨ From a creamy latte to a smooth pudding, which hojicha treat are you picking first? 👀🤎”
Official brand account launching new hojicha-flavoured beverage/dessert line, seasonal product push.
View post →“𓁹‿𓁹 ʰᵉʰ⋅ accidentally joined a spy family… turns out the mission was just collecting all these cute keychains 😎🔎💖🗡️🐾 🛒 available at most 7-Eleven Singapore stores, while stocks last ⭐️ distributed by Simply Toys #spyxfamily #スパイファミリー #animemerch 💬 spy x family, spyxfamily, スパイファミリー, spy x family mer …”
Another anime merch collab (Spy x Family) at 7-Eleven SG stores generating collector enthusiasm, part of ongoing merch strategy.
View post →“Fresh Soy Milk at 7 Eleven Yen Yen complain she won't buy from there anymore due to 10cents bcrs Thgt it's a beverage container also?”
Customer frustration over new 10-cent beverage container return scheme charge is causing a boycott threat.
View post →“Monday Blues? It can't get better - there's MIFFY PERFUME! 🐰🌸 With 6 different scents for me to choose from, and a secret design for the lucky one! Perfect for that mid-day refresh when the 3pm slump hits hard. Product availability varies by store. #CheerSG #MiffyBlindBox #MiffyCollecti …”
Owned post promoting Miffy blind-box perfume collectible collaboration.
View post →“Miffy Perfume blind boxes are now available in stores, with 6 different scents to choose from! 🐰🌸 Pop by your nearest Cheers & FairPrice Xpress and see which scent is yours. ✨ Product availability varies by store. #CheerSG #MiffyBlindBox #MiffyCollection #MiffySG #MiffyPerfume”
Owned FB post promoting Miffy blind-box perfume availability at Cheers & FairPrice Xpress.
View post →What customers are saying
Act on this
A customer complaint that she'll stop buying soy milk over the new 10-cent bottle deposit is drawing questions about legality and fairness, with commenters extending the frustration to "everything needs a deposit now." Volume is low but the sentiment is sharply negative and touches core price-sensitivity nerves.
▸ Facebook thread on Fresh Soy Milk BCRS charge draws direct "Is this legal?" and deposit-creep complaints.
Is this legal?
“Is this legal?”
7-Eleven@Nixon Ling · Facebook · ♥ 0 · source
Comments show unprompted enthusiasm — people say they've already tried and bought both flavours — well beyond typical launch-day reaction. This is a rare genuine grassroots signal worth riding while it's hot.
▸ Multiple unprompted "already tried", "bought both" comments plus heavy emoji excitement on the Refresh soda post.
Bought both 👍👍👍
“Already tried, love the calamansi”
7-Eleven@fun_golfing · Instagram · ♥ 0 · source
What's Working
Two 7-Eleven product launches and a rival's collectible mechanic are generating genuine, unprompted customer enthusiasm today.
7-ElevenHojicha Almond Latte & Milk Pudding praised for value and portion size
Top-performing IG post (186 engagement) with organic taste-and-value validation in comments.
Wah portion also generous sia, worth every cent!
“Wow, the portion is generous too, worth every cent!”
7-Eleven@sgfoodphotography · Instagram · ♥ 0 · source
7-ElevenRefresh prebiotic soda sparks unprompted trial and repeat-buy comments
Comment thread shows strong emoji enthusiasm plus explicit "already tried" and "bought both" statements.
Bought both 👍👍👍
“Already tried, love the calamansi”
7-Eleven@fun_golfing · Instagram · ♥ 0 · source
CheersCheers Miffy blind-box perfume fuels collector trading
Customers are using the comments section to trade duplicate scents, a sign of strong collectible engagement.
I got blue anybody want trade
“I got blue, anyone want to trade?”
Cheers@Sharon Sim · Facebook · ♥ 0 · source
Customer Report Card
Beyond the product buzz, customers are raising pointed questions about fees and cross-app value that merit a direct response.
7-ElevenBCRS deposit fee seen as confusing and unfair
Customers question legality of the 10-cent charge and complain that deposit fees now apply to everything, including cups/containers.
Is this legal?
“Is this legal?”
7-Eleven@Nixon Ling · Facebook · ♥ 0 · source
After knowing the answer is can.... meaning everything requires a deposit la.... including packaging cups or container lor... Wah lau.....😑
“After learning the answer is yes... meaning everything requires a deposit, including packaging cups or containers. Wah lau...”
7-Eleven@許緒鋒 · Facebook · ♥ 0 · source
7-ElevenLoyalty-savvy customers stack multiple fuel-discount apps
A fuel-discount promo commenter reveals she also uses a rival's app (Chevron) for fuel savings, showing customers shop discount ecosystems, not just one brand.
I’ve been on 7-11 since last year even got a teacher discount linked lol…but also, download the Chevron app and get $1 off per gallon on your first five fill-ups 💪🏾
“I've been on 7-Eleven since last year, even have a teacher discount linked... but also, download the Chevron app and get $1 off per gallon on your first five fill-ups 💪🏾”
7-Eleven@mrspatterson214 · TikTok · ♥ 1 · source
CheersCheers' Miffy blind-box perfume drives collector trading in comments
Shoppers are openly asking to trade duplicate scents in the comments section — a strong signal of collectible-mechanic engagement that 7-Eleven's anime merch drops could learn from.
▸ Comment on Cheers/FairPrice Xpress Miffy perfume post: "I got blue anybody want trade."
I got blue anybody want trade
“I got blue, anyone want to trade?”
Cheers@Sharon Sim · Facebook · ♥ 0 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
Wah portion also generous sia, worth every cent!
“Wow, the portion is generous too, worth every cent!”
7-Eleven@sgfoodphotography · Instagram · ♥ 0 positive · source
Bought both 👍👍👍
“Already tried, love the calamansi”
7-Eleven@fun_golfing · Instagram · ♥ 0 positive · source
Is this legal?
“Is this legal?”
7-Eleven@Nixon Ling · Facebook · ♥ 0 negative · source
After knowing the answer is can.... meaning everything requires a deposit la.... including packaging cups or container lor... Wah lau.....😑
“After learning the answer is yes... meaning everything requires a deposit, including packaging cups or containers. Wah lau...”
7-Eleven@許緒鋒 · Facebook · ♥ 0 negative · source
I got blue anybody want trade
“I got blue, anyone want to trade?”
Cheers@Sharon Sim · Facebook · ♥ 0 neutral · source
Price?
“Price?”
Cheers@harlo.mz · Instagram · ♥ 0 neutral · source