Executive summary
- ParknShopParknShop's vegetable traceability barcode system wins press praise (1,439 engagement) as a food-safety trust play amid the mainland 'formaldehyde cabbage' scare.
- In the commentsUnder the post, a 42-like comment praises ParknShop's sourcing trust, but an 8-like reply says the QR code scan just leads to a dead page, undercutting the campaign.
- ⚠ ReviewWellcomeWellcome's back-to-school 88% off + Colgate/ice-cream bundle promos drove heavy media reach but almost no organic engagement (0-7 likes per earned post).
- In the commentsA real shopper reports the flagship discount item was already back to full $89 at the only store still stocking it — availability isn't matching the media push.
- ⚠ ReviewWellcomeRecurring product-quality complaints about Vietnamese durian at Wellcome, with multiple customers vowing never to buy it again.
- In the comments'Vietnamese durian is garbage, a nightmare... never again' — a 5-like comment echoed by others calling it inedible.
- ⚠ ReviewWellcomePrice-value friction keeps surfacing: shoppers on Xiaohongshu and elsewhere say Wellcome/ParknShop cost more than discounters like Kai Bo and 佳寶.
- ParknShopParknShop's new 'spend $100, get $18 coupon' promo draws backlash for being worse value than Wellcome's 88% off and rival discounter 佳寶's flat 8折.
- In the commentsComments call it 'another trap' and point shoppers straight back to Wellcome's simpler 88% deal instead.
- WellcomeSmall authentic product moments keep generating organic goodwill for Wellcome: a fork tucked into an instant-noodle pack and a novelty coriander shrimp chip both earned genuine praise with zero paid push.
Earned vs owned reach
Of the 3.0k total reach today, 37% is the chains posting on their own channels and only 63% is independent voices. Independent voices carry a healthy share of the reach today.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| Wellcome | 417 | 497 | 54% |
| ParknShop | 1.4k | 611 | 30% |
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
“Tiger's new wine ad for Grant Burge is now visible at select Wellcome stores (Olympian City II, Elements, Festival Walk, Telford Plaza), more locations to come. Great for gifting or self-use.”
Tiger最新紅酒廣告Grant Burge 大家暫時會在以下惠康見到牙虎喇 奥海城二期 圓方 圍方 德福 遲啲仲會喺其他地方見架 大家要多多支持呀 送禮自用兩相宜 謝謝大家 #grantburge
Third-party brand ad (Tiger/Grant Burge wine) being promoted inside select Wellcome stores (Olympian City, Elements, Festival Walk, Telford) — indicates Wellcome as a retail media/promo venue.
View post →“Back-to-school Mega Sale: On 29/8, spend $168+ at Wellcome stores for 12% off storewide, no cap. Mastercard users get extra $40 off on $500+ spend. Featured deals include shrimp, chicken wings, apples, jasmine rice, ice cream and eggs.”
【開學大折日🎒29/8 惠康門市全店88折*😍人人有份 折扣無上限🛒】 新學期新開始🆕，把握今個星期六「開學大折日 」，補給買齊開學所需🎒！29/8 嚟惠康門市買滿$168，即享88折*優惠🥳 ！同場加映「Mastercard用戶」專享優惠，使用Mastercard單一簽賬淨值滿$500，即減$40 …
Owned promo driving a major back-to-school storewide discount plus Mastercard stacking offer to boost basket size.
View post →“Elegant Parisian Sweetness: Recipe for an ice-cream croissant sandwich using croissant, ice cream, fruit and whipped cream, available at Market Place.”
【優雅法式甜蜜🥐】 想食精緻甜品，同時又想滿足打卡嘅願望？🍦 其實安坐家中，都可以輕鬆整出媲美巴黎街頭 Cafe 嘅外酥內滑雪糕牛角酥三文治🥐只需幾樣簡單嘅材料，就可以為你嘅午後時光增添滿滿嘅法式儀式感🇫🇷✨ 🛒 材料： 🥐 1個 酥脆牛角酥 🍨 2球 特選口味雪糕 🍓 新鮮水果 ☁️ 噴裝忌廉 👨 …
Lifestyle/recipe content from sister banner Market Place inspiring premium dessert occasions using store ingredients.
View post →“Easy Meal Thursday: 10% off soup/canned goods/frozen dumplings/wonton/dim sum when spending $80+ on Wellcome's online shop, 27/8.”
【周四速食日】 想快靚正開飯？🍲🥟 今日嚟惠康網店買湯/罐頭/急凍餃子/雲吞/點心滿 $80，即享 9 折*！放工返到屋企想速戰速決定係半夜想食宵夜，記得快啲用惠康 APP 掃貨，隨時加熱就食得就最爽！ 優惠期：27/8/2026 *客戶需於活動頁面領取優惠券方可享有優惠。此優惠不可與其他優惠同時使 …
Recurring owned promo theme (Easy Meal Thursday) targeting convenience-food shoppers via the online shop.
View post →“Feature on Penfolds Reserve Bin 19A Chardonnay, recommended pairing with seafood pasta for a special evening; available at Oliver's, Central.”
【In Case of an Extraordinary Evening】 Some nights demand more than just a fine vintage—they call for an absolute masterpiece. When an impromptu celebr …
Premium wine feature from Oliver's The Delicatessen (sister banner) targeting high-end dinner occasions, showcasing group's gourmet retail arm.
View post →“Easy Meal Thursday: 10% off soup/canned goods/frozen dumplings/wonton/dim sum when spending $80+ on Market Place's online shop, 27/8.”
【周四速食日】 想快靚正開飯？🍲🥟 今日嚟Market Place網店買湯/罐頭/急凍餃子/雲吞/點心滿 $80，即享 9 折*！放工返到屋企想速戰速決定係半夜想食宵夜，記得快啲用Market Place APP 掃貨，隨時加熱就食得就最爽！ 優惠期：27/8/2026 *客戶需於活動頁面領取優惠券 …
Same Easy Meal Thursday promo replicated on Market Place's online shop, reinforcing convenience-food positioning group-wide.
View post →“Following a mainland food-safety scandal over formaldehyde-soaked cabbage, HK social media praised ParknShop's produce traceability system, which labels origin, grower and harvest date via barcode, as reassuring amid safety concerns.”
近日內地爆發「甲醛大白菜」食安風波，引發民眾對農產品安全的憂慮。有網紅揭露河北部分貨車在運送前將大白菜浸泡於甲醛溶液中以延長保鮮期。內地相關部門已迅速指示地方機構進行核查。當局目前正積極追尋問題農產品的去向以防流入市面。 在食安陰霾下，有港人於社交平台發文讚賞百佳超市的品質監管措施。帖文指出百佳透過 …
Amid mainland formaldehyde-cabbage food-safety scare, local media praises ParknShop's barcode traceability (origin, grower, harvest date) as reassuring shoppers on produce safety.
View post →“We've come to Causeway Bay! Which egg do you like best? Pick me please!”
🏆亞太區我最喜愛是叻佳蛋之侯選佳蛋🥚👍 我哋嚟咗銅鑼灣啦啦啦！ 你哋最鍾意邊粒蛋⁉️揀我Plz🥺
Owned Threads post promoting PNS's egg-character mascot meet-up in Causeway Bay, driving foot traffic and social engagement.
View post →“ParknShop mascots 'Egg Buddy' and 'ParknStar' will appear at Causeway Bay MTR station for meet-and-greet photo sessions (Aug 28-30, Sep 4-6, Sep 11-13), with a limited-time four-cut photo booth ($50/set) and chances to win coupons and gifts for followers of the official ParknShop social accounts.”
【📢 「蛋」出沒注意！佳蛋仔&百便星見面會🥚】 #佳蛋仔 同 #百便星 將會現身港鐵銅鑼灣站，同各位佳坊近距離打卡合照💙到時Follow我哋官方社交平台，仲有機會獲得優惠券同精美禮物*！🎁 想影多幾張？人生四格自拍機同步登場✨特別設有期間限定📸是叻相框 📸 ($50/套)，等你約埋朋友仔嚟同佳蛋仔仲 …
Owned ParknShop campaign featuring branded mascots and a photo-booth activation at Causeway Bay MTR, aimed at driving in-person engagement and social sharing among loyalty members.
View post →“BTW the life-size 4-cut selfie machine has also crossed the harbour~ Teaser, and there are new photo frames too!”
btw 人生四格自拍機都一齊過咗海🌊 預告定 仲有新款相框‼️🖼️
Teaser for a new photo-booth activation with new frame designs crossing to Hong Kong side, building anticipation for the campaign.
View post →“Flash deal: Spend $100+ at PARKnSHOP stores (27-30 Aug) to get an $18 coupon usable on a later $150+ purchase (28-31 Aug).”
【突發優惠：買滿$100送$18優惠券！】 精明掃貨又有新藉口😍！百佳限時快閃優惠🚨！今日起至8月30日嚟百佳門市買滿$100即送$18優惠券*！ 而家買滿即送券💰，之後仲可以慳多一重🙌 📍優惠重點： 1️⃣於2026年8月27日至30日指定分店單一消費滿$100即送$18優惠券* 2️⃣$18優惠 …
Short-window spend-and-get coupon flash sale designed to boost basket size and repeat visits within days.
View post →What customers are saying
Act on this
Wellcome's heavily-promoted back-to-school discounts are getting big media pickup, but at least one shopper found the discounted item already back to full price everywhere except one store — a gap between marketing promises and in-store availability that risks eroding trust in future promo pushes.
▸ Customer visited several Wellcome branches; only one still had stock, and it was at the regular $89 price, not the promo price.
頭先行左幾間惠康，得一間仲有，但就係正常價$89，所以唔買.
“Checked several Wellcome stores just now — only one still had stock, but it was back to the regular $89 price, so I didn't buy.”
Wellcome@angelachen1427 · Threads · ♥ 0 · source
Multiple customers are publicly panning Vietnamese durian sold at Wellcome as low quality, with some explicitly saying they'll never buy the brand's durian again — a recurring, emotionally charged complaint that could taint the wider fresh-produce reputation.
▸ Four separate comments under one Wellcome post pan Vietnamese durian quality; one has 5 likes.
越南榴槤真係好垃圾好恐怖.,惡夢一樣...,永不錄用....
“Vietnamese durian is truly garbage, terrifying... nightmare-like... will never buy it again.”
Wellcome@Lam Cho Wai · Facebook · ♥ 5 · source
Across platforms, shoppers are benchmarking Wellcome (and ParknShop) against discount grocers like Kai Bo and 佳寶 and finding the majors pricier on everyday staples like vegetables and dairy — a slow-burn value perception risk in a cost-conscious market.
▸ Xiaohongshu visitor notes 佳寶 is cheaper than Wellcome/ParknShop; separate comment says 佳寶 offers a flat 8折 vs ParknShop's convoluted $100/$18 coupon.
这是换了新电脑吗
“Don't worry, I've found cheap supermarkets in HK — Wellcome and ParknShop have many branches, but 佳寶 is cheaper; Kowloon street market veg prices are decent too, $8 HKD for an eggplant, similar to Freshippo.”
Wellcome@书888 · Xiaohongshu · ♥ 0 · source
What's Working
Small, authentic product moments and trust signals are landing organically — worth amplifying even without paid media.
WellcomeFork found inside instant-noodle pack delights shoppers
A Xiaohongshu post about finding a fork in a Wellcome-bought Kang Shifu noodle pack sparked friendly, curious engagement.
你这是内地产的。内地本来就带 [坏笑R] 港产的 日产的 都不带
“This is a mainland-made pack — mainland packs always include a fork; HK-made and Japan-made ones don't.”
Wellcome@HotAmericano · Xiaohongshu · ♥ 0 · source
WellcomeNovelty coriander shrimp chips win over niche fans
An organic Threads post about Mingfai's new coriander-flavor shrimp chips found at Wellcome praises the taste and novelty, appealing directly to coriander lovers.
經過惠康見到明輝出咗芫荽味蝦片，唔知之前有冇出過呢？見到幾特別，我又鍾意食芫荽，買嚟試吓 一打開包裝，聞落去，好熟悉嘅味道，好似一款餸嘅味道，但又講唔出係邊款餸😂😂 味道都幾濃芫茜味，都好食嘅，啱晒芫荽控👍🏻 @gn_gnyt #芫荽 #明輝蝦片 #零食 #新口味 #推介
“Saw Mingfai's new coriander-flavor shrimp chips at Wellcome — smells and tastes strongly of coriander, quite good, perfect for coriander fans.”
Wellcome@gn_gnyt · Threads · ♥ 0 · source
ParknShopLoyal customers trust ParknShop's produce sourcing
Amid the mainland food-safety scare, a highly-liked comment (42 likes) says ParknShop is the shopper's go-to for fruit specifically because of trusted sourcing.
我買生果基本只去百佳~個樣未必最靚，但佢可以揀，同真係信佢貨源多d~冇理由為健康食個生果，到頭來仲傷過食家鄉雞啫~
“I basically only buy fruit at ParknShop — it may not look the prettiest, but you get a choice, and I really trust they have more reliable sourcing; no point risking your health on fruit only to get hurt worse than eating tainted chicken.”
ParknShop@icare_nursing · Instagram · ♥ 42 · source
Report Card: Gripes, Questions & Requests
Customers under Wellcome posts are raising quality, service and promo-clarity issues that merit a closer look.
WellcomeVietnamese durian pans
Multiple shoppers call Vietnamese durian sold at Wellcome inedible and vow not to repurchase.
食過一次越南榴槤永遠都唔會再食🤣難食到仆街
“Once you eat Vietnamese durian once, you'll never eat it again 🤣 disgusting.”
Wellcome@Leo Nam · Facebook · ♥ 2 · source
越南榴槤都買24.9磅🤦🏻♀️
“Even the Vietnamese durian was $24.9/lb 🤦🏻♀️”
Wellcome@May Ho · Facebook · ♥ 0 · source
WellcomePromo terms confusion: online-only vs in-store
Customer unsure whether the Thursday 9-off deal on soups/frozen dumplings applies only to the online store or also physical branches.
網店先有九折舖頭有冇呀 唔該
“Is the 10% discount only available on the online store? Not in physical shops?”
Wellcome@堯 · Facebook · ♥ 3 · source
WellcomeService complaint: bagging and communication
Customer describes a frustrating checkout experience — staff silently gesturing instead of explaining bag policy, refusing to split items across bags.
去前好怕因食到只有4，5塊到大約同你地好高要求幾乎要完封不食原條先肯理，去後佢都冇講仼何野同冇起膠袋格離上上下下咁移動做手語話袋包小個一半5肯換，最後署理好，點都好，5該你地
“Before, I was worried about the produce being bruised... after, staff said nothing, just gestured about the bag, refused to split it into two — not good service.”
Wellcome@Don Lam · Facebook · ♥ 0 · source
WellcomePromo stock-out vs full price at shelf
Shopper visited several Wellcome branches chasing an advertised deal and found only one branch with stock — at full price, not the promo price.
頭先行左幾間惠康，得一間仲有，但就係正常價$89，所以唔買.
“Checked several Wellcome stores just now — only one still had stock, but it was back to the regular $89 price, so I didn't buy.”
Wellcome@angelachen1427 · Threads · ♥ 0 · source
ParknShop's traceability post is being celebrated as a food-safety trust win (42-like comment), yet a 23-like reply on the same thread flatly contradicts the narrative: the commenter's local ParknShop constantly sells rotten fruit, broken eggs and spoiled vegetables — a real tension between the PR win and lived shelf-quality experience. See the post →
ParknShopTraceability QR codes are broken, undercutting the trust campaign
ParknShop is earning strong press for its produce-traceability barcode system amid the mainland food-safety scare, but a customer testing the QR code found it leads to a dead webpage — a credibility risk if more shoppers try to verify sourcing and hit the same dead end.
▸ 8-like comment reports scanning the QR code on ParknShop 'Farmer's' aquatic product labels leads to a dead link.
百佳賣嘅農夫水產上面label QR code scan完係死網😂
“The QR code label on ParknShop's Farmer's aquatic products — scan it and it's a dead link 😂”
ParknShop@kk.kkkwsan · Instagram · ♥ 8 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
屋企樓下只有百佳，仲成日買到壞生果，爛蛋，壞菜
“My local supermarket is only ParknShop, and I constantly end up buying rotten fruit, broken eggs, spoiled vegetables.”
ParknShop@lovee_anny · Instagram · ♥ 23 negative · source
我買生果基本只去百佳~個樣未必最靚，但佢可以揀，同真係信佢貨源多d~冇理由為健康食個生果，到頭來仲傷過食家鄉雞啫~
“I basically only buy fruit at ParknShop — trust their sourcing more, no point risking health for fruit.”
ParknShop@icare_nursing · Instagram · ♥ 42 positive · source
越南榴槤真係好垃圾好恐怖.,惡夢一樣...,永不錄用....
“Vietnamese durian is truly garbage, terrifying, nightmare-like... will never buy it again.”
Wellcome@Lam Cho Wai · Facebook · ♥ 5 negative · source
頭先行左幾間惠康，得一間仲有，但就係正常價$89，所以唔買.
“Checked several Wellcome stores — only one still had stock, but at the regular $89 price, so I didn't buy.”
Wellcome@angelachen1427 · Threads · ♥ 0 negative · source
同佳寶買即有8折，不會好似你們又甘衰又冇貨，又要等幾天才有優惠浪費時間再去買，上次冇用到券。
“佳寶 gives a flat 8折 with no fuss — unlike you (ParknShop), messing it up and running out of stock, wasting time waiting days for the promo; my coupon went unused last time.”
ParknShop@Chung Jy · Facebook · ♥ 1 negative · source
經過惠康見到明輝出咗芫荽味蝦片，唔知之前有冇出過呢？見到幾特別，我又鍾意食芫荽，買嚟試吓 一打開包裝，聞落去，好熟悉嘅味道，好似一款餸嘅味道，但又講唔出係邊款餸😂😂 味道都幾濃芫茜味，都好食嘅，啱晒芫荽控👍🏻 @gn_gnyt #芫荽 #明輝蝦片 #零食 #新口味 #推介
“Saw Mingfai's new coriander-flavor shrimp chips at Wellcome — strong coriander taste, quite good, perfect for coriander fans.”
Wellcome@gn_gnyt · Threads · ♥ 0 positive · source