Executive summary
- ParknShopParknShop's SELECT jingle explodes into a viral meme moment on Threads (top comment 6,851 likes), dwarfing anything from Wellcome today.
- In the commentsFans are riffing on the jingle lyrics, posting parody sing-alongs and even tagging friends to join a dance challenge — pure organic brand love ParknShop didn't have to pay for.
- ⚠ ReviewWellcomeWellcome's 'Black Magic' wordplay post ('有糖買，冇車買...') drives fun organic engagement, but the top-voted reply is a real service complaint.
- In the commentsA shopper says she got a rotten watermelon and the store refused a refund — a genuine friction point riding along with the joke thread.
- ⚠ ReviewWellcomeA Threads user flags Wellcome selling near-identically named products ('泰國雞翼' vs '泰國牌雞翼') at very different prices, calling it a pricing trap.
- In the commentsCommenters warn others to double-check names/weights carefully in-store to avoid being misled — a small but real trust risk.
- ⚠ ReviewWellcomeWellcome's anti-mite laundry bead buy-1-get-1 promo is popular, but comment threads show shoppers confused by conflicting prices ($88, $140, $20) across stores/channels.
- In the commentsMultiple customers post different price points for the same product, suggesting inconsistent in-store execution of the promo.
- OtherBack-to-school season sees Wellcome and ParknShop running near-identical Vitasoy GWP and laundry-stick buy3get3 bundles in parallel — pure category parity, no differentiation.
- ParknShopParknShop's big 'Taste of New Zealand' campaign generated heavy promo posting but thin genuine engagement — one IG comment thread was even hijacked by an apparent spam/scam message.
- In the commentsContrast with the SELECT jingle virality shows scripted campaign content underperforms vs. organic brand-affinity moments.
Earned vs owned reach
Of the 8.4k total reach today, 15% is the chains posting on their own channels and only 85% is independent voices. Independent voices carry a healthy share of the reach today.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| Wellcome | 210 | 576 | 73% |
| ParknShop | 6.9k | 708 | 9% |
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
“August deals: buy 2+ family-size/multi-pack ice creams (Dreyer's, Binggrae, Haagen-Dazs, Meadows, Lotte) and get 10% off, 28/8–3/9.”
【八月堅著數🤩】 📣惠康優惠繼續好堅好著數💥！今期任選家庭裝/多件裝雪糕雪條*2件或以上，即享9折！ Dreyer’s皇牌家庭裝雪糕🍨，口味選擇豐富，款款香滑綿密！韓國直送BINGGRAE 藍莓/士多啤梨乳酪雪條，入口順滑細膩，冰涼舒爽！Haagen-Dazs雪糕批，朱古力脆皮包住香滑雪糕，啖啖驚喜 …
Owned promo offering 10% off multi-pack ice creams from several brands to drive category sales.
View post →“School's about to start, warm up with Black Magic! What's on sale at Wellcome? Candy but no car, salt but no flat, soda but no glasses — what else can you actually buy?”
就快開學，玩個 Black Magic 熱吓身先囉⤴️ 惠康超級市場有咩買🤩 有糖買，冇車買 有鹽買，冇樓買 有汽水買，冇眼鏡買 仲有咩係買到？
Owned back-to-school themed post using playful wordplay to promote general shopping availability.
View post →“Wellcome weekly deals: buy tea drinks, canned abalone or toothpaste in quantity to receive bundled free gifts worth up to $300, valid 28/8-3/9.”
【堅著數👍🏻！】 今期嚟惠康有以下精彩優惠等緊你: 1️⃣[門市限定]買4排道地6包裝6包裝茶類飲品，即送你總值$35豐富禮品*! 2️⃣[門市限定]買3罐安記迷你溏心鮑魚180克，即送你總值$53豐富禮品**! 3️⃣[門市限定]買4支高露潔全效專業牙膏單支裝110克，即送你總值$30 …
Standard weekly gift-with-purchase promo drives basket size via bundled free gifts.
View post →“Wellcome's summer cooling promo features NZ kiwifruit, cherry tomatoes, sugar-free tea, craft beer, and steel tumblers, 28/8–3/9.”
【冰個夠我Cool🧊解鎖冰爽夏日！】 📣炎炎夏日，惠康為大家帶嚟最強消暑「冰」團，幫你隨時隨地都Keep住咁Cool！😌 紐西蘭珍寶金奇偉果，春沐源糖果車厘茄，淳茶舍無糖茶，嚴選優質茶葉，茶香濃郁，味道細膩🍃! 常陸野雛菊麥芽啤酒🍻，巨星聯名款式，入口順滑醇厚，散發洋甘菊同蜂蜜香味! 304不鏽鋼保 …
Owned seasonal promo bundling fruit, tea, beer and tumblers for summer cooling theme.
View post →“Wellcome highlights this week's quality picks: NZ Silverfern lamb rack, Japanese fresh eggs, Hokkaido/Binggrae/Kikkoman milk drinks, Yakult, and throat lozenges.”
【🥳堅醒你👍🏻】 優質產品盡在惠康😆！今個星期紐西蘭Silverfern 法式羊架🍖、玉子之家日本極濃鮮雞蛋 🍳、北海道/冰格麗/KIKKOMAN 各款牛奶/奶類飲品🥛、益力多乳酸菌飲品同埋京都念慈菴枇杷潤喉糖，快啲嚟惠康買啦🛒！ 優惠期：28/8-3/9/2026 部分優惠不適用於惠康網店/Mar …
Highlighting premium fresh imports (NZ lamb, Japanese eggs, milk) reinforces quality positioning.
View post →“Wellcome official promo: Rokeby protein milk, Binggrae yogurt sticks, and Vita milk drinks with gift-with-purchase offers, valid 28/8-3/9.”
【今期堅係正！🤩】 堅係正💯，唔好錯過多款超值產品👍🏻！有ROKEBY FITMILK蛋白飲品/高蛋白鮮奶昔、Binggrae 乳酪雪條及維他®常溫牛奶，快啲嚟入貨啦🛒！ 🔸澳洲 ROKEBY FITMILK蛋白無乳糖牛奶飲品 優惠價$78.5/3件，平均$26.2/件^ 🥛100% 澳洲新鮮牛奶， …
Owned-media post detailing multiple product promos (protein milk, yogurt sticks, Vita milk GWP) to drive basket size ahead of school term.
View post →“When will ParknShop hold a singing contest? I want to sing 'Select select se-se-lect'. Today is Day 1 of practice.”
百佳幾時出歌唱比賽？ 我想唱select select se-se-lect 同依首 今日係Day 1 練習
Viral, high-engagement joke about ParknShop hosting a singing contest for its SELECT jingle shows strong organic brand affinity and campaign resonance.
View post →“ParknShop launches a dance challenge based on its 'SELECT 我是叻' jingle, asking users to post Reels for a chance to win gift vouchers.”
【是叻舞🥚👍佳蛋熱舞版❤️🔥】 睇完sica跳「是叻舞」💃舞林新手佳蛋仔同百便星都要叉隻腳踏入舞池Dance Battle！🪩佳坊一齊驗收佢哋嘅舞動成果啦！😆👍 睇完忍唔住跟跳？🫨依家只要跳《SELECT 我是叻》dance version, 再拍成reels 分享畀佳蛋仔睇，佢就會評選跳得最好最 …
Gamified UGC dance challenge tied to SELECT private-label jingle to boost engagement and IG follows.
View post →“Another ParknShop 3-day flash sale (Aug 28-30) featuring NZ apples, Wan Chai Ferry dumplings, and Thai jasmine rice, with the same spend-$100-get-$18-coupon deal.”
【快閃佳搶✨只限8月28日至30日🥰 】 一連三日嘅快閃佳搶登場！等你用更精明嘅價錢掃走心水產品同日常必備😍，買滿$100仲送$18優惠券*！快啲嚟百佳或PNS網購補貨啦🛒💨！ ⏰精選優惠： ⚡紐西蘭樂淇蘋果^ $63.5/2筒，平均$31.75/筒* ⚡灣仔碼頭水餃9隻裝/點心2-8件裝-各款 $ …
Parallel flash-sale post reinforces the same coupon mechanic across different SKUs to maximize reach.
View post →“Taste of New Zealand.”
味遊新西蘭
Short owned teaser post for the New Zealand food campaign.
View post →“ParknShop's 3-day flash sale (Aug 28-30) discounts frozen salmon, Meiji milk, and Lee Kum Kee oyster sauce, plus a spend-$100-get-$18-coupon offer.”
【快閃佳搶✨只限8月28日至30日🥰 】 快閃3日精選優惠，件件都抵到爆💥記得把握3日限定優惠，同場加映買滿$100即送$18優惠券*！快啲嚟百佳或PNS網購入手啦💥！ 🚩精選優惠： ✅急凍三文魚扒320克 $38/包* ✅明治4.3特濃牛奶946毫升 $46/2盒，平均$23/盒* ✅李錦記舊庄特 …
Short flash-sale format with coupon incentive drives urgency and repeat visits within the promo window.
View post →What customers are saying
Act on this
Under Wellcome's own popular 'Black Magic' wordplay post, a top-voted reply reports being sold a rotten watermelon and denied a refund. This is a real service failure riding alongside brand-loved content, risking reputational spillover.
▸ Comment surfaced with visible engagement (43 likes) directly under an owned post with 111 likes.
有爛西瓜賣，仲要唔肯退款。
“They sold me a rotten watermelon and still wouldn't give a refund.”
Wellcome@vivi.vitata · Threads · ♥ 43 · source
A Threads user alleges Wellcome sells products with almost-identical names (e.g. '泰國雞翼' $10 vs '泰國牌雞翼' $30) causing shoppers to mistakenly buy the pricier item, likening it to a mainland-style marketing trick. Other users echo the warning.
▸ Post + reply thread with users advising others to double check names/weights before purchase.
會唔會係其中一個大陸人嘅營銷手法？ 惠康有樣嘢好衰㗎佢個價錢同你嗰個產品嘅名係差一至兩隻字…… 即係譬如 ⬇️⬇️ 泰國雞翼$10 隔離有一包寫住泰國牌雞翼$30 咁你以為你拎住嗰個就係泰國雞翼，但係其實係泰國牌雞翼
“Is this a mainland-style marketing trick? Wellcome has this bad habit — the price tag and product name differ by just one or two characters. E.g. 'Thai wing' $10 next to a pack labelled 'Thai-brand wing' $30 — you think you're grabbing the Thai one but it's actually 'Thai-brand'.”
Wellcome@mo_mo_sin · Threads · ♥ 6 · source
Wellcome's popular anti-mite laundry bead buy-1-get-1 promo (with tissue/gift) is driving strong purchase interest, but commenters report conflicting prices ($88, $140, $20 previously) and unclear bundle terms, creating confusion about the actual deal.
▸ Multiple commenters posting different price points and asking for clarification under the same promo post.
$140一包？
“$140 for one pack?”
Wellcome@Pendalala Ronaldo · Facebook · ♥ 0 · source
What's working
Two very different plays — a rival's earned meme moment and Wellcome's own owned wordplay/promo posts — are both generating strong, largely positive engagement worth studying or amplifying.
ParknShopParknShop's SELECT jingle becomes a genuine cultural moment
Top comment alone drew 6,851 likes; thread spawned parody singing, dance videos and cross-tagging of friends.
sis 適合參加升key雀模仿大賽
“Sis, you're fit for the 'note-cracking bird impression' competition.”
ParknShop@sisam.rice · Threads · ♥ 2.4k · source
港版關爹😭😭😭
“The Hong Kong version of Guan Die (viral singer meme).”
ParknShop@kosir_no1 · Threads · ♥ 194 · source
WellcomeWellcome's 'Black Magic' wordplay post sparks a fun, high-volume UGC game
Post (111 likes) triggered dozens of witty 'has X, doesn't have Y' replies extending the brand's own joke format.
我開始懷疑個謎底就係超市真係有啲咩賣
“I'm starting to suspect the real riddle is just... what does the supermarket actually sell.”
Wellcome@eggheadsmallpotato · Threads · ♥ 33 · source
可以買成間超級市場🙂↕️
“You could just buy the whole supermarket.”
Wellcome@gracefok815 · Threads · ♥ 1 · source
WellcomeAnti-mite laundry bead buy-1-get-1 promo generates real purchase intent
Comment thread full of shoppers actively planning to buy, comparing deals, and confirming they already purchased.
買1送1幾吸引喎
“Buy-1-get-1 is quite attractive.”
Wellcome@Kitty Lee · Facebook · ♥ 0 · source
今日都買咗$88買一送一
“I also bought two packs for $88 today, buy-one-get-one.”
Wellcome@Ami Chan · Facebook · ♥ 0 · source
Report Card: Questions, Gripes & Requests
Beneath the playful banter on Wellcome's posts, customers are raising real service, pricing and clarity issues that merit follow-up.
WellcomeRefund refused on spoiled produce
A customer reports being denied a refund for a rotten watermelon, posted under a high-visibility brand post.
有爛西瓜賣，仲要唔肯退款。
“They sold me a rotten watermelon and still wouldn't give a refund.”
Wellcome@vivi.vitata · Threads · ♥ 43 · source
WellcomeConfusing near-identical product naming vs. pricing
Users warn that products with almost-identical names carry very different prices, risking accidental overpay.
去惠康 小心查閱價錢同 重量，唔知有心 定無意，將差不 貨品放在一起！ 好易中伏！
“When shopping at Wellcome, check prices and weights carefully — intentional or not, similar products are placed together and it's easy to get caught out.”
Wellcome@alex2036566 · Threads · ♥ 0 · source
WellcomeLaundry bead promo price/quantity confusion
Shoppers ask how many beads per pack and report differing prices for what should be the same promo.
請問幾多粒？
“How many pieces are in a pack?”
Wellcome@Lydia Kandy Leung · Facebook · ♥ 1 · source
呢個上次惠康做$20
“This was $20 at Wellcome before.”
Wellcome@BrilliantPhoenix5295 · Facebook · ♥ 0 · source
WellcomeCopy quality / tone criticism on campaign post
A commenter criticizes the Chinese writing quality of the 'Black Magic' post itself.
發文的是小學未畢業嗎？中文水平這麼差。
“Did whoever wrote this not finish primary school? The Chinese is so poor.”
Wellcome@ben60370402 · Threads · ♥ 2 · source
Wellcome's 'Black Magic' wordplay post is a beloved, highly shareable joke format generating dozens of playful replies — yet its most substantive reply is a real complaint about a rotten watermelon and a refused refund, showing the gap between viral fun and underlying service quality. See the post →
ParknShopSELECT jingle virality — a competitive-intel signal worth studying
ParknShop's private-label jingle spun into a massive organic meme thread (top comment 6,851 likes) with users singing, parodying, and dance-challenging the tune — a scale of earned engagement Wellcome hasn't matched with any owned content this period.
▸ Single Threads post generated dozens of high-engagement replies and spawned a UGC dance challenge on Instagram.
百佳幾時出歌唱比賽？ 我想唱select select se-se-lect 同依首 今日係Day 1 練習
“When is ParknShop holding a singing competition? I want to sing 'select select se-se-lect' — today is Day 1 of practice.”
ParknShop@kellyc_kk · Threads · ♥ 6.9k · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
百佳幾時出歌唱比賽？ 我想唱select select se-se-lect 同依首 今日係Day 1 練習
“When is ParknShop holding a singing competition? I want to sing 'select select se-se-lect' — today is Day 1 of practice.”
ParknShop@kellyc_kk · Threads · ♥ 6.9k positive · source
有爛西瓜賣，仲要唔肯退款。
“They sold me a rotten watermelon and still wouldn't give a refund.”
Wellcome@vivi.vitata · Threads · ♥ 43 negative · source
會唔會係其中一個大陸人嘅營銷手法？ 惠康有樣嘢好衰㗎佢個價錢同你嗰個產品嘅名係差一至兩隻字…… 即係譬如 ⬇️⬇️ 泰國雞翼$10 隔離有一包寫住泰國牌雞翼$30 咁你以為你拎住嗰個就係泰國雞翼，但係其實係泰國牌雞翼
“Is this a mainland-style marketing trick? Wellcome has this bad habit — the price tag and product name differ by just one or two characters, so you think you're buying 'Thai wing' but it's actually 'Thai-brand wing'.”
Wellcome@mo_mo_sin · Threads · ♥ 6 negative · source
買1送1幾吸引喎
“Buy-1-get-1 is quite attractive.”
Wellcome@Kitty Lee · Facebook · ♥ 0 positive · source
有Meadows無佳之選
“There's Meadows but no SELECT (ParknShop's own brand) here.”
Wellcome@tofucat89 · Threads · ♥ 6 neutral · source
注意急凍藍苺是大陸的
“Note: the frozen blueberries are from mainland China.”
ParknShop@victoriagirl_hk · Threads · ♥ 2 neutral · source