Executive summary
- ParknShopSELECT house-brand dance challenge is the day's runaway hit, far outpacing Wellcome's owned content (282 IG + 94 Threads engagements)
- In the commentsReception is warm but not universally sincere — one of the most-liked replies calls it out as opportunistic advertising
- ⚠ ReviewWellcomeOwned promos (88% off online sale, frozen dim sum discount) deliver steady but non-viral engagement
- In the commentsShoppers say the online store has fewer SKUs and higher prices than physical stores and rivals, undercutting the sale's appeal
- ⚠ ReviewWellcomeTrust flashpoint: allegations of expired or spoiled goods sold across multiple branches
- In the commentsOne customer describes rotten fish repackaged and sold as fresh-frozen, refunded only after she returned it
- ⚠ ReviewWellcomeBroken freezer with melted ice cream raises food-safety doubts
- In the commentsEvery reply in the thread warns 'don't eat it' — the brand account has not responded
- WellcomeMid-Autumn gift-with-purchase tie-ins (Kam Cheung rice) are generating organic KOL/mom-blogger lift
- ParknShopNew Austin Road store's launch marred by a service complaint about an unresponsive cashier
Earned vs owned reach
Of the 751 total reach today, 92% is the chains posting on their own channels and only 8% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 8%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| Wellcome | 43 | 229 | 84% |
| ParknShop | 19 | 460 | 96% |
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
“Thursday Easy Meal Day: 10% off frozen dumplings/wonton/dim sum with $80+ spend via Wellcome app, 10/9/2026.”
【周四速食日】 想快靚正開飯？🍲🥟 今日嚟惠康網店買急凍餃子/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：10/9/2026 *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用，包括折 …
Duplicate owned promo pushing frozen convenience meal discount via Wellcome's own channel to boost app usage.
View post →“Today's threads be like…”
今日嘅 threads be like…
Light-hearted owned-media post from Wellcome's official Threads account maintaining brand presence with meme-style content.
View post →“Wellcome online store big discount day: storewide 88% (12% off) tomorrow 11/9, free delivery threshold $888.”
【📢惠康網店大折日 全場88折🔥】 聽日 (11/9) 一眼鎖定 88 折 ☀️！記得嚟惠康網店入貨🤩！送貨上門買滿 $888 即享 88 折*🚚！優惠只限明天，快啲把握機會嚟網店掃貨啦！🛒✨ 優惠期：11/9/2026 *需於活動頁面領取優惠券並於結帳時使用方可享此優惠。此優惠不包括初生嬰兒配方奶 …
Owned flash-sale promo driving online delivery orders with a storewide 12% discount threshold at $888 spend.
View post →“Thursday Easy Meal Day: 10% off frozen dumplings/wonton/dim sum when spending $80+ at Market Place online shop, 10/9/2026.”
【周四速食日】 想快靚正開飯？🍲🥟 今日嚟Market Place網店買急凍餃子/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：10/9/2026 *客戶需於活動頁面領取優惠券方可享有優 …
Owned promo from Market Place (Wellcome Group) offering 10% off frozen convenience meals to drive online basket size.
View post →“Is it now the case that discounted items can be expired? @hkwellcome”
而家係咪特價就可以賣過期嘢？ @hkwellcome
Customer questions whether Wellcome is selling expired items under discount promotions, a food-safety/trust concern.
View post →“【 📢 Market Place網店大折日 全場88折🔥】 聽日 (11/9) 一眼鎖定 88 折 ！記得嚟Market Place網店入貨！送貨上門買滿 $888 即享 88 折*！優惠只限明天，快啲把握機會嚟網店掃貨啦！🛒✨ 優惠期：11/9/2026 *需於活動頁面領取優惠券並於結帳時使用方可享此優惠。此優惠不包括初生嬰兒配方奶粉 (一號嬰兒奶粉)、大師姐產品、指定月餅產品、禮券、商戶直送、任何印花推廣活動之換購品、包裝處理費、送貨費用(如適用)、Oliver's Gourmet Online內的產品及指定產品／優惠，詳情請參閲網店優惠券上之條款及細則。 此優惠只適用於惠康／Market …”
Official Wellcome/Market Place online-shop flash discount (12% off, min-spend $888) aims to drive online basket size during festive season.
View post →“Influencer promotes PARKnSHOP's SELECT private-label relaunch with a dance challenge tied to its new theme song, encouraging followers to join for gift vouchers; sponsored post (#廣告).”
一早比晒Tip屎大家⋯⋯要做叻仔叻女就要揀SELECT呀嘛! 唔好成日由朝到晚攤係到 同我一齊跳是叻Challenge啦^^ 【揀SELECT 就是叻👍】SELECT優質超值大升級 -百佳旗下自家品牌「SELECT佳之選」全面大升級 -透過煥然一新嘅品牌形象、升級產品體驗以及超過600款產品選擇 - …
Influencer-driven ad campaign for PARKnSHOP's private label SELECT rebrand, using a dance challenge to boost engagement.
View post →“Let's dance🕺”
跳一波🕺
Owned-media teaser from PARKnSHOP's official account tied to the SELECT rebrand dance challenge campaign.
View post →“Austin Road PARKnSHOP supermarket now open, featuring fresh meat/produce counters and a tourist souvenir section, with opening promotions.”
【✨柯士甸道百佳超級市場正式開幕 🎊】 柯士甸道百佳已經正式開幕為大家投入服務啦！為照顧附近上班族👨💼、街坊居民🏡同旅客✈️需要，新店特別加入多項貼心設計✨： 🥩增設鮮肉櫃位，新鮮餸菜選擇更多 🥬全新蔬果保鮮櫃，保持食材鮮度 🎁旅客專區，搜羅人氣香港手信及特色產品 百佳將繼續秉承「百種方便，佳品超 …
Owned announcement of a new PARKnSHOP store opening with fresh meat/produce upgrades and a tourist-focused souvenir section, plus loyalty tie-ins.
View post →“PARKnSHOP online promo: spend thresholds on adult incontinence products and nutritional formula earn free gifts (tissue, induction cooker, etc.), valid through Sept/Oct 2026.”
【照顧老友記💖】 由營養補給到日常護理，陪你照顧家人每一天✨ 今期 #PNS網購 精選成人奶粉、營養補充品、舒爽墊及舒爽褲優惠🎁 🛒為摯愛準備多一份安心✨>> 💖買倍樂成人尿滲產品滿$399✨送 1️⃣唯潔雅經典系列3摺式抹手紙2排 2️⃣皇冠衛生紙27卷 https://bit.ly/4qYJ4L …
Owned online-shop promo bundling elderly-care products (adult diapers, nutrition formula) with gift-with-purchase incentives.
View post →“半世紀的甜蜜陪伴 93歲的陳公公與88歲的太太，至今仍每天拌嘴不休。儘管一個腳患疼痛、一個聽力減弱，陳公公依然每天推著坐在輪椅上的太太外出買菜。婆婆笑言：「年紀大了，還能夠鬥嘴，其實也是一種幸福。」 由昔日物資匱乏、生活拮据得連買一支熱疿粉也要反覆盤算，到今天兩鬢斑白，二人仍相伴到百佳選購日常所需。每當店員看見兩老，總會熱心協助，幫忙提籃及提供長者優惠。 從黃老太到佳蛋仔 ，百佳與屈臣氏一直陪伴他們走過人生不同階段。歲月或會改變容顏與步伐，卻改變不了二人相知相伴的情意，以及店員一如既往的貼心關懷。 A Half-Century of Sweet Companionship At 93 and …”
Brand-produced heartwarming customer story about a decades-long shopper couple highlights staff care and senior discounts, reinforcing ParknShop's community goodwill positioning.
View post →What customers are saying
Act on this
A Threads post claiming multiple Wellcome stores sell expired items has drawn detailed, damaging replies — including a customer describing rotten fish repackaged and sold under cling film, refunded only after she complained. This is a direct hit to food-safety trust.
▸ Original callout has 15 likes; detailed anecdote of spoiled fish adds credibility to the claim
惠康做過好多依啲離譜嘅嘢，有屋企人買過一啲唔知乜嘢魚，好明顯就應該係急凍貨，可能過咗期或者臨過期，佢再包裝個放喺啲白色兜嗰度包保鮮紙咁樣賣，拆開直情係臭嘅，我攞返落去惠康，佢一見到我都未出聲，跟住即刻退翻錢。
“Wellcome's done outrageous things before — my family bought fish that was clearly frozen, possibly expired or near-expiry, repackaged in a white tray with cling film. When opened it smelled rotten. I took it back and before I said anything, they immediately refunded me.”
Wellcome@yatmingha · Threads · ♥ 0 · source
A customer tagged @hkwellcome about a malfunctioning ice-cream freezer with half-thawed stock, asking if it's safe to buy. Replies uniformly advise against eating it, and there's been no visible brand response.
▸ Multiple commenters independently answer 'don't eat it'
今日去惠康想買雪糕食，去到見到壞櫃，入面又有貨摸落又凍，究竟食唔食得㗎？買唔買好呢？@hkwellcome
“Went to Wellcome today wanting ice cream, saw a broken freezer with items inside feeling half-thawed — is it even safe to eat? Should I buy it? @hkwellcome”
Wellcome@chloe.chiuhappy · Threads · ♥ 1 · source
Amid the 88% off online sale push, a customer directly states the online store carries fewer options than physical stores and is priced higher than competitors — undermining the promo's credibility and driving traffic questions about when discounts hit stores.
▸ Direct comparison comment plus a separate ask about when the 8% in-store discount lands
惠康超級市場 Wellcome Supermarket 種類少於門市，網價又貴過同行
“Wellcome online store has fewer options than physical stores, and prices are even higher than competitors”
Wellcome@Cleci Lai · Facebook · ♥ 0 · source
What's Working
Two bright spots stand out today: ParknShop's SELECT dance challenge is a genuine engagement magnet, and Wellcome's lighter, more playful social voice and contest follow-through are landing well with fans.
ParknShopSELECT dance challenge sparks genuine delight
IG post drew multiple admiring replies calling it cute/fun; companion Threads clip logged 94 likes
好可愛好得意ar 你😂😂😂
“So cute and adorable, you 😂😂😂”
ParknShop@ashley_pui_man · Instagram · ♥ 1 · source
Cute😍😂😂😂
“Cute 😍😂😂😂”
ParknShop@yanyaascyy · Instagram · ♥ 1 · source
WellcomeWellcome's casual Threads voice drives strong engagement
A simple, playful 'Hello hello' post picked up 38 likes, showing appetite for a lighter brand tone
Hello, hello 👋
“Hello, hello 👋”
Wellcome@advance_pharm · Threads · ♥ 38 · source
WellcomeSanquan giveaway winners publicly thankful
Contest winners engaged warmly after being announced, reinforcing goodwill from the promotion
已pm，謝謝😍
“Already PM'd, thank you 😍”
Wellcome@sally.ko.549 · Instagram · ♥ 0 · source
Report Card: Gripes & Requests
Beyond the headline trust issues, customers are flagging product availability gaps and asking for clearer promo mechanics.
WellcomeShoppers can't find wanted SKUs anywhere, including Wellcome
Customer checked 10+ stores across ParknShop, U Select, Taste and Wellcome for a Taiwanese snack brand with no luck
香港現在哪間超市可以買到台灣品牌一食拌嗑呀 今天跑了不下十年百佳、優品360、大生、wellcome都沒有找到😭
“Which HK supermarket sells the Taiwanese brand 'Yishi Banke' snacks? Today I checked over ten ParknShop, U Select, Taste, and Wellcome stores and couldn't find it anywhere 😭”
Wellcome@fromkoizumi · Threads · ♥ 1 · source
WellcomeConfusion over when in-store discounts match online promos
Customer asks directly when physical stores will get the same 8% discount as the online sale
請問幾時門市有8折呢？🤔
“When will physical stores also get the 8% discount? 🤔”
Wellcome@C.Y. Ng · Facebook · ♥ 0 · source
WellcomeCommunity debates root cause of expiry-date issue
Repliers speculate staff may be misreading production dates as expiry dates, fueling the expired-goods controversy
可能有天蟲人當錯生產日期
“Maybe the staff mistook the production date [for the expiry date]”
Wellcome@2019011407ts · Threads · ♥ 0 · source
The SELECT dance challenge is topping engagement charts, but one of the more-liked replies dismisses it as opportunistic advertising rather than organic fun — a reminder that viral reach doesn't automatically translate into brand goodwill. See the post →
ParknShopNew Austin Road store's launch marred by service complaint
Opening-day comments include a specific complaint about an unresponsive cashier at the new Austin Road ParknShop, contrasting with the branch's 'thoughtful service' launch messaging.
▸ Named complaint posted directly under the grand-opening announcement
柯士甸百佳收銀有個肥肥哋女人，每次同人對答都只會講：吓，要人問多次先會唔出聲做野 香港百佳超級市場 PARKnSHOP Supermarket HK
“The cashier at the new Austin Road ParknShop, a heavier-set woman, only ever responds with 'Huh?' — you have to ask her multiple times before she does anything.”
ParknShop@Leong Renne · Facebook · ♥ 0 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
惠康做過好多依啲離譜嘅嘢，有屋企人買過一啲唔知乜嘢魚，好明顯就應該係急凍貨，可能過咗期或者臨過期，佢再包裝個放喺啲白色兜嗰度包保鮮紙咁樣賣，拆開直情係臭嘅，我攞返落去惠康，佢一見到我都未出聲，跟住即刻退翻錢。
“Wellcome's done outrageous things before — my family bought fish that was clearly frozen, possibly expired or near-expiry, repackaged in a white tray with cling film. When opened it smelled rotten. I took it back and before I said anything, they immediately refunded me.”
Wellcome@yatmingha · Threads · ♥ 0 negative · source
好可愛好得意ar 你😂😂😂
“So cute and adorable, you 😂😂😂”
ParknShop@ashley_pui_man · Instagram · ♥ 1 positive · source
唔夠凍🥶
“Not cold enough 🥶”
Wellcome@ivangij · Threads · ♥ 0 negative · source
惠康超級市場 Wellcome Supermarket 種類少於門市，網價又貴過同行
“Wellcome online store has fewer options than physical stores, and prices are even higher than competitors”
Wellcome@Cleci Lai · Facebook · ♥ 0 negative · source
柯士甸百佳收銀有個肥肥哋女人，每次同人對答都只會講：吓，要人問多次先會唔出聲做野 香港百佳超級市場 PARKnSHOP Supermarket HK
“The cashier at the new Austin Road ParknShop, a heavier-set woman, only ever responds with 'Huh?' — you have to ask her multiple times before she does anything.”
ParknShop@Leong Renne · Facebook · ♥ 0 negative · source
已pm，謝謝😍
“Already PM'd, thank you 😍”
Wellcome@sally.ko.549 · Instagram · ♥ 0 positive · source