Executive summary
- WellcomeWellcome's owned promos (Healthy Monday dairy deal, Mid-Autumn bundle) keep driving steady engagement, amplified by organic haul posts on the buy-drinks/oyster-sauce bundle.
- In the commentsOne shopper bragged about stacking 8 packs of coke across 4 bundles for $224 total, calling it a steal.
- ⚠ ReviewWellcomeA food-expo giveaway spotted at a Causeway Bay Market Place scored the day's highest single-post engagement (134), but hype isn't converting to purchase intent.
- In the commentsMultiple commenters flat-out say 'won't buy' and describe the bundled instant noodles as MSG-heavy and destined for the bin.
- ⚠ ReviewWellcomeTurkish black figs at Market Place are a strong discovery driver for visitors, but quality-consistency chatter (a worm sighting, unsweet batches) threatens the buzz.
- In the commentsAlongside 'best figs I've ever had' praise, one shopper posted 'there are worms!' and another said their box wasn't sweet.
- ⚠ ReviewWellcomeConsumer Council's buy1get1 price-hike flag is echoed by shoppers directly benchmarking Wellcome's frozen promo pricing against cheaper discount grocers.
- In the commentsA commenter notes a rival frozen-food shop runs whole-store 20% off every month-end — 'even better value' than Wellcome's promo.
- ParknShopA 帆船牌 rice-vermicelli cancer-risk scare is fueling a refund-policy debate on ParknShop's page.
- In the commentsShoppers debate whether app/loyalty records can substitute for a lost receipt, while others ask why the flagged SKU is still stocked at all.
- ParknShopThreads chatter reinforces ParknShop's 'most expensive' reputation, with gripes about sticky packaging tape and pricier eggs than AEON.
Earned vs owned reach
Of the 884 total reach, 49% is the chains posting on their own channels and only 51% is independent voices. Independent voices carry a healthy share of the reach.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| Wellcome | 380 | 173 | 31% |
| ParknShop | 75 | 256 | 77% |
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
“I didn't make it to the food expo before, but finally saw the real product at Market Place in Causeway Bay... though I won't be buying it! 😆”
之前冇去美食展，終於喺銅鑼灣Market Place見到真身．．雖然我唔會買！😆
Local shopper notes seeing a food-expo product now available at a Causeway Bay Market Place (Wellcome) store, though shows no purchase intent — low conversion signal despite awareness.
View post →“Healthy Monday: Get 10% off frozen fresh milk, yogurt, eggs and juice when you spend $60+ on Wellcome's online shop today (14 Sept 2026).”
【周一健康日】 今日嚟惠康網店買冷凍鮮牛奶、乳酪、雞蛋及果汁滿 $60 即享 9 折*！把握機會補齊雪櫃日常必備，日日食得有營健康！快啲用惠康APP掃貨，慳得更多，健康更多！🥛🥚🍊 優惠期：14/9/2026 *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，包括折扣優惠券或網 …
Owned 'Healthy Monday' campaign offers 10% off dairy, eggs and juice on Wellcome's online shop to drive online basket size.
View post →“Hong Kong giant sweet Turkish black figs — it's fig season. Bought this box at Market Place; other supermarkets probably carry it too. Brand is Turkish Aksun, variety is black fig.”
🇭🇰巨甜土耳其黑无花果 是吃无花果的季节🍂 到market place买这个盒子的，应该其他超市也有 牌子是土耳其的aksun，品种是blac
Mainland visitor praises fresh Turkish figs bought at Market Place (Wellcome), a positive fresh-produce discovery post likely to drive visitor foot traffic.
View post →“Wellcome's official weekly promo: shrimp chips $24/2, soy milk $12/bottle, sliced cheese $65/3, valid 11/9-17/9/2026, with app delivery and store pickup reminders.”
【今期堅係正！🤩】 堅係正💯，唔好錯過多款超值產品👍🏻！有明輝蝦片、壹品豆品豆漿及統牌片裝芝士，快啲嚟入貨啦🛒！ 🔸明輝 粟米濃湯味蝦片80克 優惠價$24/2件，平均$12/件 明輝蝦片蝦味濃郁，配上特別調製的粟米濃湯味，令蝦片更加香甜美味！ 🔸壹品豆品 原味/特濃無添加糖豆漿/無添加糖 960毫 …
Official Wellcome channel post pushing weekly promo bundle to drive footfall and app/e-shop usage.
View post →“Reunion for Mid-Autumn: Wellcome offers festive foods incl. pears, Korean grapes, South African oranges, cherry tomatoes, Canadian beef steaks, S-PURE chilled chicken, frozen yellow croaker, black sesame/peanut tangyuan, lychee drinks and Kraft sauces. Promo period 14-17 Sept 2026.”
【一起團圓🌕】 中秋團圓飯，點少得美酒佳餚！惠康為你搜羅多款佳節美食，有齊鴨梨🍐、韓國香印提子、南非新奇士柑🍊，春沐源糖果車厘茄、加拿大肉眼牛扒/西冷牛扒🥩、S-PURE各款冰鮮雞件🍗、急凍黃花魚🐟、小寧波黑芝麻/花生湯圓、道地 6包裝荔枝味飲品/百果園柑桔檸檬同埋卡夫白汁/奇妙醬，快啲嚟惠康掃貨啦 …
Owned seasonal campaign promoting Mid-Autumn festive foods (fruit, meat, mooncake-adjacent items) to drive holiday basket sales.
View post →“After buying 2 packs of soda at Wellcome yesterday for $56 and getting $52 of freebies, today I bought 2 bottles of oyster sauce for $40 and got 4 extra items (worth over $40) — is anyone else stocking up at Wellcome?”
繼昨日去惠康買兩排汽水$56送$52贈品，今日哥斯拉再去惠康買兩支蠔油$40送4樣野（1支頭抽、1支茄汁、1包一丁再加一包米粉），4樣贈品睇落超過$40真係更抵😅大家又有無去惠康掃貨呢？
Shopper highlights strong buy-and-get-free value at Wellcome two days running, encouraging others to stock up — positive word-of-mouth on promo value.
View post →“PARKnSHOP announces a Garden x Milo collaboration: a limited-edition Milo-flavored bread ($17.5/pack) available in-store and via PNS eShop until 17/9/2026, alongside various loyalty and payment promotions (BoC Pay+, Yuu rewards, free shipping codes).”
【#新佳品 嘉頓 × 美祿® 驚喜聯乘✨美祿®味排包🍞】 細個飲到大嘅美祿®，今次有新食法！😋 嘉頓聯乘美祿® 推出期間限定美祿® 味排包，將經典麥芽可可香氣注入烘焙美點之中，帶嚟令人一試愛上的滋味！ 香濃麥芽配上鬆軟口感，每一啖都充滿回憶，同時帶來全新驚喜。無論做早餐、下午茶，定係忙碌時嘅小確幸都 …
Owned promo for a co-branded new product launch driving in-store and online traffic via PNS eShop.
View post →“Lasagna's soul is the cheese - 90% of people choose wrong! Use Mozzarella for stretch and Parmesan for savory depth. Full recipe and fresh ingredients available at PARKnSHOP stores and PNS online.”
【千層麵靈魂爆發！90%人都用錯嘅芝士秘訣 🧀✨】 千層麵要好食，芝士先係真正嘅靈魂！但原來有 90% 嘅人都揀錯芝士！今次就教大家點樣用啱兩款芝士： 水牛芝士 (Mozzarella)：負責澎湃嘅「拉絲」效果，適合整 pizza、意粉等等！ 巴馬臣芝士 (Parmesan)：負責提昇層次嘅濃郁「鹹 …
Owned recipe-content post drives ingredient purchases (mozzarella/parmesan, fresh produce) at PARKnSHOP/PNS online, reinforcing fresh, one-stop positioning.
View post →“Has anyone had PARKnSHOP cancel an order yet still get a refund? I bought an unopened sailboat-print bag and I'm not sure if I can get a refund (just saw a related news post).”
有冇人試過百佳掉左單，但都可退款？😭 之前買左包帆船，未開，唔知比唔比退錢。。。 (岩岩見到有新聞page post以下)
Local customer questions whether a cancelled PARKnSHOP order can still be refunded, prompted by a news report — signals live service friction around online order cancellations.
View post →“PARKnSHOP launches a new 'Celebration Gift Voucher' for weddings, baby showers, and housewarmings, available in stores and via PNS eShop, with free Napoleon cake vouchers for large purchases ($8,000+ or $15,000+).”
【全新「囍慶禮券」🧧即日起全線香港門市有售🎉】 新登場「囍慶禮券」無論係婚禮💍、BB滿月👶、定新居入伙🏠，幫你將祝福化成實用心意，等親友自由選購心水食品及生活用品。而家仲有限定禮遇送你拿破崙蛋糕！🍰 🎁 限定禮遇： ✨ 單次購買滿 $8,000，即送拿破崙蛋糕by GREAT 12件裝換領券乙張（價 …
Owned launch of a new gift voucher product line targeting weddings/celebrations, with tiered spend incentives (free cake) to drive higher basket sizes.
View post →“Personal-care promo: Buy select body wash/shampoo brands spend $98+ get tissue/spam gift; buy feminine hygiene products spend $99+ get dish soap, spend $220+ get extra tissue gifts; buy 2 Moist Diane body wash get a mirror gift. Valid until 17 Sept 2026, plus BoC Pay+ and yuu member perks.”
【貼心呵護✨】 想為自己同屋企人添置日常護理用品？✨ #PNS網購 今期精選個人護理、頭髮護理及女士衛生產品優惠🥰唔好錯過啦 >> 💖 買威露士／奈(18本)／菁華泉／仙特拉洗手、沐浴、頭髮護理產品及護理濕紙巾滿$98✨送 1️⃣ 唯潔雅3層壓花抽取式面紙5包裝 2️⃣ 梅林小午餐肉 https:/ …
Owned promo bundling personal-care, hair-care and feminine hygiene products with gift-with-purchase incentives and payment-app perks (BoC Pay+, yuu).
View post →What customers are saying
Act on this
The glow-in-the-dark giveaway spotted at a Causeway Bay Market Place scored the day's top single-post engagement, but the comment thread is dominated by 'won't buy' remarks and complaints that the bundled instant noodles are MSG-heavy and get binned right after getting home.
▸ 17+ comments on the post, majority signalling no purchase intent; multiple explicit 'won't buy' and 'straight to rubbish' remarks.
返到屋企好快變垃圾，除左麵
“It turns into trash pretty quickly once I get home — except the noodles.”
Wellcome@Ho Wai Wai Ho · Facebook · ♥ 7 · source
Figs at Market Place are a genuine discovery driver for mainland visitors, but the same thread carries a food-safety scare (worms) and inconsistent sweetness reports, plus visible price variance vs AEON/Yata that could erode trust in the produce category.
▸ Comments citing 'there are worms', 'mine wasn't sweet', alongside praise for the same product priced $43-49.8 across different retailers.
有虫呀[笑哭R]
“There are worms!”
Wellcome@Jasmine · Xiaohongshu · ♥ 0 · source
A post celebrating cheap frozen chicken at a competitor sparked comments comparing prices directly against Wellcome's own promo pricing, with commenters pointing to routine deeper discounts elsewhere — echoing wider Consumer Council concerns about Wellcome's promo pricing integrity.
▸ Comment: a rival frozen-food store runs whole-store 20% off every month-end, posted directly under a Wellcome-tagged frozen-food comparison.
佳宝每个月底会有几天全场8折的，更优惠
“Kaibo does whole-store 20% off for a few days every month-end — even better value.”
Wellcome@陳皮兒 · Xiaohongshu · ♥ 0 · source
What's working
Bundled promos and fresh-produce discovery are still Wellcome's strongest organic engagement drivers, while ParknShop's how-to content earns genuine brand love.
WellcomeBundle-and-freebie promos triggering enthusiastic stockpiling
Shoppers are combining drink and oyster-sauce promos across multiple visits, openly sharing the maths on how much free product they scored.
掃咗8排可樂(4組)勁抵，都衹係$56X4=$224。😂😂😂
“Stocked up on 8 packs of coke (4 bundles) — such a great deal, only $224 total.”
Wellcome@Christy Cheung · Facebook · ♥ 0 · source
WellcomeTurkish figs deliver a genuine 'best I've ever had' moment
Despite some quality-variance complaints, several shoppers call it the best figs they've tasted, fueling organic cross-store discovery chatter.
点了 真的好甜哇 是我吃过最好吃的无花果
“Ordered them — so sweet, best figs I've ever eaten.”
Wellcome@Reay · Xiaohongshu · ♥ 1 · source
ParknShopParknShop's cheese how-to content earns genuine product endorsement
A lasagna cheese-pairing tip post drew an unprompted brand-loyalty comment from a follower.
我都係用依個牌子既mozzarella 😍!! 平時焗仼何野都加少少！好味!
“I use this brand's mozzarella too — always add a bit whenever I bake, tastes great!”
ParknShop@bebrianna · Instagram · ♥ 0 · source
Report card: questions & gripes
Customers are asking for regional availability, flagging fresh-produce inconsistency, and pressing ParknShop on a flagged rice-noodle brand and its refund process.
WellcomeWhere can I get it? Regional availability questions for the hot giveaway
Shoppers outside Hong Kong Island are asking where to find the food-expo giveaway item, plus confusion over which glow-in-the-dark variant is genuine.
請問九龍區有冇？
“Is it available in Kowloon?”
Wellcome@Ng KL · Facebook · ♥ 0 · source
好似話有只有燈？ 係咪真？
“I heard there's only a glow-in-the-dark version — is that true?”
Wellcome@Oscar Chou · Facebook · ♥ 0 · source
WellcomeFig quality inconsistency frustrates repeat buyers
Even fans of the Turkish fig promotion report batch-to-batch sweetness variance.
我買的不甜[哭惹R]
“Mine wasn't sweet :(”
Wellcome@Cora · Xiaohongshu · ♥ 0 · source
ParknShopShoppers question why an unpopular rice-noodle brand keeps getting stocked
Beyond the refund ask, commenters name preferred alternative brands and ask ParknShop to drop the flagged SKU.
都唔知點解百佳咁鍾意賣呢隻不知名帆船牌，又唔係出名過人，又唔係平過人 樓下間百佳之前冇啦啦轉左賣呢隻，本身買開珠江，但真係唔知呢個乜鬼牌子，被迫要貴啲買孔雀😇
“No idea why ParknShop insists on selling this obscure 'sailboat' brand — it's not famous or cheaper than others; I was forced to switch to the pricier Peacock brand instead.”
ParknShop@Ava Chan · Facebook · ♥ 2 · source
幸好食開天鵝牌
“Luckily I eat the Swan brand.”
ParknShop@Ck Leung · Facebook · ♥ 2 · source
ParknShopRefund process unclear without a receipt
Members debate whether app/loyalty records can substitute for a lost receipt to secure a refund on the flagged product.
你有無用易賞錢會員？ 有嘅，喺百佳app 入面嘅「我的帳戶」-》訂單記錄-》百佳門市，會搵到購買記錄嘅。 應該無單但有記錄都會退
“If you used your Yuu member card, check the ParknShop app under 'My Account > Order History > ParknShop stores' — even without a receipt, purchase records should support a refund.”
ParknShop@Cammy Shizugi Yiu · Facebook · ♥ 3 · source
ParknShop帆船牌 rice-vermicelli cancer scare reignites refund confusion
A shopper asking whether ParknShop will refund an unopened, receipt-less bag of 帆船牌 rice vermicelli linked to a cancer-risk report is drawing sympathy but also mockery of HK complaint culture, while other comments question why the brand is still stocked at all.
▸ Multiple comments debate refund eligibility via loyalty-app records, plus direct questions on why the flagged SKU is still sold.
在網上見到帆船牌米粉係有致癌物質，上個月喺 貴公司門市買左包未開，但已掉左單據，可否退款？ 同埋點解你地仲會繼續賣有致癌物嘅米粉😨 https://www.facebook.com/share/p/1C1VrV3Gfo/?mibextid=wwXIfr
“I saw online that this brand of rice vermicelli contains carcinogens — I bought a bag last month, unopened, but lost the receipt. Can I get a refund? And why are you still selling it?”
ParknShop@Zo Zo · Facebook · ♥ 0 · source
In their words
A cross-section of real comments: praise, criticism and competitive reasoning.
点了 真的好甜哇 是我吃过最好吃的无花果
“Ordered them — so sweet, best figs I've ever eaten.”
Wellcome@Reay · Xiaohongshu · ♥ 1 positive · source
有虫呀[笑哭R]
“There are worms!”
Wellcome@Jasmine · Xiaohongshu · ♥ 0 negative · source
返到屋企好快變垃圾，除左麵
“It turns into trash pretty quickly once I get home — except the noodles.”
Wellcome@Ho Wai Wai Ho · Facebook · ♥ 7 negative · source
掃咗8排可樂(4組)勁抵，都衹係$56X4=$224。😂😂😂
“Stocked up on 8 packs of coke (4 bundles) — such a great deal, only $224 total.”
Wellcome@Christy Cheung · Facebook · ♥ 0 positive · source
我都覺得百佳係最貴
“I also think ParknShop is the most expensive.”
ParknShop@zoeyx._.x · Threads · ♥ 2 negative · source
都唔知點解百佳咁鍾意賣呢隻不知名帆船牌，又唔係出名過人，又唔係平過人 樓下間百佳之前冇啦啦轉左賣呢隻，本身買開珠江，但真係唔知呢個乜鬼牌子，被迫要貴啲買孔雀😇
“No idea why ParknShop insists on selling this obscure 'sailboat' brand — it's not famous or cheaper, and I was forced to switch to the pricier Peacock brand.”
ParknShop@Ava Chan · Facebook · ♥ 2 negative · source