Tag: 7-eleven

Hong Kong – DFI Retail Group has appointed retail veteran Yoep Man as the new chief executive officer of 7-Eleven for South China, Hong Kong, Macau, and Singapore, effective immediately.

Yoep brings over 20 years of retail leadership in food and FMCG across Asia Pacific. Most recently, as Managing Director of Food in Singapore for DFI Retail Group, he led brands like Giant, Cold Storage, CS Fresh, and Jason’s Deli, driving financial growth, operational efficiencies, and stronger market positioning despite a challenging retail landscape.

Throughout his career, Yoep also played key roles in advancing business growth and operational success, including supporting the growth of Sam’s Club business at Walmart China and the expansion of Dutch-based retailer SPAR into China, Indonesia, Thailand and Mongolia.

In his new role at the Group, Yoep will steer the strategic direction and operations of 7-Eleven across the four key markets, driving innovation and growth to meet changing customer needs.

Additionally, Yoep will also join the Group’s Management Committee, contributing to the organisation’s broader leadership.

Commenting on his appointment, Yoep said, “I am excited to have the privilege to support 7-Eleven’s growth and ambitions in the markets we serve. I look forward to working with our teams and partners to deliver greater convenience, value and innovative experiences for our customers.”

Yoep’s appointment comes as 7-Eleven experiences robust growth, driven by the expanding ready-to-eat market and ongoing digital advancements to enhance customer experiences.

Scott Price, chief executive officer of DFI Retail Group, commented, “We are pleased to appoint Yoep as CEO of 7-Eleven for South China, Hong Kong, Macau, and Singapore. His appointment aligns perfectly with our customer-first approach, given his proven ability to enhance customer experiences and drive innovation.” 

Price continues, “Yoep’s success in leading our food business in Singapore, coupled with his deep understanding of the Asian retail landscape, positions him well to accelerate 7-Eleven’s growth. His expertise in digital transformation and operational excellence will be crucial in evolving our convenience retail offerings to meet and exceed customer expectations across these key markets.”

Hong Kong – In an unconventional twist to promote its app, 7-Eleven has teamed up with creative agency Noah to unveil a bold activation: a series of eye-catching graffiti-style artworks delivering a reverse message—“Don’t Download the App.”

The campaign uses reverse psychology to showcase the unique benefits of the 7-Eleven app, with playful messaging that taps into Cantonese slang, urging customers to reconsider what they might be missing out on.

For this campaign, Noah collaborated with graffiti artists to “bomb” bold messages across the city. The use of graffiti creates a striking contrast: while graffiti draws people to the streets, the 7-Eleven app is all about the convenience of staying home. This juxtaposition adds an edgy twist to the campaign’s launch.

Noah enlisted renowned artists, including Hong Kong’s Plumber King, Bunny, Spy, and Yu Wan, to create graffiti art displayed in unexpected locations. From price tags and coffee cups to an iconic wall at select 7-Eleven stores, the artworks were designed to blend seamlessly into the environment.

Gloria Shiu, head of marketing at 7-Eleven Hong Kong & Macau, said, “At 7-Eleven, we’re always looking for innovative ways to connect with our customers. We are determined to break away from conventional marketing and engage audiences with wit and creativity. By telling people not to download the app, the campaign aims to inspire them to explore its features and experience the convenience for themselves.”

Rachel Wong, co-founder of Noah, also shared, “By embedding art into everyday 7-Eleven elements, we’ve transformed ordinary moments into opportunities for discovery. Collaborating with artists like Plumber King ensures the visuals to be as bold and thought-provoking as the campaign’s message.”

Asawin Bear Phanichwatana, creative partner of Noah, added, “This disruptive campaign has already proven that sometimes the best way to say ‘yes’ is to start with ‘no.’”

Hong Kong – Maxim’s Group (Maxim’s) has unveiled its collaboration with 7-Eleven to create the innovative canned ‘Coffee BOB,’ a craft beer crafted from upcycled coffee grounds sourced from daily operations at 7CAFÉ.

In this collaboration, Maxim’s repurposes surplus bread from its facilities and coffee grounds from 7CAFÉ’s daily operations to produce the new canned ‘Coffee BOB.’ By utilising its award-winning recipe, this initiative guarantees exceptional quality and design while infusing the beer with the unique flavour profile of 7CAFÉ.

BOB, short for ‘Bottle of Bread,’ is a key step in Maxim’s commitment to a circular economy. This craft beer series replaces traditional barley with surplus bread and crusts from Maxim’s facilities. So far, BOB has upcycled 3.5 tonnes of bread and 300 kg of coffee grounds, producing variants like the pale ale ‘Original BOB’ and the coffee-infused stout ‘Coffee BOB.’

This partnership utilises 7-Eleven’s extensive retail network to promote sustainable practices like waste reduction and upcycling. Maxim’s and 7-Eleven aim to enhance audience engagement with BOB through integrated online and offline marketing strategies.

Coffee BOB will initially launch at 70 selected 7-Eleven stores, with plans to expand to nearly 800 in Hong Kong and Macau. Lin Min-chen will continue as the spokesperson for BOB, and yuu members can redeem a can for just 2,200 points plus HK$5—a 66% discount, limited to 10,000 redemptions. 

Keith Siu, chief operating officer (Hong Kong and Macau) of Maxim’s Group, said, “This partnership sets a precedent for cross-sector collaboration and paves the way for more sustainable initiatives in the industry.” 

Alex Liu, managing director of 7-Eleven HK & Macau at DFI Retail Group, also commented, “Our shared vision for sustainable development brought us together for this collaboration, expanding our ‘Grounds to Green’ project with the introduction of the new canned coffee BOB, further promoting environmental protection and a sustainable lifestyle.”

Maxim’s Group remains committed to sustainability through initiatives such as the WeGen farming regenerative agriculture project and its efforts to transform pre-consumer food waste into premium products.

Meanwhile, 7-Eleven’s “Grounds to Green Coffee Grounds Upcycling Program” has been repurposing coffee grounds from 7CAFÉ into fertilisers for local charity farms since July, supporting vegetable cultivation for 10 charities. The next phase introduces BOB canned coffee craft beer, further transforming used coffee grounds. This initiative promotes food waste recycling and raises environmental awareness, reinforcing the “food wise” message.

Kuala Lumpur, Malaysia – 7-ELEVEN has partnered with The Shout Group’s creative arm, FCB SHOUT, for its latest campaign, which features a live-action music video and a new brand ambassador. 

FCB SHOUT’s latest campaign for 7-ELEVEN aims to appeal to the younger generation, promoting the retail giant to Malaysian consumers’ hearts and minds once again. 

The campaign includes an animation mixed with a live-action music video and a hip-hop track produced from scratch. Titled ‘Senang Lenang Dengan 7-ELEVEN’ (Easy Peasy With 7-ELEVEN), the vibrant music video adds a much-needed youthful feel. 

Furthermore, the music video also introduced Malaysians to 7-ELEVEN’s newest 3D brand ambassador, the friendly, trendy, and rap-loving ‘Even’. 

‘Senang Lenang Dengan 7-ELEVEN’ is currently running across all 7-ELEVEN Malaysia’s social and digital channels in conjunction with the Hari Raya festive celebration.

Commenting on the project, Syahriza Badron, general manager at FCB SHOUT, said, “A big shout out to the amazing team at 7-ELEVEN Malaysia for entrusting this campaign with us. We know brand campaigns are not usually part of 7-ELEVEN’s marketing plans, so for them to hand this huge responsibility to us as they seek to regain their dominance in the ultra-competitive retail space reflects the quality of work that we delivered during the pitch. Instead of merely answering the brief given, we challenged it and came back with an idea that made a lot more sense for the brand to sustain and continue building on in the long run, instead of just another one-off project that’d be forgotten as soon as the campaign ends.”

Meanwhile, Jonathan Chan, creative director at FCB SHOUT, shared, “The clients wanted a brand ambassador for 7-ELEVEN to spearhead this campaign. But we knew that creating a character using a real person would cost the brand a lot of money, and they would only be able to use the ambassador for this short campaign period. So, we drew inspiration from cultural icons like Daft Punk, Deadmau5, and even The Stig to create a masked character that the brand could not only continue using for a long time but truly own and call their own as well. We then worked closely with our production partners to bring this character named Even to life via 3D animation and created a Hari Raya music video to introduce the character alongside an original rap song, which comes complete with a 7-ELEVEN iconic doorbell jingle.” 

“With Even as the hero, the energetic music video showcases how easy it is to celebrate a memorable Hari Raya with 7-ELEVEN’s wide variety of goods. The campaign came out better than we expected given the tight deadline, and a lot of credit has to go to our partners at KDCo, TELL Enterprise, Grey Common Studio, and Max Fx Studio for the incredible work,” he added. 

Thailand – Alipay+, the cross-border mobile payments and marketing network run by Ant International, unveils that all 14,500 7-Eleven locations in Thailand are now set up to take digital payments from extra visitors via 13 payment applications, with 9 additional international e-wallets. 

This initiative fits in with their ongoing digitization efforts to meet the growing needs of travellers, particularly as they prepare for the busiest travel period around Chinese New Year. Counter Service connects Alipay+ to the 7-Eleven retail network, enabling the integration. 

The e-wallets that have recently been integrated are MyPB from Public Bank Berhad in Malaysia, GCash from the Philippines, Hipay from Mongolia, MPay from Macao SAR, China, Naver Pay and Toss Pay from South Korea, Changi Pay and OCBC Digital from Singapore, and Tinaba from Italy. 

Thailand has been accepting Chinese mainland Alipay since 2015. Further supported payment methods since 2023 are AlipayHK from Hong Kong SAR, China, Kakao Pay from South Korea, and Touch ‘n Go eWallet from Malaysia. 

Alipay+ continues to broaden its merchant network in Thailand, adding retail, leisure, and travel businesses to its network. This covers every mall run by The Mall Group and Central Retail Corporation in addition to local brands like King Power and Jim Thompson. 

Weeradej Ackapolpanich, managing director at Counter Service Company Limited, said, “Counter Service, the world-class reliable, trustful, and innovative payment system, has strengthened and increased digital payment channels for 7-Eleven stores nationwide and provide daily conveniences, which includes financial service, insurance, sports and concert ticket, travel and tourism, etc. With a significant rise of travel demand, we aim to accommodate, connect, and cater to tourists from all over the world with cashless trend and convenience services.” 

Meanwhile, Sittipong Kittiprapapong, general manager, Global Merchant Partnership, Thailand, Ant International, stated, “Thailand is one of the most popular travel destinations globally and we’re excited to do more to support the digitalization of the vibrant tourism sector locally. By working closely with local merchants and partners like the Tourism Authority of Thailand, we’re attracting more Chinese and Asian tourists to Thailand, creating a more convenient and worry-free experience for travellers, and helping more businesses benefit from tourism growth.” 

Manila, Philippines – An online map website generator that lets users keep track of which provinces they have visited across the Philippines has recently been all over Filipinos’ social media feeds. Several local brands in the country were quick to jump onto the trend and chart their own proof of Philippine jet setting — or rather something else – a witty jab at the map visualisation if you will. 

The website, created by Singapore-based Filipino software developer Denz Del Villar, allows users to generate a map of the Philippines – a personal and colour-coded representation of the various provinces the user has either lived in, stayed, visited, passed, or alighted from. Using these metrics, the map also generates a numberical level determined by the nature of these visits. Each category selected – whether lived or passed on – carries a numerical score, and when added up, results into the travel level of the user.

Following its virality, audiences see local brands do their own trend jacking one after the other. A huge amount of these social media posts come from several banks in the country, both traditional and digital banks. Banks such as LandBank, MetroBank, Bank of the Philippine Islands (BPI), and GoTyme Bank have posted their own take on the map.

Meanwhile, popular convenience store chain 7-Eleven also jumped into the bandwagon. 

In more wittier posts, fast food chain McDonald’s took on the trend, replacing the levels with what users can ‘expect’ from their chains in different provinces. Even local pharmaceutical company Katinko also posted a witty post using the map template, showing that all aunts and uncles across the country have used their products.

Katinko Social Media Post
McDonald’s Social Media Post

Meanwhile, entertainment entities have also joined in the fun. The popular public affairs show Kapuso Mo, Jessica Soho from GMA Network shows that their team had already visited all of the provinces across the country to cover feature stories. Moreover, the local band Ben&Ben has also joined in the trend, showcasing which provinces they already performed in. 

Ben&Ben Social Media Post
Kapuso Mo, Jessica Soho Social Media Post

However, not all brands that crafted their own take on the map were received in a positive light. A social media post by land developer Camella Homes, which used such template to showcase the provinces they have current land developments,has inadvertently caused a backlash. Many netizens pointed out that some of the lands being used by were formerly agricultural lands, more specifically rice fields. The social media post has been deleted since.

Singapore – Globally recognised convenience store 7-Eleven and Singapore-born Tiger Beer, have joined forces to unveil the very first beachfront convenience store right on the sands of Palawan Beach Walk, Sentosa in Singapore. 

The opening celebration will kick off with a variety of promotions and special treats for families enjoying the last weekend of the school holidays and for young adults and tourists who have made hanging out on the beaches of Sentosa their highlight of the week.

Perched right on the sands of the popular Palawan beach, this picturesque 7-Eleven store can be spotted from afar with its vibrant murals and unique graffiti artwork on its facade. Guests can enjoy their refreshing drinks, hot snacks and even ready-to-eat meals at the special 7-Eleven x Tiger Beer chillout area on the sands or at their favourite beach spot.

7-Eleven Palawan Sentosa back view

To help people get their drinks fast, 7-Eleven and Tiger Beer will be bringing a special reverse tap bar, which will automatically dispense the right pour of beer in each cup consistently – without needing a bartender. The reverse tap dispenser is fast, convenient and easy, giving you more time to spend soaking up the sun.

Savour the last weekend of the June school holidays with an unforgettable carnival-inspired blast on the beach with family and friends at the 7-Eleven’s Sentosa Palawan Beach store on 25 and 26 June 2022.

Customers can enjoy free popcorn, 7-Eleven balloons, face painting activities, Häagen-Dazs or Walls ice cream, Mr. Softee, chances to walk away with exciting Spin and Win rewards, and last but not least, live music performed by local singer-busker Jeff Ng, who recently made headlines for his popular weekly busking at The Cathay.

7-Eleven Singapore’s Managing Director, Steven Lye, said, “7-Eleven is reimagining convenience at the beach with our first beachfront store at Sentosa, in collaboration with Singapore’s iconic brand Tiger Beer. From the Arctic Coke machine to the exclusive Nitro Tea, and Reverse Tap beer and the Tiger Beer chill out zone, our new store offers a lot of exciting things for beach loving families, young adults and tourists, and we look forward to welcoming them! We hope that customers will be able to enjoy our new concept store with its unique design and special murals.” 

Meanwhile, on the collaboration, Asia Pacific Breweries Singapore’s Marketing Manager, Yogender Sharma, commented, “This is a great collaboration with 7-Eleven where we pushed the boundaries and found innovative ways to uncage the ultimate refreshment for our consumers. Tiger has a special bond with beer-lovers, and we believe that the beachfront store at Sentosa Palawan Beach would energise the experience by bringing consumers the smoothest beer and greatest vibes.”

“We are delighted to be home to Singapore’s first-ever 7-Eleven store by the beach. This new store concept is an example of the novel and imaginative experience that we are curating for our guests on our beach. Apart from providing the convenience of getting beach essentials, the store is also a unique beachfront bistro where guests can pick up a quick and affordable meal. We welcome this partnership with 7-Eleven in enhancing our guests’ experience as they enjoy their day on Sentosa, ” said Chew Tiong Heng, divisional director, Business and Experience Development, Sentosa Development Corporation.

Manila, Philippines — Filipinos are notorious for one quirk; they are on time on their own time. The Filipino behaviour of being late is so famous that the term ‘Filipino Time’ has been coined to call the phenomenon. Due to this, 7-Eleven, the popular convenience store, has collaborated with advertising agency MullenLowe Treyna to highlight this lowlight in their stores.

7-Eleven’s latest campaign entitled ‘7-Eleven Minutes Late’ is a playful rejoinder to the concept of ‘Filipino Time,’ a cultural phenomenon of always arriving past the agreed meeting time. The series from MullenLowe Treyna features popular excuses—from traffic jams to train delays—often texted by those who are running late, yet still have the audacity to stop for an iced coffee anyway.

Placement is the series’ biggest irony. They are displayed in 7-Eleven—the country’s largest convenience store chain, and a favourite stopover for those who are running late for work.

One image shows, “MRT Na! Huhu,” from a texter presumably on the train. Another reads, “Huhu. EDSA Na!” from a texter stuck in traffic on EDSA. EDSA is the main thoroughfare, notorious for heavy traffic. The next one, “Lapit na” implies that they are close to the office, but could conceivably be anywhere, even getting a soda and a doughnut in 7-Eleven.

Whatever the excuse may be, 7-Eleven has enough of them hanging around their stores for Pinoys to pick from or for workmates to poke fun at when they see it.

Hong Kong – As 7-Eleven’s coffee brand 7CAFÉ reaches its major milestone of 600 stores in Hong Kong last April, the coffee brand has launched its new lucky draw game, ‘Make Your Own Good Coffee’.

The new lucky draw game will last for six consecutive days from 11 to 16 May 2022, with an unprecedented 600 free cups of coffee up for grabs every hour. In the game, customers will be able to step into the shoes of a 7CAFÉ barista and experience the fun of making their own cup of freshly brewed 100% Arabica coffee according to the golden ratio. 

At the start, the game will be selecting a popular 7CAFÉ coffee drink – a café latte, cappuccino, or flat white – for the player to make. Coffee and fresh Australian milk will start flowing from the 7CAFÉ coffee machine, and players then need to use their skill to tap the coffee and milk buttons on the left and right of the screen at just the right time to stop the flow to make the perfect cup. After successfully preparing the cup, customers can then enter a lucky draw for a chance to win a 7CAFÉ free drink e-coupon, which can be redeemed in the nearest 7CAFÉ store.

Moreover, 7CAFÉ has also introduced its two new limited-edition Ginger flavour drinks, Ginger Latte and Ginger Flavoured Milk, which were inspired by the familiar flavours of Hong Kong-style dessert Ginger Milk Curd. The brand is also giving its coffee cups a makeover with an exclusive 600 Stores limited-time design, featuring Gullu Gullu coffee bean characters.

7CAFÉ said that customers can use an e-coupon to try the drinks at a special price of HK$10 until 17 May 2022.

Hong Kong – 7-Eleven Hong Kong has entered the world of fashion and launched a collection of ‘#OOTD Mix & Match Fashion Bags’ as part of a first-of-its-kind crossover between Japanese denim label FDMTL, known for its ‘boro’ patchwork designs, and classic cartoon PEANUTS. This set of eight bags comes in an assortment of designs, shapes and colours to match any outfit. The accessories can be used for outdoor activities, school, travelling, staycations and other daily activities. 

In 2020, the brand had already partnered with the PEANUTS brand where they picked four stores in Hong Kong and Macau to be specially decorated with PEANUTS characters.

Gaku Tsuyoshi, founder of FDMTL, shared he personally designed all eight ‘#OOTD Mix & Match Fashion Bags’ in the collection made from high-quality materials in a variety of styles for different functions for his fans in Hong Kong.

He said, “Dress up any outfit with one of the eight ‘#OOTD Mix & Match Fashion Bags’ and create your own look for any occasion. So step up your style and stand out from the crowd.”

Tsuyoshi knows very well the love Hongkongers have for Japanese culture. And so, he’s incorporated well-known Japanese motifs such as Mount Fuji, tea ceremonies, lantern festivals, food and other iconic Japanese objects alongside the popular PEANUTS characters Snoopy, Charlie Brown and Woodstock. FDMTL’s signature indigo ‘boro’ patchwork design takes centre stage throughout the entire collection with each fashion-forward bag showcasing a different side of Japanese style. 

Customers can choose the ‘Fashion Forward’ or ‘Simply Stylish’ box set. The ‘Fashion Forward’ and ‘Simply Stylish’ box sets where each include a selection of 4 “#OOTD Mix & Match Fashion Bags”. 

The ‘#OOTD Mix & Match Fashion Bag’ collection will be available at 7-Eleven from the 4th of May at 7 am. Customers can collect the series with stamps while yuu members can exclusively redeem the bags using their yuu Points. A special edition box set will also be exclusively reserved for yuu members. The special edition box set, on the other hand, comes in two styles – each style has a limited quantity of just 200 boxes. 

The attractive display boxes of each style feature FDMTL’s signature patchwork patterns and contains a selection of four different ‘#OOTD Mix & Match Fashion Bags’ so there’s no need to collect stamps or worry about redeeming the same bag twice. 

The offer is applicable to 7-Eleven stores in Hong Kong and Macau excluding Inspiration Lake Recreation Centre and Team Disney, Hong Kong Disney Resort stores and Hong Kong Disney Resort Food Kiosk and. The offer will run from the 4th of May at 7 am to 28 June 2022 where customers will receive one stamp upon a $20 purchase and one more stamp for every additional $10 purchase at a 7-Eleven store. 

In addition, from the 4th of May at 7 am to 1 July 2022 in a total of 8 weeks and 3 days, customers can redeem 2 #OOTD Mix & Match Fashion Bags randomly with 12 stamps plus $80 or 1 #OOTD Mix & Match Fashion Bag randomly with 8 stamps plus $46. While yuu members can redeem 1 ‘#OOTD Mix & Match Fashion Bag’ randomly with 8,800 yuu Points plus $8.