7-Eleven HK and Chung Suet Ying bring black to basic with Snoopy-themed collection

7-Eleven Hong Kong has partnered with beloved character Snoopy and local actress Chung Suet Ying to launch the Snoopy “Black to basic carry collection”, emphasising an effortlessly cool, urban attitude.

Known for her ability to transition seamlessly between intense drama and playful charm, Chung brings a unique blend of creativity and edge to the collaboration. Her bold, modern style perfectly reflects the “Black to Basic” concept, demonstrating how classic black can be both timeless and full of personality.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from 7-Eleven said the new initiative targets fans of the brand, Snoopy, and Chung. By featuring Chung, 7-Eleven aims to leverage her influence to generate buzz and attract attention to the campaign, particularly among younger consumers.

In this first-ever brand collab with 7-Eleven, Chung showcases the “Black to basic carry collection” on the streets, capturing the essence of effortless city style. The full range comprises eight pieces: six lightweight, easy-to-carry bags in sleek black-and-white tones, plus additional accessories.

Explaining the concept behind the collection, 7-Eleven added that black has always been a symbol of simplicity and style – classic yet fashion-forward. This collection puts black front and centre, accented with Snoopy’s signature white and pops of vibrant yellow and red for a bold, eye-catching look. Dressed in sporty streetwear and a playful red cap, Snoopy and his buddy Woodstock bring an extra hit of attitude to the designs, adding a fresh fun twist to the timeless colour palette.

To drive consumer engagement, 7-Eleven has rolled out a series of redemption activities. From 7 am on 21 May to 1 July, customers who make a single purchase of HK$20 or more at any 7-Eleven store or on the 7-Eleven online shop will be eligible to receive one stamp. Additionally, for every extra HK$10 spent within the same transaction, an additional stamp will be awarded.

To collect these digital FunStamps, consumers are required to download the 7-Eleven App, register as a member, and link their yuu account. In physical stores, customers must present their yuu ID or a linked Octopus or Hang Seng enJoy Card prior to payment to ensure the digital FunStamps for that specific transaction are collected.

In an effort to heighten excitement and boost awareness surrounding the blind box concept, the spokesperson said 7-Eleven has introduced two exclusive item categories (six sleek bags and two stylish double-wall tumblers). This dual launch, featuring unique and high-perceived-value products, is available exclusively at 7-Eleven.

The campaign has employed diverse marketing strategies for these exclusive items. Customers have the option to pre-order a Jumbo Snoopy Hug Plush for HK$399 through the 7-Eleven pre-order online shop. The first batch is limited to 500 pieces, available on a first-come, first-served basis until stocks last. For the remaining exclusive items, customers can redeem them by meeting certain purchase thresholds and adding an additional amount in HK$.

Don't miss: 7-Eleven HK drops CNY collection featuring Peko-chan and Sho-chan

7-Eleven Hong Kong has been known for its unique branded partnerships with beloved cartoon characters. Earlier this year, it teamed up with two beloved Japanese icons, Peko-chan from Fujiya and Sho-chan, to unveil a special collection ahead of Chinese New Year.  

By blending Peko’s classic with vibrant character Shochan’s playful expressions, the collection features a perfect mix of nostalgia and modernity, which is designed to resonate with a broad audience and bring excitement to 7-Eleven's customers.

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