7-SELECT taps Marcel Nguyen to inspire HKers to embrace 'treat day'

7-Eleven has encouraged Hongkongers to lift their spirits with 7-SELECT's upgraded dessert range “24/7 Sweetness”, featuring Olympic gymnast Marcel Nguyen as its “sweetness ambassador”.  

The creative platform, 24/7 Sweetness, draws a playful link between fitness culture and everyday joy. It’s built around three key ideas: desserts available around the clock, moments of enjoyment woven into daily routines, and a celebrity twist that brings unexpected charm. 

The campaign centres on a simple idea: treating yourself is part of a balanced life. Rather than framing indulgence as a guilty pleasure, the campaign embraces it as something one deserves – any day of the week. 

Helping to bring this idea to life is Nguyen. As the official face of 24/7 Sweetness, Nguyen shows off his signature smile and easy charm in a campaign styled with Y2K flair – aligned with 7-Eleven’s sweet and stylish new lineup. 

As part of the campaign, Nguyen steps into a role that contrasts with his usual image. Swapping discipline for humour, he brings a playful edge to the idea that balance includes knowing when to indulge. A campaign video captures him in cheeky dessert moments against gym-inspired backdrops – setting the tone for a concept that’s confident, self-aware and fun. 

Visually, the campaign leans into early 2000s nostalgia with Y2K styling, tongue-in-cheek humour and familiar fitness settings. Dessert is positioned not just as a reward, but as a small, satisfying reset – something to enjoy without needing a reason. 

To further drive engagement, 7-Eleven released a limited-edition set of retro-style Marcel Nguyen photo cards as media gifts – inspired by the Hong Kong idol collectible cards popular in the early ’90s. The nostalgic format struck a chord online, with users sharing their favourites and asking how to get their hands on a set. 

Furthermore, the campaign also features exclusive photo spots at eight selected stores, giving fans a chance to snap a picture with Nguyen and share the sweetness. 

With its upbeat tone and relatable message, 24/7 Sweetness offers a lighthearted take on how small pleasures – such as dessert – can fit naturally into everyday routines, adding a moment of enjoyment anytime, anywhere. 

The newly upgraded 7-SELECT dessert range debuts several new categories crafted from brands across Asia, each refreshed with stylish new packaging - bringing a modern look to match the flavours. 

Leading the lineup are standout newcomers such as the caramel egg pudding and Hokkaido milk pudding—both crafted under the supervision of Hokkaido’s famed MILK TOP brand—alongside the bestselling lemon meringue tart and baked cheese tart from 7-Eleven Taiwan, and the red bean & milk cream Dorayaki, imported directly from Japan.  

MARKETING-INTERACTIVE has reached out to 7-Eleven for more information. 

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