7-Eleven HK launches first 18Bro-themed products

7-Eleven Hong Kong is bringing its viral black cat to life with a dedicated merchandise collection and food menu built around its original IP character, "18Bro."

The character’s origin story began on social media with viral clips of a mischievous black cat causing havoc inside 7-Eleven stores - knocking over coffee, swiping food, and occupying cardboard boxes. After watching his antics, the convenience chain officially won over the cat and welcomed 18Bro into the 7-Eleven family.

His unique name comes from his distinctive features: beneath his 7-Eleven cap sits a cross-shaped marking above two thick, sloping brows that together resemble the Chinese characters for eighteen (十八).

In conversation with MARKETING-INTERACTIVE, a 7-Eleven spokesperson revealed that this launch marks 18Bro's official transition from the digital world into a full physical consumer experience. The rollout includes a dedicated merchandise line along with food and beverage collaborations with 7-Eleven’s house brands, 7-SELECT and 7CAFÉ.

The flagship merchandise collection features plush blind box charms, tote bags, a 35cm plush cushion, a clicker, and embroidery stickers. The blind box series showcases six distinct designs depicting 18Bro in relatable store scenarios, including donning the classic uniform, wearing a retro red-and-white shirt, hiding inside an onigiri wrapper, slurping noodles, crouching in a microwave, and sleeping in a cardboard box. Simultaneously, 18Bro is stepping into the food space with four limited-time black sesame products: a donut, a mochi cookie, a latte, and a frappe.

The spokesperson noted that this campaign allows customers to take the character home, carry him around, and experience the IP as part of their everyday 7-Eleven occasions. Rather than treating 18Bro as a short-term promotional mascot, 7-Eleven is developing the character as an ownable, long-term brand asset designed to resonate with younger consumers, cat lovers, and character-IP fans.

The campaign kicked off on social media by creating dedicated Instagram and Threads channels for 18Bro to build his lore and personality through social-first content. 7-Eleven then introduced 18Bro into physical stores via subtle visual touchpoints, such as window stickers, allowing customers to discover him organically.

This strategy bridges digital channels with 7-Eleven’s extensive brick-and-mortar network, enabling consumers to encounter 18Bro across social feeds, store aisles, collectible items, and branded packaging. The spokesperson added that rather than simply being a character carrying the logo, 18Bro is meant to feel like a friendly neighborhood cat that has made 7-Eleven his home.

“As 7-Eleven celebrates its 45th anniversary in Hong Kong, we wanted to create something that could go beyond a single campaign and build a longer-term connection with our customers,” said Gloria Shiu, marketing director of 7- Eleven Hong Kong & Macau. “18Bro is our own original IP, inspired by the familiar idea of a friendly neighbourhood cat that feels right at home in 7-Eleven and Hong Kong. Since introducing 18Bro through his own social channels and appearances in our stores, the response has been very encouraging, with customers engaging with his personality and looking forward to what he will do next."

"With his first merchandise collection and collaboration with 7-SELECT and 7CAFÉ, we are now bringing 18Bro from the screen into customers’ everyday lives. This is just the beginning, and we look forward to finding more ways for 18Bro to connect with our products, content and experiences, while keeping 7-Eleven fresh, relevant and engaging for our customers," she added.

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