7-Eleven brings collectibles-focused concept store to Macau
Retailer expands its “Place of Discovery” format beyond Hong Kong, blending convenience retail with toys, pop-culture merchandise and exclusive collectibles.
7-Eleven has opened its first concept store in Macau, marking the debut of its “Place of Discovery” format outside Hong Kong and expanding the retailer’s experiential convenience retail strategy in the region.
Located at Macau Plaza, the new store officially opened on August 7 and is operated by DFI Retail Group, which manages 7-Eleven locations across Hong Kong and Macau. The format reimagines the traditional convenience store by combining everyday essentials with curated selections of collectibles, blind boxes, trading cards and pop-culture merchandise.
The Macau opening builds on the success of three concept stores launched in Hong Kong over the past year, including locations in Causeway Bay, Kai Tak and Tseung Kwan O. These stores were designed to encourage browsing and product discovery while attracting younger consumers and collectors.
In addition to convenience store staples, the Macau site offers collectible toys, Pokémon cards, Beyblade products and merchandise from a collaboration with Japanese lifestyle brand niko. The retailer has also introduced a series of clicker toys created exclusively for the opening, featuring designs inspired by local culture, including a Portuguese egg tart and a “lucky 777” theme referencing the 7-Eleven brand.
“One store. Endless discoveries. And this is just the beginning,” 7-Eleven said in a statement announcing the launch.
The concept forms part of DFI Retail Group’s broader efforts to differentiate its convenience retail business through experiential shopping, combining foodservice, digital technology and entertainment-focused merchandise. Previous concept stores in Hong Kong have incorporated features such as digital display windows, gacha-machine areas and food collaborations with local restaurant brands.
