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Brand Insight in association withLBB Newletter
7-Eleven Singapore Becomes ‘Discovery’ Destination with Collectibles, Food Innovation and More
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13/08/2026
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Head of marketing and digital, Josephine Luo unveils the brand’s new positioning among one of the most exciting convenience retail markets in the world, writes LBB’s Sunna Coleman
Go-to convenience store 7-Eleven has long been a reliable destination for life’s everyday essentials. Now, in Singapore, the brand is evolving its appeal with a new focus on ‘discovery’.
Rooted in a 2026 DFI Retail Group Brand Experience survey which found Singaporeans increasingly associate ‘trust’ with brands that are exciting, innovative and offer fresh experiences, the brand’s ‘Find the Good Stuff’ campaign marks a deliberate shift to becoming a discovery destination.
Josephine Luo, head of marketing and digital at 7-Eleven Singapore cites Asia as one of the most exciting retail markets. “If you look at Japan, Taiwan, South Korea and Thailand, convenience stores have become destinations where people actively look for food, exclusive collaborations and seasonal launches. The culture of discovery really influenced our thinking – where people walk into a store wondering what they might find.”
She says, “Customers today are more value-conscious, health-aware and curious for something new. That’s why we’re giving them more reasons to visit us beyond necessity.”
According to the brand’s latest findings, around 50% of convenience shoppers chose 7-Eleven because it “frequently brings in interesting new items to try”, is a “store that carries exciting collectibles”, and is a “place to discover new products”. Notably, 45% of shoppers also said they have gone out of their way to visit a 7-Eleven store and purchase new products they had previously seen featured in its advertising. Collectively, Josephine says the findings demonstrate that consumers “are not just choosing 7-Eleven for their essentials and necessities, but also to fulfil a greater desire for discovery and new experiences.”
As part of its move towards ‘discovery’, the brand has released its first-ever ‘Build-Your-Own 7-Eleven Store’ blind box collection, inspired by the miniature and collectibles trend. The limited-edition series features five miniature store designs inspired by iconic 7-Eleven moments: ‘Happy Checkout’, ‘Frosty Treats’, ‘Snack Stop’, ‘Cozy Sips’, and one secret edition.
“7-Eleven Singapore is an iconic convenience brand that Singaporeans grew up with,” Josephine says, “so we tapped heavily into this nostalgia to make the designs in this collection instantly recognisable. In particular, the design featuring mashed potatoes and Craze Hottis brings back fond memories of experiences in our store for many of our customers. Each collectible also includes a store manager character which features our iconic food items, with one design featuring a cat as a playful teaser for our pet collar launch!”
The team also recognised that many consumers still underestimate convenience store food, launching the ‘Don’t Judge Till You Try’ challenge, to help combat this. Led by four social media creators, the challenge drove trials of 7-Eleven’s growing ready-to-eat range through a giveaway of 10,000 ready-to-eat items across selected stores islandwide. Response was overwhelmingly positive with items fully redeemed within an hour of each giveaway.
On top of this, Josephine shares, “We have invested in recipe development and significantly improved 7-Eleven’s product quality, but customers still hesitate to buy it because of preconceived perceptions about ready-to-eat food. Instead of marketing how good our food tasted, we wanted to challenge that assumption and encourage trial. Once people tried it, the product could speak for itself.”
To round off the ‘discovery’ positioning, the brand thought more broadly, beyond just products. “With more than 60% of our customers being children and youth, we looked into how our stores could serve as a trusted community touchpoint to support those in need. That led to ‘Together We Care,’ our corporate social responsibility programme and a two-year partnership with Singapore Children’s Society, where we are pledging S$80,000 by donating 10 cents from every signature Egg and Cheese sandwich sold,” Josephine says. “Our stores also help raise awareness of the Society’s work and resources. We are really proud that this, alongside efforts across DFI Retail Group, earned us Champion of Good at this year’s National Volunteer and Philanthropy Centre (NVPC) Company of Good awards in Singapore.”
As 7-Eleven Singapore continues investing in food innovation, omnichannel capabilities, store upgrades and more, Josephine says, “Our goal is to redefine what convenience retail can look like in Singapore, making every visit easy, rewarding and full of new possibilities. Every new launch is an opportunity to encourage customers to visit, explore, and re-engage, enabling us to remain relevant and continually connected to them through something new and exciting. Over time, these repeat visits build feelings of surprise and happiness, creating lasting, positive associations that ultimately drive preference and loyalty to the brand.”
Brand Insight in association withLBB Newletter
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