Hong Kong football fans stocking up on snacks and cold drinks for late-night matches now have an extra reason to visit 7-Eleven. From July 1 to July 21, the convenience chain is launching its first-ever miniature stainless steel cup blind box series, featuring 15 collectible designs inspired by popular beverage and snack brands, as well as the tournament’s signature colours.
The promotion, announced this week, turns every qualifying purchase into a game of chance. Shoppers who spend HK$100 or more in a single transaction on designated brand products during each weekly phase will receive one blind box for free. The more they buy, the more cups they can collect.
A Limited-Edition Collection for Fans
Each blind box contains a cup made from 304 food-grade stainless steel, a material known for durability and safety. The cups come with matching coloured lanyards, making them easy to attach to backpacks, handbags, or keychains. The series includes 12 standard designs and three highly coveted 7-Eleven hidden editions, which blend the chain’s iconic green and red colours with the tournament’s palette.
Brands featured across the three-week run include Tao Ti, M&M’S, BPJ, Carlsberg, TROLLI, Blue Girl, Lay’s, Swire Coca‑Cola, Heineken, Vita, Strepsils, and Pringles. Each cup design is embossed with the respective brand’s logo and thematic artwork.
How the Promotion Works
The campaign is divided into three weekly phases, each offering five different cup designs (four brand cups plus one hidden edition). Customers must purchase specific products from the week’s list to qualify.
- Week 1 (July 1–7): Spend HK$100 on Tao Ti drinks, M&M’S chocolate, BPJ protein items, or Carlsberg beer to receive a random cup from the first set.
- Week 2 (July 8–14): Qualifying purchases include TROLLI gummies, Blue Girl beer, Lay’s/Doritos/Cheetos snacks, and Coca‑Cola carbonated drinks.
- Week 3 (July 15–21): Eligible brands are Heineken beer, Vita tea, Strepsils throat lozenges, and Pringles crisps.
All cups are distributed randomly. Collectors aiming for the full set—including the three hidden editions—may need to make multiple purchases across different weeks or trade with friends.
The Ultimate Collector’s Item
Beyond its practicality as a drinking vessel, the cup’s compact size and detachable lanyard make it a playful accessory. 7-Eleven has positioned the series as both a football-themed souvenir and a keepsake for brand lovers. The hidden editions, in particular, are expected to drive repeat visits.
This promotion taps into the city’s intense interest in the quadrennial tournament, during which convenience stores see a spike in sales of ready‑to‑eat snacks and beverages. By linking the offer with everyday essentials, 7‑Eleven encourages fans to stock up while chasing a free premium gift.
Also Worth Noting
In a separate but concurrent collaboration, 7‑Eleven has partnered with New Balance to offer mini building‑block sneaker magnets. From May 20 to July 3, customers can collect stamps with every HK$20 spent and redeem them for one of six classic shoe models, including a hidden 1300 edition available only at New Balance stores. This promotion operates independently from the cup blind box series.
For football fans and collectors alike, July promises a flurry of limited‑edition rewards. Head to any 7‑Eleven in Hong Kong from July 1 to start collecting—and don’t forget to check which brands are in play each week to maximise your chances of completing the set.