HONG KONG – On July 15, as tens of thousands of Hong Kong Diploma of Secondary Education (DSE) candidates brace for their long-awaited results, 7-Eleven is stepping in to offer a much-needed morale boost. The convenience store chain is rolling out a special “Stick With Me” campaign, giving away free freshly brewed coffee to all current DSE candidates while slashing prices on 14 popular snacks and beverages—with some items starting as low as HK$5.
Free Coffee for Stressed Students on Results Morning
From 7:00 a.m. to 11:59 p.m. on results day, any DSE candidate who visits a participating 7-Eleven outlet equipped with a 7CAFÉ counter can claim a complimentary cup of freshly brewed coffee—either hot or iced, any variety of their choosing. The only requirement: students must present either their student ID card or their DSE results slip at the counter.
The offer, aimed at easing the emotional weight of the day, sends a clear message that mental well-being matters more than exam scores, according to the company. Whether students are celebrating or seeking comfort, the gesture intends to remind them that their future holds promise regardless of the grades they receive.
Bargain Prices on Beloved Brands
In addition to the free coffee, 7-Eleven is extending its “Solidarity Support Price” to all customers on results day. Shoppers can enjoy steep discounts on a curated selection of 14 best-selling items:
Savoury Snacks and Ice Cream
- Haagen-Dazs ice cream bars (Japanese version): HK$26 per box
- Calbee potato chips (55g): HK$9.50 per pack
- Garden Soup Pocket Sandwiches: HK$7 each
- Snickers chocolate bars: HK$7 each
- Big Monster konjac snacks: HK$5 per pack
- Extra peppermint beads (45g): HK$7 per pack
Thirst Quenchers
- Coca-Cola, Schweppes, Fanta, or Sprite (410-500ml plastic bottles): HK$8 each
- 淳茶舍 tea drinks (500ml): HK$7.50 each
- Vitasoy soymilk (480ml): HK$8 each
- Vitasoy fresh milk (236ml): HK$6.50 per carton
- Pocari Sweat electrolyte drink (500ml): HK$10 each
- IF coconut water: HK$9 each
- Watson’s distilled water (800ml): HK$15 for two
Everyday Essentials
- Tempo wet wipes (10-pack): HK$7 per pack
Free Newspaper Features Motivational Content
Adding to the day’s spirit, 7-Eleven will distribute 30,000 complimentary copies of a special DSE edition of its in-house publication, 7-Eleven Good News. The newspaper will include not only details on the day’s promotions but also comic strips and words of encouragement designed to lift students’ spirits.
The retailer has also released a short, heartfelt video titled “Stick With Me” that delivers messages of support directly to examinees, reinforcing the idea that the community stands behind them during this pivotal moment in their lives.
A Broader Message of Solidarity
While the promotions are timed for the DSE results day, 7-Eleven’s initiative highlights a growing trend among Hong Kong businesses to offer tangible emotional support during high-stress academic milestones. For students, the free coffee and discounted treats serve as small but meaningful reminders that life beyond exams is worth celebrating—with a cold drink and a snack in hand.
As Hong Kong’s education system continues to place immense pressure on young people, such gestures from major retailers may pave the way for more community-driven support systems. For now, DSE candidates can look forward to a day where at least the coffee is on the house.