Hong Kong’s favorite convenience store chain rolls out an irresistible lineup of original character merchandise and indulgent seasonal flavors starting September 23
Hong Kong, September 2026 — Get ready to fall head over heels for the newest celebrity in the convenience store world. 7-Eleven Hong Kong has officially announced the launch of its highly anticipated original intellectual property collection featuring “Eighteen Bro” (十八 Bro) , an endearingly grumpy black cat character designed to capture the hearts—and wallets—of cat lovers and stressed-out city dwellers alike. The comprehensive merchandise drop, accompanied by a limited-time black sesame food collaboration, is set to ignite the citywide frenzy starting September 23.
The collection introduces fans to Eighteen Bro, a sullen yet irresistibly cute feline whose perpetually unimpressed expression and signature straight-across eyebrows perfectly encapsulate the modern Hong Kong worker’s daily mood. From interactive sound-making blind boxes to plush companions designed for maximum comfort, the lineup offers something for every type of collector.
The Complete “Eighteen Bro” Merchandise Lineup
The star attraction arrives in the form of six collectible sound-making blind boxes. Each plush keychain, standing approximately 12 centimeters tall, features Eighteen Bro in various quintessentially mischievous scenarios—dressed in the iconic 7-Eleven store clerk uniform, wearing an oversized rice ball headpiece, happily devouring instant noodles, hiding inside a microwave, or curling up inside his favorite cardboard box. What sets these plushies apart is their interactive element: gently squeeze them and they emit an adorable “Meow,” adding a layer of playful engagement for collectors. Available at HK$99 each, the blind boxes will be sold in stores and through 7-Eleven’s pre-order channel starting September 23.
For fashion-forward fans, the collection debuts six stylish TOTE bags featuring bold, contrasting color schemes and relatable phrases that channel Eighteen Bro’s inner monologue. The witty, sarcastic slogans printed across the bags perfectly articulate the “work-averse, snack-obsessed” mentality that resonates with many urban professionals. Measuring approximately 38.5 by 43.5 centimeters and priced at HK$99 each, the first three designs release on September 23, with the remaining three following on September 30.
Perhaps the most Instagram-worthy addition is the oversized plush head cushion, standing 35 centimeters tall and priced at HK$128. This generously proportioned pillow faithfully reproduces Eighteen Bro’s signature look—jet-black plush fur, mismatched red and green ears, and that iconic cross marking on his forehead. The distinctively unimpressed, almost philosophical expression on his face makes this the perfect desk companion or sofa accent for those seeking a touch of “purposeful laziness” in their living spaces. Pre-orders for this piece open September 23.
Completing the core collection are the stress-relief squeeze toys (HK$78 each, 7 centimeters tall) designed as squishy buttons featuring Eighteen Bro in his employee uniform, looking perpetually exhausted—a subtle nod to the grind culture many Hongkongers know all too well. Rounding out the merchandise lineup are embroidered patch sets (HK$38 per pack), each containing two sew-or-iron-on patches featuring the character’s humorous daily observations, perfect for customizing bags, denim jackets, or hats.
Black Sescent Collaboration: 7-SELECT and 7CAFÉ Join the Fun
Beyond the merchandise, 7-Eleven has teamed up its private-label brands 7-SELECT and 7CAFÉ to launch four exclusive black sesame-flavored creations, all featuring adorably redesigned packaging with Eighteen Bro perched happily atop mountains of black sesame—a nod to the character’s food-obsessed personality.
The 7-SELECT Black Sesame Donut (HK$13) delivers a textural adventure, combining chewy, mochi-like dough with a generous coating of finely ground black sesame powder for a nutty, aromatic punch. Equally tempting is the Black Sesame Mochi Cookie (HK$13), which layers a crisp-tender cookie exterior with a stretchy, chewy mochi center infused with premium roasted sesame paste—offering three distinct textures in every bite.
Beverage enthusiasts won’t want to miss the 7CAFÉ Black Sesame Latte (HK$11 promotional price, hot or iced, available September 23 to October 6). Made with premium Japanese sesame paste from the renowned Kyoya brand and enriched with black soybean powder, this caffeine-free treat delivers deep, toasty notes balanced by creamy fresh milk. Each cup comes adorned with a limited-edition sleeve featuring Eighteen Bro lounging contentedly on a bed of black sesame seeds. Following on September 30, the Black Sesame Frappe (HK$25) arrives, crafted from slow-roasted, finely ground Taiwanese sesame paste blended into a velvety frozen texture, complete with a whimsical “brain freeze” illustration of Eighteen Bro on the cup.
Product Release Schedule and Availability
September 23:
- Sound-making blind boxes (also available for pre-order through October 6)
- Plush head cushion (pre-order until October 6, pickup from October 13)
- TOTE bag designs 1–3
- 7-SELECT donuts and mochi cookies
- 7CAFÉ black sesame milk at promotional price
September 30:
- TOTE bag designs 4–6
- 7CAFÉ black sesame frappe
Blind box pre-orders will be available for pickup starting November 17. All items are available at participating 7-Eleven branches while supplies last, though availability may vary by location.
A Strategic Move in Retail Engagement
This launch represents more than just another licensed merchandise drop—it signals 7-Eleven’s continued investment in original intellectual property as a differentiation strategy in Hong Kong’s highly competitive convenience store market. By creating an in-house character with broad relatability—his “done with everything” expression speaks directly to the city’s hardworking demographic—the chain is building emotional connections that extend beyond transactional visits.
Industry observers note that limited-edition collaborations featuring original characters have proven remarkably effective at driving foot traffic and increasing average transaction value. The inclusion of affordable price points (ranging from HK$13 for snacks to HK$128 for the plush cushion) strategically positions these items as accessible impulse purchases while encouraging repeat visits from collectors seeking to complete their sets.
Fans interested in securing their favorite items are encouraged to act quickly, as quantities are limited. For the most current information regarding product availability, promotions, and participating store locations, customers should follow 7-Eleven Hong Kong’s official social media channels and mobile app updates.