7CAFÉ has unveiled the highly anticipated second wave of its collaboration with the viral Japanese character franchise Chiikawa, introducing an expanded lineup of limited-edition coffee cups and carriers across all 7-Eleven locations in Hong Kong, starting immediately. The promotion features fresh, vibrant designs for both hot and cold brewed coffees, incorporating iconic new characters like the popular Momonga (Flying Squirrel), Furuhonya (Used Bookstore), and Rakko (Sea Otter Master) alongside the main trio—Chiikawa, Hachiware, and Usagi—driving significant collector interest and cementing the partnership’s role in local convenience culture.
This new collection expands on last year’s successful campaign, catering directly to the growing fanbase of the perpetually anxious yet adorable characters. The rollout strategically positions 7CAFÉ’s freshly brewed coffee as a daily essential paired with desirable, collectible merchandise.
Character Expansion and Design Refresh
The primary draw of this new collaboration is the inclusion of supporting, fan-favourite personalities. While the previous collection focused heavily on the main characters, this iteration broadens the appeal:
- Momonga (Flying Squirrel): Known for its confident, cheeky attitude.
- Furuhonya (Used Bookstore): Appealing to fans who appreciate the quieter, bookish side of the Chiikawa universe.
- Rakko (Sea Otter Master): Representing an element of cool strength within the endearing cast.
The aesthetic of the coffee accessories has been fully revamped to reflect a spring atmosphere. Hot beverages are now served in cups featuring a soft, pale pink colour palette, adorned with full-face character portraits, offering a “healing” or comforting visual element ideal for desk photo opportunities. Conversely, cold drink carriers have been updated with a vibrant, warm yellow design, injecting energy and making them highly eye-catching.
How to Acquire the Limited-Edition Items
The merchandise is available as a complimentary gift with purchase, making it accessible to all regular 7CAFÉ customers. Effective immediately, every purchase of any hot or cold brewed coffee from 7CAFÉ will include a random limited-edition thermal cup (for hot drinks) or coffee sleeve (for cold drinks).
Fans must act quickly, as this is a limited-inventory promotion across all participating 7-Eleven stores. The “while stocks last” cautionary note underlines the high collector demand anticipated for this launch, particularly for sleeves featuring the new character additions.
Chiikawa Dominates 7-Eleven Shelves
Beyond the café promotion, Chiikawa’s presence in 7-Eleven has intensified, signalling a broader category strategy utilizing the franchise’s massive popularity. The retailer’s 7-SELECT private label has also merged with Chiikawa for a range of limited-edition bakery and dessert items, many of which are imported directly from Japan, emphasizing quality and authenticity.
Key Japanese-origin desserts now available include:
- White Peach Cream Cake ($16): Featuring real peach chunks and the main trio on the packaging.
- Mango Cream Puff ($16): Offering a tropical twist with rich mango custard.
- Melon Cream Swiss Roll ($14): A light, fragrant option perfect for afternoon treats.
Additionally, locally produced items like the rich Chocolate Basque Cheesecake ($28) and the affordable Melon Custard Bun ($12) round out the offering, ensuring that fans can not only collect the coffee accessories but also enjoy themed snacks.
This extensive cross-category collaboration—from coffee service to exclusive imported treats—demonstrates the depth of the Chiikawa phenomenon in Hong Kong, transforming a simple coffee run into a sought-after collectible experience. The initiative positions 7-Eleven as a central hub for exclusive, trend-driven pop culture merchandise and high-quality convenience snacks.