7-Eleven partners Anna Sui and Sanrio HK to reveal new collab this Christmas

7-Eleven has collaborated with New York fashion brand Anna Sui and Sanrio Hong Kong to debut six Sanrio characters on-the-go mini boxes ahead of the festive season. The collaboration aims to allow Anna Sui and Sanrio characters’ fans to travel in style and add a festive touch to their Christmas holidays.

Starting 22 November, the collaboration will be available for six weeks. The collection comes in six styles and three different colours, with each blending Anna Sui's design aesthetic with the Sanrio characters, featuring popular characters such as Hello Kitty, Kuromi, Bad Badtz-Maru (XO), Little Twin Stars, My Melody, and Cinnamoroll. 

A spokesperson from 7-Eleven told MARKETING-INTERACTIVE that while the past collaboration with Anna Sui and Sanrio in Taiwan and Japan received support from Sanrio and Anna Sui fans, the brand hopes to extend this success to its Hong Kong audience. This collaboration targets girls, mass 7-Eleven customers, Sanrio fans and Anna Sui fans.

“Our collection includes the creation of a brand-new style guide. This revision brings a unique touch to our collection, making it exclusive to Hong Kong” the spokesperson added.

In terms of promotion, the spokesperson said the collaboration leveraged KOL, digital banner and in-store promotion.

Featuring a matte finish and textured design, the front of each box displays one of six Sanrio characters decked out in a series of smart outfits and is adorned with Anna Sui's signature motifs, including black lace, vintage charm, classic roses, butterfly prints, and the iconic black and purple colour palette in each design. Meanwhile, the back of the box is embossed with the Anna Sui and Sanrio characters logos, highlighting the meticulous attention to detail in each design.

The on-the-go mini boxes are constructed from durable and lightweight plastic. A mesh partition layer is equipped inside the boxes for users to organise small items. 

It is not the first time 7-Eleven has partnered with other brands to launch merchandise. Back in August, it teamed up with Japanese cartoon character Doraemon and the Kyoto-based brand SOU•SOU to launch a series of eight Japanese-inspired glasses. The collection blends SOU•SOU’s signature prints with Doraemon, aiming to elevate HongKongers' living spaces.

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