It started with a single store on a street corner in Happy Valley. That was 3 April 1981. Forty-five years later, there are close to 1,100 of them. As Hong Kong's neighbourhood store for 45 years, 7-Eleven has always put customers first – open 24 hours a day, seven days a week, in every district of the city.

To mark its 45th anniversary, 7-Eleven is launching a year of celebrations under the theme "Always Here, Made for More" – bringing convenience and surprises to every corner of the city, and staying as close as ever to the people in it.

Rather than telling its own story, 7-Eleven reflects the rhythms, language and shared moments of life in Hong Kong – the very things that have kept it relevant since 1981. In a category defined by convenience and proximity, the campaign positions 7-Eleven not just as a retail network, but as a brand embedded in the fabric of the city.

The first wave kicks off on 25 March, with the recreation of the original Happy Valley store in its classic "little red house" design, the launch of a new own-brand and local collaboration apparel line, and a range of special offers. Fun, down-to-earth and full of unexpected moments – it is 7-Eleven's way of saying thank you for 45 years of support.

7-Eleven has also produced a special anniversary campaign film, narrated by Hong Kong DJ, singer and actor Jan Lamb (林海峰). Weaving together classic film quotes and TV ad lines to cha chaan teng and shorthand everyday internet humour, which are all shared references that only locals would instantly recognise – the film captures 45 years of being close to the city in the language of the city itself.

The result is a piece that feels fast, familiar and highly shareable – functioning less as a traditional brand film and more as a cultural trigger designed to spark recognition and conversation.

Campaign Video link: https://bit.ly/4lKWIiu

For the First Time Ever – Hong Kong's Original "Little Red House" Store Returns, Faithfully Restored

The Happy Valley store was where it all began. For 45 years it has been part of the memories of everyone who walked through its doors – and now, for the 45th anniversary, it is going back to the beginning. 7-Eleven has recreated the original 1981 store exactly as it was, inviting customers to return to where the story started.

The exterior has been fully restored to its 1980s design. The red roof is back – the one that gave the store its nickname, "the little red house." The dark brick walls are back, hung with a recreated vintage 7-Eleven sign and the original promotional slogans from the era. After 45 years, the store looks exactly as it did when it first opened its doors – ready to meet old friends again.

Inside, the recreation is just as careful. The Tsat Jai Sik Dong Hot Food Counter is back in its original position. The Slurpee machine is back. Every refrigerator, every corner of the shop has been restored to the atmosphere of the 1980s – cream walls setting off the classic orange, green and red, with the original menu boards and promotional slogans in place throughout. Every detail has been considered. Walking in feels like stepping into a time tunnel.

But this store is more than a recreation. For countless Hong Kong people, it is a tangible piece of something shared – a place where personal memories and a city's history meet. That connection is what 7-Eleven has always been about.