With its 2nd highest density in the world and one of the most intense grocery retail markets, Taiwan is a real battlefield for convenience stores
Even as the country’s leading chain, 7-Eleven is under constant pressure from its competitors FamilyMart and Hi-Life, that are pushing hard and fighting for every customer
In this environment, a strong assortment and high service levels are no longer enough. To keep its edge, 7-Eleven had to go further and find new ways to stand out…
Let’s discover it
The Game Changer
Adding one more service, product, or food option can help, on the short term—but in Taiwan’s competitive landscape, it is rarely enough to decisively win
What truly stands out, and what is far harder to replicate, is transforming the store itself. By turning a regular store into a themed experience, 7-Eleven changes how the store feels, not just what it sells
The layout stays the same, but a design universe built around a brand, a character, or an artist and gives each location a distinct & unique identity
This is where the strategy becomes powerful: the store stops being just a place to buy something and starts becoming a destination
Once inside, customers are more likely to explore, take photos, and buy themed products or merchandise, turning the visit into a more memorable, shareable, and commercially effective experience
The Line-Up
To make themed stores truly effective, the right line-up has to be defined
The first choice: its own mascot, OpenChan but it is not broad enough…To scale the concept, 7-Eleven needed additional themes
Two directions emerged:
- Characters: They bring emotional appeal and speak to large audiences
- Brands: They bring a different dimension, and address other target groups
The Characters
Characters are a perfect fit because they come with a ready-made universe that can be easily recreated inside a store
Customers enjoy stepping into this world, spending more time there, engaging with the experience, and naturally buying themed merchandise and collectibles
Let’s discover the worlds:
A no-brainer choice, one of the most timeless characters in the world, with universal appeal across families and generations, and a theme that rarely misses
▶️ Immerse yourself in its new playhouse ⬇️
Address: 7-ELEVEN Micky Mouse Theme
No. 20-2號, Section 3, Bade Rd, Songshan District, Taipei City, 105
Click here for google map link
Fun, approachable, and instantly recognizable, it’s a safe and powerful choice. What really stands out is the scale: at least 3 stores in Taipei and 1 in Kaohsiung
▶️ Discover a large one in Taipei ⬇️
Address: 7-ELEVEN 興忠門市 (SNOOPY主題商店)
100, Taiwan, Taipei City, Zhongzheng District, Shaoxing N St, 3號1樓B1
Click here for google map link
▶️ Discover a compacter one in Taipei ⬇️
Address: 7-Eleven
No. 36號, Section 1, Hankou St, Zhongzheng District, Taipei City, Taiwan 100
Click here for google map link
A perfect choice to reach audiences driven more by current hype. With a massive and active fan base, Pokémon is one of the strongest themes to generate attention and repeat visits today
▶️ Enter the Pokémon world ⬇️
Store Address:
108, Taiwan, Taipei City, Wanhua District, Section 2, Zhonghua Rd, 602-1-2號一樓
Click here for google map link
A global icon with exceptional merchandising power, Hello Kitty stands out for its bold, playful colors and instantly recognizable universe. The result is a highly visual store that naturally draws attention and invites exploration
▶️ Jump into this pop-colored world ⬇️
Address: 7-ELEVEN 欣漢華門市 (三麗鷗主題商店)
100, Taiwan, Taipei City, Zhongzheng District, Section 1, Zhonghua Rd, 41號1樓
Google map link
Address: 7-Eleven (Sanrio)
No. 73號, Section 2, Hankou St, Wanhua District, Taipei City, Taiwan 108
Google map link
A popular Japanese character that strongly appeals to younger audiences, Sumikko Gurashi creates a store filled with soft, pastel visuals. The bakery-themed storyline fits naturally with the convenience-store format and reinforces the calm, cozy atmosphere
▶️ Enjoy the Sumikko “bakery x 7 Eleven” Experience ⬇️
Address: 7-ELEVEN 塔城門市 (角落小夥伴主題商店)
103, Taiwan, Taipei City, Chang’an W Rd, 271號及273巷2號1樓1樓
Google map link
A viral Japanese character with instant emotional appeal, Mofusand speaks directly to a younger, social-media-driven audience. Its cute, expressive visuals turn the store into a highly shareable space, designed to trigger smiles, photos, and social media sharing
▶️ Step into the Mofusand world ⬇️
Address: 7-ELEVEN 開博門市
100, Taiwan, Taipei City, Zhongzheng District, Section 1, Kaifeng St, 42號1樓
Google map link
A legendary Japanese character with strong heritage appeal, Ultraman speaks to fans of classic pop culture and long-standing franchises. Its universe brings a sense of power and nostalgia that clearly differentiates the store
▶️ Teleport to Ultraman territory ⬇️
Store Address: 7-ELEVEN 榮鑫門市
104, Taiwan, Taipei City, Zhongshan District, Section 3, Jianguo N Rd, 89號 91號1樓
Click here for Google Map link
A widely recognized Japanese character set, Kanahei Small Animals stands out for its pastel colors, good vibes, and light, playful atmosphere. The result is a very colorful and fun store that feels immediately approachable and easy to enjoy
▶️ Soak in the Kanahei vibes ⬇️
Store Address: 7-ELEVEN 威克門市 (卡娜赫拉主題商店)
104, Taiwan, Taipei City, Zhongshan District, Section 3, Nanjing E Rd, 208號1樓
Click here for Google Map link
A local cartoon hero and a perfect choice for a themed store in Taiwan. Colorful, expressive, and instantly recognizable, Bugcat Capoo brings its own fun, playful world straight into 7-Eleven
▶️ Meet Taiwan’s favorite blue cat world ⬇️
Address: 7-ELEVEN 松高門市 (咖波主題商店)
No. 141號, Section 1, Keelung Rd, Xinyi District, Taipei City, Taiwan 110
Google map link
The Brands
Brands are the perfect complement to characters
They come with their own brand universe, strong visual codes, and a different emotional pull, often appealing to other target groups
For brands, themed stores are a way to go beyond visibility and create a more experiential format—whether around a new product, a campaign, or a lifestyle positioning—turning the store into a space to experience the brand, not just buy it
Let’s Discover These Worlds
A brand that speaks to a very broad audience and has built a strong universe over time. It’s a perfect match for a themed store: one of the best-selling products, instantly recognizable, and visually rich thanks to its iconic bottle, colors, and classic design codes
▶️ Experience the Coca-Cola store ⬇️
Address: 7-Eleven (Store is closed…)
No. 147號, Section 4, Bade Rd, Songshan District, Taipei City, 105
Google map link
A brand with a clear identity and a strong world built around social moments, nightlife, and football culture. Its long-standing link with the Champions League reinforces that positioning, while the green color, star, and bold visuals translate easily into a lively in-store experience for a more adult, lifestyle-driven audience
▶️ Jump into the Heineken experience ⬇️
Store Address: 7-Eleven 南京門市
No. 5號, Lane 303, Section 3, Nanjing E Rd, Songshan District, Taipei City, Taiwan 105
Click here for Google Map link
one of the most recognizable snack brands in the world, with a strong and playful brand universe. Its bold colors, iconic logo, and wide product range make it easy to build a fun, accessible store experience
▶️ Enter the Lay’s world ⬇️
Store Address: 7-ELEVEN Lay’s store
108, Taiwan, Taipei City, Wanhua District, Section 2, Wuchang St, 114號之3
Click here for Google Map link
an aspirational brand used to reach a different target group. By bringing a luxury automotive universe into a convenience store, 7-Eleven expands its appeal beyond its usual audience and attracts people who might not normally step into a convenience store
▶️ Welcome to the Maserati x 7 Eleven world ⬇️
Address: 7-ELEVEN 日內瓦門市 (瑪莎拉蒂主題商店)
114, Taiwan, Taipei City, Neihu District, Lane 76, Ruiguang Rd, 59號1樓
Google Map link
STARLUX Airlines — a premium Taiwanese brand associated with travel, design, and modern lifestyle. What makes this themed store especially fun is that it also sells the same meals served onboard STARLUX flights, turning the visit into a small extension of the airline experience and strongly reinforcing local pride.
▶️ Embark in the STARLUX-themed store ⬇️
Store Address: 7-Eleven Dunhua North Road
No. 149號, DunHua N Rd, Songshan District, Taipei City, Taiwan 105
Click here for google map link
Themed Products: Not Limited to the Store
With the themed stores are in place, 7-Eleven builds on their high visibility by extending the experience through themed products.
Customers who enter the store for a character or brand universe often leave with something tangible—whether merchandise, a souvenir
or an everyday product linked to the theme
Thanks to its dense store network and strong market position, 7-Eleven has the scale needed to launch these products with its partners or to carry them
Is It Worth It?
Yes!
Here are the positive outcomes:
- Themed stores attract additional visitors
- Visitors stay longer, explore more, eat more, buy more, …
- Many purchase merchandise or souvenirs on top, not just food or drinks
➡ This leads to higher average baskets and incremental revenue
Conclusion
Even if themed stores require investment and energy, they are clearly the right strategy to win. The payoff is visible: more customers, more time spent in-store, higher baskets, and stronger visibility
That’s why 7-Eleven Taiwan keeps opening more themed stores. If it didn’t work, it wouldn’t scale
This approach is a also a strong example of retailtainment, which is perfectly aligned with what customers expect today
This could even be modeled to other market—like Indonesia with its mini-markets, or South Korea with the world’s highest convenience-store density
Thanks for reading until the end, we hope you liked it
If there’s another retail topic you’d like to explore, feel free to share it in the comments
Thank you
The WizArno Team
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