This study is to probe into the sales promotion case of Uni-President convenience store ( 7-11), Hello Kitty. The method used in this study is qualitative research, especially the¡§In-depth Interview¡¨. Two of the senior managers of Uni-President convenience store were interviewed to gather more specific data and information. Furthermore, we combined together with the relevant secondary data to have more deeply analysis and research. The conclusions for this study are as below: A. The planning processes related to sales promotion strategy Sales promotions such as buy one get one free, coupons and free samples, are targeting and appealing to consumers across all demographics. B. The execution of the Hello Kitty promotion activities during the promotion period: The 7-11 uses various sales promotion events to attract the customers to buy and also to pay for the advertising expenditure during the promotion period. C. The results of 7-11 Hello Kitty sales promotion The promotion results indicate that the sales increased by 14.9% compared with the same period of last year.