In 2025, the landscape of global tourism has been radically transformed by an unlikely trend: travelers visiting supermarkets abroad, inspired almost entirely by viral TikTok videos. What was once seen as a mundane routine—buying groceries—has morphed into a culturally immersive adventure. Driven by a desire for authenticity, deeper local engagement, and shareable experiences, this phenomenon is turning supermarket aisles into unexpected hotspots on international itineraries.
Supermarkets Become the New Tourist Attractions
TikTok’s powerful influence has redefined travel norms, and one of its most surprising outcomes is the elevation of supermarkets into must-visit destinations. Videos of travelers marveling at Japan’s meticulously packaged snacks, or unboxing exclusive beauty products from Korean marts, have amassed millions of views. According to the Expedia Group’s Unpack ‘25 report, a staggering 39% of travelers say they plan to include a supermarket visit on their next overseas trip, and 44% actively seek items unavailable back home.
What’s driving this surge? The answer lies in authenticity and the personal narrative. Supermarkets offer a slice of daily life—raw, unscripted, and deeply local. Travelers aren’t just looking to observe culture from afar anymore; they want to engage with it on the most relatable level possible: food, products, and rituals of consumption.
From Keychains to Kimchi: Redefining Souvenirs in 2025
Gone are the days when cheap magnets and plastic Eiffel Towers represented your trip abroad. Today’s traveler is more conscious, more connected, and far more curious. Enter the “Goods Getaways” trend—an evolution in souvenir hunting that favors meaningful, functional items over mass-produced trinkets. TikTok users are showcasing their international supermarket hauls, from rare Japanese matcha KitKats to artisanal honeys from rural New Zealand.
One viral video features a British tourist exploring a Dubai hypermarket, where he discovers a limited-edition camel milk chocolate bar. The comment section explodes with users tagging their travel buddies and planning their own “grocery runs abroad.” The souvenirs are now consumable, unique, and personal, often reflecting the region’s identity more intimately than any gift shop could.
TikTok’s Algorithm is the New Travel Agent
In the past, guidebooks and blogs shaped travel routes. In 2025, it’s TikTok’s For You Page. Short-form video content has become the most influential platform for discovery. Whether it’s a viral video about a mango-flavored soda exclusive to Thailand or a glow-enhancing Korean serum found only at a Seoul supermarket, TikTok is fueling micro-tourism—an explosion of interest in hyper-specific, often hyper-local experiences.
Gen Z leads the charge, but Millennials are not far behind. The app’s algorithm rewards novelty, and tourists are eager to participate in trends. Videos showcasing quirky supermarket finds double as cultural storytelling and entertainment, creating a feedback loop of engagement and aspiration. Everyone wants to be the first to uncover the next viral gem—and supermarket shelves are fertile ground.
The Rise of “Detour Destinations” in Parallel
While the supermarket trend garners headlines, it’s part of a broader shift in how and where travelers want to explore. According to the same Expedia report, 63% of travelers express interest in bypassing traditional tourist hotspots in favor of lesser-known locales, dubbed “detour destinations.”
Consider these rising stars:
- Reims, France – A charming escape from overcrowded Paris, rich with champagne heritage and Gothic architecture.
- Brescia, Italy – An underappreciated gem with Roman ruins and Renaissance squares, away from Milan’s fashion frenzy.
- Cozumel, Mexico – A quiet, turquoise haven just far enough from Cancun’s party strip.
- Santa Barbara, California – Relaxed, artsy, and more soulful than its Los Angeles counterpart.
- Waikato, New Zealand – Home to stunning countryside and Maori culture, far from Auckland’s bustle.
These locations cater to the traveler seeking depth over checklist tourism, craving emotional resonance, quieter charm, and freedom from Instagram queues.
Supermarkets as Cultural Gateways
Part of what makes the supermarket trend so potent is its accessibility and affordability. There’s no admission fee, no reservations, and yet every aisle offers an immersion into local life. The layout, packaging, language, ingredients—even the background music—provide a mosaic of a country’s culture.
In Tokyo, the instant noodle aisle feels like an art gallery of regional flavors. In Reykjavík, Iceland, tourists marvel at fermented shark on shelves beside licorice everything. In Mexico City, travelers load their baskets with chili candies and mole sauces, curating a story they can taste long after returning home.
Supermarket tourism also taps into the global rise of culinary tourism. But unlike expensive tasting menus, this form of exploration is democratic and interactive—anyone can participate. It’s about finding meaning in the mundane, and recognizing that what people eat, buy, and use every day is just as revealing as a museum or landmark.
Viral Items Tourists Are Chasing in 2025
Certain supermarket items have risen to cult status thanks to TikTok:
- Maple syrup from Canada – Popular not just for pancakes but as a luxe culinary gift.
- Manuka honey from New Zealand – Sought after for health and skincare benefits.
- Swiss watches sold in chain department stores – High-value, tax-free finds in Zurich.
- Dubai’s camel milk chocolate bars – Rare, exotic, and richly photogenic.
- K-beauty skincare from Seoul supermarkets – Authentic, affordable, and trending globally.
Each item doubles as a memory and conversation piece, offering function as well as nostalgia.
Social Media-Driven Storytelling
Travel today is not just experienced—it’s curated for audiences. TikTok, Instagram Reels, and YouTube Shorts are driving how people discover, document, and even justify their travel decisions. Supermarket finds offer immediate, tactile content: real packaging, price tags, unfamiliar language, bold flavors.
And because TikTok rewards brevity and shock value, unusual or unexpected items go viral fast. One user discovering a “pickle-flavored soda” in Eastern Europe garners millions of views—not because the soda is good, but because the experience is novel. That video becomes both a story and a destination motivator.
This shift reflects a broader trend: people want memorable, sensory-rich experiences that are easy to document and impossible to replicate at home. And supermarkets provide exactly that.
Shaping the Future of Travel: What This Means
As travel norms evolve, the rise of supermarket tourism and detour destinations signals a new kind of traveler: curious, informed, and driven by emotional and cultural authenticity. No longer satisfied with surface-level sightseeing, today’s tourists crave belonging and understanding.
Brands and tour operators are adapting quickly. Some boutique hotels now offer “Supermarket Discovery Tours,” complete with translators and shopping guides. Influencers build content series around “Grocery Stores Around the World.” Even airlines are getting in on the act, featuring local snacks inspired by these trends.
Expect to see more:
- Travel guides with supermarket listings
- TikTok playlists focused on grocery finds per destination
- Retail partnerships between local brands and travel influencers
Final Thoughts: The New Souvenir is a Story You Can Taste
2025 is not the year of superficial sightseeing—it’s the year of sensory engagement and cultural curiosity. Thanks to the power of TikTok, travel has found a new muse in the supermarket, and tourists are following the call. These grocery aisles are more than just shopping spaces—they are windows into the daily rhythms, quirks, and flavors of a culture.
So on your next trip, skip the cliché gift shop. Wander into a local supermarket. Pick up that mysterious snack, foreign face mask, or local jam. Because in the age of TikTok travel, the best souvenir isn’t something you display—it’s something you discover, consume, and remember long after the flight home.
