"A Must-Visit in Korea" Even Celebrities Flock... 'Local Grocery Shopping' Becomes Essential for Millennials & Gen Z

Overseas Supermarkets Become a Must-Visit on Trips
‘Snack Packing’ Trend Spreads through Social Media

Stopping by local supermarkets while traveling abroad is emerging as a new travel trend. More and more travelers are choosing to experience local culture and daily life by discovering foods and products that are hard to find at home.

Top American model Hailey Bieber visiting a convenience store in Korea. SNS.

"Exclusive to This Place"... Supermarkets Abroad Become Major Tourist Attractions

Recently, the BBC referenced the '2026 Trend Report' by global hotel group Hilton, reporting that 77% of travelers enjoy visiting overseas grocery stores.

Visiting local supermarkets has become an essential part of many travel itineraries. The American travel magazine Condé Nast Traveler also selected "grocery tourism" as one of the top travel trends for 2026.

Photo is not related to specific content of the article. Photo by AFP Yonhap News Agency

The industry is also starting to leverage supermarkets as tourism content. Earlier this year, Finnish supermarket chain K-Supermarket became the first in the world to officially register one of its stores as a tourist attraction on TripAdvisor. At one location in Helsinki, Finland’s capital, beehives have been installed on the rooftop to produce honey onsite, while another has received praise for its variety of craft beers.

In particular, tourists flock to supermarkets in pursuit of foods and products that can only be found locally. For instance, in Japan, they pick up egg sandwiches; in Spain, pistachio spread; and in the United States, sought-after seasonings from Trader Joe’s.

Millennials & Gen Z Seek Local Snacks... SNS Fuels the Rise of 'Snack Packing'

This way of traveling is especially prominent among younger generations. Content introducing unique foods from overseas convenience stores, supermarkets, and street vendors is going viral on social media. This has given rise to a growing "snack packing" culture, where people seek out local snacks and beverages.

According to the American Express 2026 Global Travel Trends Report, 89% of Millennials & Gen Z respondents consider tasting local foods a must for their trips. When asked about locations for finding local snacks (multiple responses allowed), 69% mentioned street vendors, 53% mentioned bakeries, and 50% cited supermarkets as popular destinations for local delicacies.

Popular Korean convenience store "Ttungbaratte" among foreign tourists. Instagram capture

In Korea, foreign tourists also enjoy visiting convenience stores for unique snacks. "Ddoongbaratte"—a mix of banana milk and pouch hazelnut coffee in an ice cup—has become a must-try among international visitors, gaining popularity through social media posts.

The Pleasure of Exploring Different Supermarkets Worldwide... Some Even Become Tourist Hotspots

Compared to seeking out famous tourist sites or restaurants, supermarkets offer a variety of local foods at a relatively low cost—another factor behind their popularity.

Consumer psychologist Kate Nightingale explained the appeal of supermarket tourism as the experience of something "familiar yet unfamiliar." The act of carrying a basket, browsing aisles, and lining up at the checkout is familiar, but the products and ingredients—which differ in every country—make it a unique and novel experience.

A convenience store that gained popularity on social media with a landscape featuring Mount Fuji in Japan as the background. Instagram capture

However, as the influx of tourists grows, the character of supermarkets as ordinary everyday spaces is sometimes compromised. A notable example is a Lawson convenience store in Kawaguchiko, Japan. As a photo capturing both Mount Fuji and the Lawson store roof went viral on social media, crowds of tourists flocked to the location, prompting authorities to deploy security personnel and traffic controllers. Eventually, a huge black screen was installed to block photo-taking at the site.

This content was produced with the assistance of AI translation services.