I recently sparked an unexpected flurry of conversation among my friends with one simple question: what’s your favorite foreign supermarket? You wouldn’t believe the passion that erupted! For some of my pals, who have been scattered across the globe in places like Singapore and Australia for over a decade, this topic turned into a lively debate. Fifty messages later, we were still diving deep into nostalgic memories and new finds at grocery stores around the world. There’s just something about supermarket shopping abroad that gets us all starry-eyed, right? Back home, ‘the big shop’ may feel like a chore, but when we’re on holiday, it transforms into this delightful adventure.
In fact, supermarket shopping has become a hot trend on social media—over 50 million posts on TikTok highlight the phenomenon of ‘grocery store travel.’ Travellers are sharing their interesting finds and reveling in what is often seen as an ordinary task turned cultural experience. It’s not a new trend, though. As holiday rentals like Airbnb push the whole “live like a local” idea, people are increasingly drawn to places where they can genuinely immerse themselves in the everyday life of a new environment.
Honestly, these days, I’d pick meandering through the aisles of a local supermarket over being herded onto a big red tour bus any day. The allure of exploring different products with a shopping basket in hand trumps the sterilized script of a guided tour.
Take Iceland, for instance. I found myself mesmerized by the peculiar combinations of licorice-studded chocolate bars and packs of dried, flaky white fish that look like they belong at the end of an aisle. Then there’s New York—every time I’m there, I can’t resist making a beeline for Whole Foods in Union Square. There’s just something about the trendy labels, the way the fresh produce is so artfully arranged, and those almost-handmade goods that make me feel like I’ve stepped into the shoes of a sophisticated New Yorker.
And I can’t tell you how many times I’ve thought, “What a privilege it is to glimpse into the daily lives of others.” It’s almost voyeuristic, but in that innocent way where you’re not overstepping boundaries, just enjoying a peek into someone else’s cupboards and habits. It fosters connection even in the simplest of ways, allowing us to compare our norms with theirs and make subtle discoveries about where we fit into this vast tapestry of global culture.
There’s a rich history in a place like the Faroe Islands, where you can still spot Cadbury’s chocolate and Tunnocks Teacakes on the shelves—a unique reminder of the British troops stationed there during World War II. Those delightful treats have somehow found a way to become part of the local food culture. Recently, in Portugal, I strolled through a mesmerizing aisle dedicated to tinned fish, the packaging so beautifully designed that it felt like art. As someone who adores both design and fish, I was truly in my element.
It’s easy to attribute this surge in grocery tourism to our widespread boredom with the cookie-cutter approach many tourist experiences have adopted. Global “blandification” has seeped into our travel routines—every café, hotel, and rental apartment now seems to blend into an indistinguishable backdrop where you can enjoy avocado toast as you would anywhere else in the world. But a local supermarket? Now that’s the antithesis to this sameness.
Supermarket tourism isn’t just an idiosyncratic hobby; it’s a genuine cultural experience. And best of all, it’s devoid of the hassle common to traditional tourist attractions. There’s no entry fee to contend with, no need for advance bookings, and—thankfully—no lines snaking out the door. You can pop in whenever the mood strikes you. It’s a breath of fresh air compared to arranging walking tours or cooking classes, which can often feel like a chore in themselves. At a supermarket, the worst that can happen is you end up purchasing a bag of crisps that doesn’t quite tickle your fancy. But isn’t that a small price to pay for an adventure?Traveling these days means navigating a landscape that is ever so slightly different from what it used to be. Increasingly, people are seeking those authentic experiences that draw them closer to the places they visit. In fact, Keith Crockford, the CEO of The Bucket List Company, hit the nail on the head when he said that there’s been a significant shift away from the superficial, pre-packaged travel experiences that once dominated the industry. Instead of simply checking destinations off a bucket list, travelers today are yearning for real connections and genuine understandings of the cultures they encounter. And what better way to tap into the local vibe than through something as relatable as grocery shopping?
Crockford highlighted this trend beautifully, pointing out that grocery stores offer a window into the soul of a culture. His firm even curated a selection of must-try items from supermarkets around the globe, everything from the delightful biscotti and Baci chocolates in Italy to unique flavors of ramen in South Korea and those intriguingly inventive Kit Kats in Japan. He refers to this phenomenon as the “democratization of travel exploration,” where every traveler can partake and share their discoveries. This sentiment resonates strongly. While we might all indulge in our comfort foods, it’s those quirky, charming differences that truly make each culture shine.
For me, the thrill of supermarket tourism has reached new heights. I find myself watching YouTube channels dedicated to grocery hauls in Japan — yes, really! The treasures hiding in a Tokyo 7-11 are nothing short of astonishing. With colorful packaging, imaginative snacks, and a vibrant atmosphere, one could argue that a visit to a Japanese *konbini* (convenience store) stirs just as much excitement as visiting a historic temple. As I plan my trip for next year, I’m determined to visit as many of these stores as possible, just to see what unique finds I can collect along the way.
It’s the same excitement that comes with what I like to call “pharmacy tourism.” There’s something undeniably exhilarating about exploring the aisles of a Parisian pharmacy, discovering luxurious face creams and cleverly packaged beauty products. It feels like that guilty pleasure of rummaging through a friend’s bathroom cabinet—indeed, there’s always something thrilling and a little personal about looking at what another culture deems essential for skincare and health.
During my recent jaunt to Paris, I made a point to drag along my friend to a fancy supermarket. What were once just mundane items, like toothpaste, transformed into intriguing symbols of cultural difference, adorned with foreign labels and unfamiliar ingredients. It’s amazing how these everyday items — which we often take for granted back home — can suddenly become exotic and fascinating, reminding us of how the ordinary can turn extraordinary, all depends on the perspective we’re looking from.
So if you find yourself traveling to different corners of the world, you might want to consider making room in your suitcase for some local delights. Here are some highlights for your next grocery store adventure:
- Australia: Don’t forget to stash away a few packets (or ten!) of TimTams, those irresistibly decadent chocolate-covered biscuits. And of course, Vegemite and Milo, the quintessential Aussie chocolate milk powder, are a must-try.
- Finland: Be sure to explore the non-food aisles for charming Moomin merchandise, including notebooks and cups, alongside the stylish Marimekko paper napkins that make every meal a little more special.
- Japan: Your taste buds are in for a treat! Sample delightful finds like Melon Fanta, matcha-flavored Kit Kats, and even irresistible sweet corn bread — these are experiences that cannot be replicated back home!
- Singapore: Dive into the local snack scene with salted fish skin, jelly tubs, rice crackers, and the famous pineapple tarts for a burst of flavor.
- Sweden: Make space for everything from squeezy tubes of cheese to cans of *surströmming*, a notoriously pungent fermented herring that you should definitely avoid opening in public!
- Thailand: Don’t skip the cosmetic aisle for powdered collagen, whitening toothpaste, and luxurious hair oils that add a little Thai magic to your beauty routine.
With this approach, supermarket adventures are not just a fun diversion; they’re a delightful immersion into the local culture. So, the next time you find yourself in a new city, remember that the best travel experiences can sometimes be found in the most familiar of places—like the corner grocery store. And who knows? You might just unearth countless treasures along the way!
Image Source: AYO Production / Shutterstock
