Grocery Store Tourism: A New Way to Experience Local Culture

Key facts

• Nicolò Balini, known as HumanSafari, is an Italian travel YouTuber who visits supermarkets in various countries.
• His supermarket videos often exceed one million views.
• The hashtag 'grocery shop tourism' has hundreds of thousands of posts on TikTok.
• Keith Crockford, CEO of The Bucket List Company, conducted a study on the phenomenon.
• The study found that Japan, Mexico, Italy, South Korea, and Thailand are the most visited countries for supermarket tourism.
• In Japan, tourists seek unusual KitKat flavors like matcha and sake, available at konbini.
• In Italy, supermarkets are appreciated for fresh pasta and baked goods.
• In South Korea, instant ramen and banchan attract attention.
• Some Japanese supermarkets have areas with tables, kettles, and microwaves for immediate consumption.
• Italian chains Il Viaggiator Goloso and Esselunga have opened restaurants connected to their stores.
• In the US, supermarkets sell products in large quantities, and eggs are refrigerated.
• In Japan and the US, produce is often individually wrapped in plastic.
• In Sweden, supermarkets have dispensers for pick-and-mix candy.
• In Iraq, local products sometimes mimic international brand graphics.
• The trend is linked to a broader desire for everyday experiences and a reaction to overtourism.