Grocery Store Tourism emerges as a new social media travel trend

A new travel trend known as ‘Grocery Store Tourism’ or ‘supermarket safari’ is gaining popularity on social media platforms like TikTok. Rather than visiting traditional landmarks or beaches, travelers are exploring local supermarkets and convenience stores to experience the authentic daily life of a destination.

The phenomenon is particularly prominent in Asia, where content creators film themselves consuming products exclusively from convenience stores like 7-Eleven, such as onigiri, instant ramen, and various local snacks. This shift in travel behavior is viewed as a reaction against ‘postcard tourism,’ as travelers seek out the genuine rhythms and regional details of a place that are often absent from curated tourist itineraries.