TikTok is driving massive growth in food tourism as viral videos inspire travellers to fly thousands of miles to sample Japanese convenience store cuisine. Olivia Palamountain reports
Google searches for “7/11 Japan” have surged 5000% in the past month, as social media content continues to transform grocery store visits into destination experiences worthy of international travel.
The phenomenon directly correlates with the “Taste Hunting” trend featured in British Airways Holidays’ Travel Trends Report 2025, produced in partnership with Globetrender, which identified authentic culinary exploration as a primary driver of travel decisions in 2025.
Tour operators are reporting significant increases in food-focused bookings, with one company seeing a 35% rise in reservations for culinary experiences as TikTok searches for cooking classes in popular destinations such as Paris and Chiang Mai jumped 1000% in just seven days. 
The phenomenon has prompted Japanese tour operator byFood to create entirely new experiences around convenience store culture, capitalising on viral content that showcases konbini food to global audiences.
Serkan Toso, founder of byFood, says: “We’ve seen how viral konbini-related content, especially on platforms like TikTok has captured global attention. We noticed that many travellers to Japan frequently visit konbini, but often only try the most well-known items. There’s so much more to explore in these stores, so we created a Japanese convenience store tour to introduce guests to hidden gems and deeper aspects of konbini culture.”
The trend extends beyond Japan, with research suggesting more than 70% of TikTok’s European audience is likely to book holidays based on platform recommendations. Analysis of TikTok search data reveals dramatic increases in demand for cooking classes across multiple destinations, with Los Angeles cooking classes seeing a 721% search spike and Florence cooking classes growing 35%.
Tour operators are rapidly adapting existing experiences to meet viral demand. Alex Pels, founder of Sherpa Food Tours, which operates in London, Buenos Aires, Mexico and Amsterdam, reports: “We’ve experienced a 35% increase in reservations specifically for food-focused experiences in the past year, with 90% of our guests now stating food experiences as their main motivation for booking.”
The speed of trend evolution is forcing operators to maintain flexible booking systems. Javier González Gago, director of Tour Marbella, added a food tasting component to walking tours due to customer demand: “As a local guide passionate about culture and storytelling, I wanted to offer something more immersive. Creating the Marbella Tapas Tour allowed us to connect travellers more deeply with the town and its people through food.”
Highland Experience Tours has partnered with Blackness Bay Distillery to create specialised tours combining Scottish culture with food and drink experiences. Olga Coombs, senior marketing executive at Highland Experience Tours, says: “Food and drink experiences have become a major draw for visitors, especially international guests who want to connect with local culture. In the last few years, we’ve seen growing demand for tours that include distilleries, farm shops and independent cafés or pubs.”
The shift represents a fundamental change in travel motivation, with authentic culinary experiences becoming primary booking drivers rather than secondary activities. Sam Jefferies, senior growth marketing manager at booking platform Bókun, explains: “With social media playing an undeniable role in shaping travel trends, it’s no surprise that tour operators tapping into viral demand are seeing a surge in bookings.”
The trend highlights how quickly social media can transform niche experiences into mainstream travel must-dos, with grocery store visits evolving from practical stops into destination experiences worthy of international travel.
AloJapan.com