When imagining Erewhon, it’s hard to picture it as anything other than the luxurious, trendy, multi-million dollar, health-centered grocery store chain. However, the company used to be a single-stall shop in Boston, run by Japanese couple Aveline and Michio Kushi. Selling hard-to-come-by natural foods, the market grew exponentially and moved out to Los Angeles. Today, with its $19 strawberry, viral smoothies and sushi sandwich, going to Erewhon is more than just shopping for food — it’s an experience; it’s an experience many tourists prioritize when visiting LA.
Since when did grocery shopping become a tourist attraction? What role has social media played in the rise of grocery store tourism?
According to The New York Times, supermarket tourism is “the experience of trying local foods or variations of well-known items” to learn more about a city or country. The idea of exploring a destination through cuisine is far from extraordinary. However, the recent popularity of this form of tourism stems from a desire to explore a place more authentically and move away from disingenuous travel experiences. Travel influencers on TikTok and Instagram promote learning about local culture by eating like the local community. Mairin Hoffman, a senior at The Frederick Gunn School in Connecticut, traveled to Spain and France with her classmates in 2023. She and her friends prioritized visiting and exploring local shops, especially supermarkets.
“On our trip, we wanted to see famous monuments, like museums and cathedrals, but we also wanted to get a glimpse of local life in Europe. To experience this cultural diversity, we would go to grocery stores, farmers markets and even gas stations to see what natives eat on a day to day basis,” Hoffman said. “Some items were similar to the United States, but others were completely different, and I felt like I learned so much about French and Spanish culture simply by observing and exploring what they eat.”
Hoffman explained that the grocery store experience isn’t isolated to European or foreign travel. From Grand Central Market in New York City to Erewhon in Los Angeles, she said that social media has promoted visiting grocery stores and inspired her to carve out time to do so.
“When I went to LA for example, in the weeks leading up to my trip, I was getting videos on my page promoting Erewhon smoothies and prepared foods, as well as seasonal Trader Joe’s items,” Hoffman said. “I think I was both curious about the healthy LA lifestyle that Erewhon fostered and influenced to try its products through TikTok.”
Social media has garnered significant attention for Erewhon and Trader Joe’s online, with 50,000 #erewhon posts and over 620,000 #traderjoes posts, respectively. These posts aren’t just influencers trying smoothies or sharing hauls, but also marketing and advertising from the markets themselves. According to Vogue Business, when Erewhon announced a new iced tea in January, their TikTok announcement gained 4.6 million views in four hours and more than 20 million within a day. These media and marketing strategies have turned “everyday consumption into a cultural moment,” particularly gaining the attention of tourists who don’t have access to these stores regularly.
Senior Annie Altemus has worked at Trader Joe’s for two years and is a part of Archer’s Trader Joe’s club. She observed that when new seasonal items go viral, her store will receive a shipment of the product, and it will be gone within two hours of hitting the shelves. She said people frequently approach her during her shifts, showing screenshots of viral products and asking if they are in stock.
“At Trader Joe’s specifically, because the environment is so fun and friendly, I find that both tourists and locals will come here as an activity for the day,” Altemus said. “I’ve also seen people come in for two or three items but leave with a full cart because we constantly have new products. It’s fun for people…, and I think it’s really interesting how grocery shopping has become an activity as opposed to a chore.”
Altemus said that observing the people who work and shop at the store can also help tourists develop a holistic understanding of a new city. Many local customers at Erewhon can be seen wearing athleisure or designer clothing — a nod to Los Angeles’ culture surrounding health, well-being, and luxury. According to sophomore Frankie Scott, Erewhon has become a status symbol. The soaring price tags turn everyday items into luxury purchases, and she explained that many tourists come to LA and Erewhon to experience this unique opulence.
“Overall, going to Erewhon is a fun experience. From people watching to trying new foods, I think it attracts both Angelenos and tourists who want to experience true LA culture. I don’t know if Erewhon would have still had the cultural relevance it has today had it not been for TikTok, but I do think that people are inherently… curious about it because it’s so expensive,” Scott said. “I also don’t know if I can completely say whether or not Erewhon or Trader Joe’s products are worth it because that’s up to each consumer. However, it’s fun to try new foods, and that’s definitely a reason why grocery store tourism is so popular.”
