{"id":1125,"date":"2025-12-02T09:03:14","date_gmt":"2025-12-02T08:03:14","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&#038;p=1125"},"modified":"2025-11-28T21:13:23","modified_gmt":"2025-11-28T20:13:23","slug":"taste-hunting-conquers-the-world","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/le-taste-hunting-a-la-conquete-du-monde\/","title":{"rendered":"Taste Hunting conquers the world"},"content":{"rendered":"<p><strong>You're planning a holiday in Tokyo. Your first instinct? Book the three-star Michelin restaurant six months in advance? Not a chance. In 2025, the real grail for the discerning traveller is the local FamilyMart at 2am, to try the seasonal strawberry sandwich that's a hit on TikTok with 47 million views. Welcome to the age of \u00abTaste Hunting\u00bb - the hunt for flavour that is transforming local grocery shops into tourist destinations in their own right, and supermarket aisles into new temples to the gastronomic experience. The phenomenon is so widespread that it is now at the top of the 2025 travel trends identified by British Airways Holidays and Skyscanner. And it's not just a fad of Gen Z addicted to Instagram filters. 41% of British adults on holiday say they have been inspired by social media to try a specific restaurant or food abroad, across all age groups. Yes, even the 55+ are on board: 1 in 5 admit to having given in to viral temptation.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Taste Hunting: when TikTok dictates your travel itinerary<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The figures that set the scene<\/strong><\/h3>\n\n\n\n<p>The report <strong>British Airways Holidays 2025 Travel Trends<\/strong>, produced in partnership with Globetrender, documents a profound change in food tourism: <strong>69% of British travellers<\/strong> consider food to be an important factor in their choice of destination. But the real revolution lies in the way these choices are now influenced.<\/p>\n\n\n\n<p>Gone are the days of poring over the Michelin guide when planning a trip. The days are over, <strong>41% of UK holidaymakers<\/strong> are literally building their itineraries around viral dishes or local addresses discovered on social networks. TikTok, Instagram, YouTube: these platforms are becoming the new gastronomic influencers.<\/p>\n\n\n\n<p>The Taste Hunting phenomenon even crosses generations: 1 in 5 adults over 55 admit to having been influenced by social networks to try a food abroad. Age is no longer a barrier to virality.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Tasting Every VIRAL Japanese Konbini Hack! (Lawson, 7-11, Famima)\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/tDqYapBkl04?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>From Michelin-starred restaurant to local convenience store: the culinary great divide<\/strong><\/h3>\n\n\n\n<p>Skyscanner, in its report <strong>Travel Trends 2026<\/strong>, has followed suit with a new trend called <strong>\u00abShelf Discovery\u00bb<\/strong> (on-shelf discovery). 43% of travellers worldwide have explored local supermarkets when travelling abroad, and 55% of American travellers do so systematically or regularly.<\/p>\n\n\n\n<p>Translation? Culinary tourism is no longer about white tablecloths and sommeliers in suits. It's about <strong>snack aisles, seasonal dessert shelves and unlikely drinks vending machines<\/strong>.<\/p>\n\n\n\n<p>From Tokyo to Seoul, via Paris and New York, local grocery shops are becoming <strong>tourist hotspots that are documented, shared and integrated into visitor itineraries in the same way as a museum or historic monument<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Japan, the epicentre of \u00abkonbini tourism\u00bb<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>An all-time record boosted by a weak yen... and onigiri<\/strong><\/h3>\n\n\n\n<p>In 2025, Japan is experiencing an unprecedented tourism boom. Between January and July 2025, the country welcomed <strong>24.9 million foreign visitors<\/strong>, This represents an increase of 18.4% compared with 2024. The projections are for <strong>40 million arrivals by the end of 2025<\/strong>, 36.9 million reached in 2024.<\/p>\n\n\n\n<p>The weak yen partly explains this influx. But the data on the ground tells a different story: the <strong>konbini<\/strong> (7-Eleven, FamilyMart, Lawson) have become <strong>obligatory passages<\/strong> for a growing number of visitors eager for Taste Hunting.<\/p>\n\n\n\n<p>These convenience stores, open 24\/7 and on every street corner, offer much more than a nightly convenience service. They embody a <strong>an express dive into the world of Japanese food<\/strong> These include sophisticated bentos, seasonal desserts (strawberries in winter, peaches in summer, chestnuts in autumn), original drinks and limited-edition snacks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>From functional necessity to tourist ritual<\/strong><\/h3>\n\n\n\n<p>The phenomenon has become so widespread that <strong>specialised guided tours<\/strong> have emerged. Agencies such as byFood are now organising <strong>\u00abkonbini crawls\u00bb<\/strong> in Shinjuku: 2-3 hours exploring 4-5 different konbinis, with tasting and cultural decoding of the products.<\/p>\n\n\n\n<p>For Japanese food brands, the stakes are colossal. A product that goes viral internationally via social networks can generate <strong>immediate stock-outs<\/strong> and enormous pressure on the supply chain. Conversely, a well-orchestrated innovation (photogenic packaging + storytelling + time exclusivity) can transform a local launch into a global phenomenon.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A global phenomenon: from the Paris Carrefour to Trader Joe's in Brooklyn<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>South Korea, a laboratory for snacking innovation<\/strong><\/h3>\n\n\n\n<p>South Korea is riding the same wave. The channels <strong>GS25 and CU<\/strong> have seen an explosion in foreign card transactions in recent years, with tourists coming specifically for the <strong>signature instant ramen, fresh gimbaps and flavoured milk drinks<\/strong> that you won't find anywhere else.<\/p>\n\n\n\n<p>Korean brands have understood this: the international game is now played as much in convenience stores as in traditional supermarkets. Launches are calibrated for visual virality, and limited editions follow one another in rapid succession.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Europe is no exception to the Taste Hunting trend<\/strong><\/h3>\n\n\n\n<p>In France, the <strong>Carrefour City and Monoprix<\/strong> are becoming must-see destinations for tourists in search of <strong>mature cheeses, traditional charcuterie and French pastries<\/strong> at affordable prices. The fresh delicatessen sections and bakery corners attract an international clientele who document their discoveries on Instagram Stories.<\/p>\n\n\n\n<p>In the United States, <strong>Trader Joe's<\/strong> enjoys near-cult status with foreign visitors, who are fascinated by its product concepts (everything in a jar, hybrid snacks), quirky branding and low prices. The summer of 2025 even saw the emergence of a phenomenon of <strong>\u00abTrader Joe's tote bag tourism\u00bb<\/strong> tourists who come specifically to buy the reusable shopping bags that have become collectors' items.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Anatomy of a phenomenon: why it works (and why it will last)<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. The authenticity of Taste Hunting perceived at low cost<\/strong><\/h3>\n\n\n\n<p>69% of UK travellers say that food plays a key role in their choice of destination. But between a \u20ac150 gourmet restaurant and an \u20ac8 konbini, the return on experiential investment clearly leans towards the latter.<\/p>\n\n\n\n<p>The local supermarket = <strong>authenticity proxy<\/strong> This is where local people do their daily shopping. Buying the same products means getting a piece of \u00abreal local life\u00bb without going through the formatted tourist circuits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Virality as an engine of discovery<\/strong><\/h3>\n\n\n\n<p>Social networks have turned every food product into a <strong>potential content<\/strong>. Photogenic packaging, a surprising texture filmed in close-up, a tasting session with live commentary: it's all part of the story. <strong>shareable content<\/strong> that generates commitment.<\/p>\n\n\n\n<p>For brands, this means redefining <strong>product success criteria<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Instagrammability<\/strong> &gt; taste (yes, it's sad but true)<\/li>\n\n\n\n<li><strong>Visual storytelling<\/strong> &gt; data sheet<\/li>\n\n\n\n<li><strong>Time exclusivity<\/strong> &gt; permanent availability<\/li>\n\n\n\n<li><strong>Sensory surprise<\/strong> &gt; compliance with expectations<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. The economics of experience at a controlled price<\/strong><\/h3>\n\n\n\n<p>In an inflationary environment where travel budgets are under pressure, the \u00absupermarket safari\u00bb offers a <strong>unbeatable experience\/price ratio<\/strong>. For \u20ac20-30, a traveller can leave with 8-10 different products, document each discovery, and have enough to feed their feed for a week.<\/p>\n\n\n\n<p>Comparison with a traditional restaurant: 1 meal = 1 experience = 1 post. A supermarket = 10 products = 10 experiences = 10 potential posts. Social media ROI multiplied by 10.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. The quest for geographical exclusivity<\/strong><\/h3>\n\n\n\n<p>77% of travellers (according to Hilton\/Globetrender) enjoy exploring local grocery shops to sample authentic products. The idea of bringing something back (physically or digitally) <strong>that you can't find at home<\/strong> feeds the perceived value of the experience.<\/p>\n\n\n\n<p>For the food industry, this creates a <strong>strategic tension<\/strong> Should you stay hyper-local to maximise the desire for exclusivity, or go international to capitalise on virality? Answer: both, via <strong>limited regional editions<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"428\" src=\"https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2025\/11\/joshua-jumarie-l6lq3KsCKKo-unsplash-e1763560984315-1024x428.jpg\" alt=\"Will the &quot;Taste Hunting&quot; phenomenon replace traditional gastronomic tourism?\" class=\"wp-image-1129\" srcset=\"https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2025\/11\/joshua-jumarie-l6lq3KsCKKo-unsplash-e1763560984315-980x551.jpg 980w, https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2025\/11\/joshua-jumarie-l6lq3KsCKKo-unsplash-e1763560984315-480x270.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Strategic implications of Taste Hunting<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rethinking the product life cycle<\/strong><\/h3>\n\n\n\n<p>The classic model (R&amp;D \u2192 Testing \u2192 Launch \u2192 Maturity \u2192 Decline) is shattered. The new paradigm?<\/p>\n\n\n\n<p><strong>Flash launch \u2192 Virality \u2192 Breakthrough \u2192 Restock \u2192 New exclusivity<\/strong><\/p>\n\n\n\n<p>Japanese brands have understood this perfectly well: a product stays on the shelf for 6-8 weeks maximum, then disappears, replaced by a new seasonal exclusive. The result? <strong>Permanent FOMO<\/strong> (Fear Of Missing Out) and <strong>building loyalty through hunting<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Packaging becomes the number one marketing asset<\/strong><\/h3>\n\n\n\n<p>In the \u00abTaste Hunting\u00bb economy, <strong>packaging no longer just protects the product: it IS the product<\/strong>. Investing in photogenic design, tactile textures and unusual formats means investing in organic virality.<\/p>\n\n\n\n<p>Winning examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Miniature formats<\/strong> (kawaii culture): photographable, shareable, collectible<\/li>\n\n\n\n<li><strong>Artistic limited editions<\/strong> collaborations with illustrators, designers and influencers<\/li>\n\n\n\n<li><strong>Selective transparency<\/strong> packaging windows that reveal the texture\/colour of the product<\/li>\n\n\n\n<li><strong>Seasonal colour codes<\/strong> : pale pink (sakura spring), matcha green (summer), orange (autumn), creamy white (winter)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Distribution as experience (and vice-versa)<\/strong><\/h3>\n\n\n\n<p>Distributors themselves are becoming <strong>media brands<\/strong>. Lawson, FamilyMart and 7-Eleven in Japan are no longer content with simply distributing: they are also <strong>create content<\/strong>, are launching <strong>exclusive colabs<\/strong>, orchestrate <strong>product events<\/strong>.<\/p>\n\n\n\n<p>For B2B ingredient suppliers, this means :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Upstream co-creation<\/strong> with distributors (not just filling out specifications)<\/li>\n\n\n\n<li><strong>Strong storytelling ingredients<\/strong> (traceable origin, innovative process, proven health benefits)<\/li>\n\n\n\n<li><strong>Ability to produce small batches<\/strong> for limited viral editions<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Predictive analytics become critical<\/strong><\/h3>\n\n\n\n<p>When a product can go from anonymity to being out of stock in 48 hours via a viral TikTok post, brands no longer have the luxury of reacting slowly. They need <strong>real-time social monitoring systems<\/strong> and a <strong>agile supply chain<\/strong> capable of rapid upscaling.<\/p>\n\n\n\n<p>AI tools for detecting emerging viruses are becoming key tools for <strong>decisive competitive advantages<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The limits of Taste Hunting<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Questionable environmental sustainability<\/strong><\/h3>\n\n\n\n<p>The limited permanent editions model generates <strong><a href=\"https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2025\/11\/priscilla-du-preez-W3SEyZODn8U-unsplash-e1763545684504.jpg\" data-type=\"attachment\" data-id=\"1117\">food waste<\/a><\/strong> (unsold stock from previous series), the <strong>over-consumption of packaging<\/strong>, and a <strong>high carbon footprint<\/strong> (faster logistics, small production runs = lower economies of scale).<\/p>\n\n\n\n<p>The brands that will survive beyond the hype will be those that integrate <strong>circularity and sustainability<\/strong> in their product renewal model.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Virality \u2260 profitability<\/strong><\/h3>\n\n\n\n<p>Many viral products are <strong>financial abysses<\/strong> These include high production costs (premium ingredients, sophisticated packaging), limited volumes and an ultra-short life cycle. Virality pays off in <strong>brand awareness<\/strong>, but not necessarily in terms of operating margin.<\/p>\n\n\n\n<p>Winning strategy: use viral products as <strong>loss leaders<\/strong> to drive traffic towards core ranges with comfortable margins.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Consumer saturation and fatigue<\/strong><\/h3>\n\n\n\n<p>When EVERYTHING becomes exclusive and temporary, nothing really is. We are already seeing signs of <strong>novelty fatigue<\/strong> among certain segments of consumers who are demanding <strong>stable, reliable products available all year round<\/strong>.<\/p>\n\n\n\n<p>Le <strong>clock could come back<\/strong> We're moving towards cleaner ranges, classic formats and sober communication. Watch this space.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQ : Taste Hunting and eating strategies<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Will the \u00abTaste Hunting\u00bb phenomenon replace traditional gastronomic tourism?<\/strong><\/h3>\n\n\n\n<p>No, the two coexist. Taste Hunting targets a <strong>additional experience<\/strong> accessible, documentable, affordable. Starred restaurants keep their place for <strong>special occasions and technical excellence<\/strong>. But the proportion of the budget allocated to \u00abstreet food \/ convenience store\u00bb experiences is clearly increasing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What types of products go viral on social networks?<\/strong><\/h3>\n\n\n\n<p>The winning patterns: <strong>kawaii aesthetics<\/strong> (pastel colours, round shapes), <strong>unexpected hybridisation<\/strong> (croissant-mochi, pizza-sushi), <strong>geographical exclusivity<\/strong> (only available in Japan), <strong>marked seasonality<\/strong> (strawberries in winter, chestnuts in autumn), <strong>miniature formats<\/strong>, <strong>photogenic textures<\/strong> (runny, soft, visibly crunchy).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How can brands anticipate virality?<\/strong><\/h3>\n\n\n\n<p>Via <strong>social listening tools<\/strong> (Brand24, Meltwater, Sprinklr) that detect weak signals of rising interest. But the most effective remains <strong>rapid experimentation<\/strong> Launching small series, observing the reaction, upscaling if necessary. The cost of error is low, the cost of inaction is high.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Is the limited editions model viable in the long term?<\/strong><\/h3>\n\n\n\n<p>Economically? <strong>Complex<\/strong>. Request a <strong>flexible supply chain<\/strong>, and <strong>high product setup costs<\/strong>, and a <strong>Tight management of unsold stock<\/strong>. But in terms of <strong>brand equity<\/strong> and <strong>consumer engagement<\/strong>, it works. Key to success: balance <strong>cost-effective permanent range<\/strong> + <strong>brand ROI viral innovations<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What role can B2B ingredient suppliers play in this context?<\/strong><\/h3>\n\n\n\n<p><strong>Becoming innovation partners<\/strong>, not just suppliers of commodities. Offering <strong>storytelling ingredients<\/strong> (origin, process, benefit), able to <strong>small series<\/strong> to test concepts, with a <strong>industrial responsiveness<\/strong> to scaling if it works. The leaders will be those who integrate <strong>innovation + flexibility + speed<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Does this phenomenon only affect Asia?<\/strong><\/h3>\n\n\n\n<p>No, it's <strong>global<\/strong> but with different expressions. Asia = konbini culture. Europe = premium supermarkets + local markets. USA = Trader Joe's cult. Latin America = mercados + tiendas de barrio. Each market has its own codes, but the <strong>universal viral logic<\/strong> remains the same.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion: the grocery aisle as a new marketing battleground<\/strong><\/h2>\n\n\n\n<p>Taste Hunting is not a passing fad. It is the manifestation of a <strong>profound reconfiguration<\/strong> levers for discovery, commitment and loyalty in the food industry.<\/p>\n\n\n\n<p>For brands and ingredient suppliers, three strategic imperatives are emerging:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Think viral by design\u00ab<\/strong> right from the product design stage (packaging, format, storytelling)<\/li>\n\n\n\n<li><strong>Accelerating innovation cycles<\/strong> to maintain FOMO and permanent hunting<\/li>\n\n\n\n<li><strong>Integrating distribution as a media partner<\/strong>, not just as a sales channel<\/li>\n<\/ol>\n\n\n\n<p>The winners will be those who <strong>Dancing between exclusivity and scalability<\/strong>, between <strong>ephemeral virality and sustainable profitability<\/strong>, between <strong>social hype and real nutritional value<\/strong>.<\/p>\n\n\n\n<p>And those who, incidentally, understand that a well-filmed macro onigiri with perfect lighting is better than three \u20ac500k TV campaigns.<\/p>\n\n\n\n<p>Welcome to the era when <strong>7-Eleven's fresh produce department has become more strategic than the Carrefour shelf space<\/strong>. Strange times. Fascinating too.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>References<\/strong><\/h2>\n\n\n\n<p><strong>Institutional reports :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/globetrender.com\/product\/ba-holidays-travel-trends-report-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">British Airways Holidays. \u00ab2025 Travel Trends Report, produced in partnership with Globetrender. February 2025.<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.newswire.ca\/news-releases\/skyscanner-reveals-the-seven-trends-shaping-travel-in-2026-862935488.html#:~:text=The%20future%20of%20travel%20Is,skyscanner.com\/travel%2Dtrends&amp;text=Skyscanner%20is%20a%20global%20leader,hotel%20or%20car%20hire%20options.\" target=\"_blank\" rel=\"noreferrer noopener\">Skyscanner. \u00abTravel Trends 2026 Report\u00bb, OnePoll survey of 22,000 global travellers. October 2025.<\/a><\/li>\n<\/ul>\n\n\n\n<p><\/p>","protected":false},"template":"","meta":{"_acf_changed":true,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false},"class_list":["post-1125","news","type-news","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/news\/1125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/types\/news"}],"wp:attachment":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/media?parent=1125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}