Heard of trolley tourism? This growing travel trend involves visitors exploring new destinations through local supermarkets and grocery stores, using the humble shopping trolley as their guide. This means discovering unique snacks, seasonal produce, local household brands, and the subtle cultural habits that shape how people eat and live.
If you're visiting Japan and wondering where to start on your own trolley tourism adventure, this guide covers 10 things worth seeking out.
Travelers should always be mindful of their home country's import and quarantine regulations before bringing items back from abroad. Many countries have strict rules about what can and can't be brought in, including food and other goods. Be sure to check your government's official customs or biosecurity guidelines to avoid fines or confiscations.
Instant Ramen and Cup Noodles
Japan's instant noodles go well beyond the basic cup ramen image. Each variety reflects regional tastes, from Kyushu's creamy tonkotsu to Hokkaido's butter miso and Tokyo's sharp shoyu. Major brands like Nissin and Maruchan fill big parts of the shelves, but you'll also find premium versions inspired by well-known ramen shops such as Ichiran and Ippudo. The packaging is often bright, limited-edition, and worth browsing on its own.
Japanese Curry Roux Blocks
Curry roux blocks are a staple in Japanese kitchens, offering a simple way to make a rich and hearty comfort food. Popular brands like House Vermont Curry and Golden Curry sell them in cube form, which dissolve into a thick, glossy sauce. Japanese curry tends to be milder and slightly sweeter than Indian versions, usually served with rice, pork cutlet (katsu), or pickles. Supermarket shelves are lined with options from mild to extra hot, making it easy to choose what best suits your palate.
Tea
Green tea is one of Japan's most recognizable products, with roots in regions like Uji (Kyoto) and Shizuoka. Supermarkets carry everything from bottled teas to finely milled matcha powders used for both traditional tea and modern drinks. Brands such as Ito En dominate the ready-to-drink section, while small tins of matcha make thoughtful and easy-to-pack gifts.
Rice Crackers (Senbei)
Senbei are traditional Japanese rice crackers, perfect for when you want a snack that is crisp and full of flavor. Glazed with soy sauce, wrapped in seaweed, or mixed with sesame, they range from sweet to savory and come in countless regional styles. Supermarkets sell them in neatly packaged family bags, which are ideal for sharing or taking on long shinkansen trips. They're a simple but classic snack that shows how much variety Japan brings to even its everyday treats.
Japanese Kit Kats
No supermarket visit in Japan is complete without doing a spot of Kit Kat scavenger hunting. The familiar chocolate bar has been turned into a massive showcase of local flavors, including the likes of matcha, sake, yuzu, and sweet potato. Many regions also have their own limited editions, making them a popular souvenir as well as a curiosity for collectors.
Seasonal Drinks
The drink section in a Japanese supermarket changes constantly, with new flavors appearing each season. For instance, you might find things like peach soda in summer, chestnut lattes in autumn, and sakura milk tea in spring. Brands like Calpis, Kirin, and Suntory are known for their constant experimentation, while canned coffees such as Boss and Georgia remain everyday staples that are popular with commuters. The variety is a big part of the fun, and since shelves rarely look the same twice, there's always something new to try.
Sake and Umeshu
The alcohol section of a Japanese supermarket often includes a wide range of sake and umeshu (plum wine). Sake varieties range from dry and crisp to smooth and full-bodied, while umeshu offers a sweeter, easier option for newcomers. Many stores highlight regional producers and include handwritten notes about flavor and origin for a personal touch. Smaller bottles and gift sets are easy to find, making them convenient souvenirs or a simple way to sample different styles.
Quality Japanese rice
Rice holds a central place in Japanese cooking, and supermarkets often devote full aisles to it. You'll find polished, aromatic varieties from well-known regions such as Niigata's Koshihikari and Akita's Komachi, and for travelers with access to a kitchen, a small bag of premium rice is an easy way to experience one of Japan's essentials.
Beauty Products
Japanese supermarkets often mix groceries with health and beauty products, and between the food aisles, you'll find shelves stocked with skincare and supplements. Brands like Hada Labo and Shiseido sell moisturizers and toners at more affordable local prices, while collagen drinks and vitamin gummies are common everyday items.
Pocky and Pretz
Pocky is one of Japan's most recognizable snacks, and consists of thin biscuit sticks coated in flavors like chocolate, matcha, or strawberry cream. Its savory counterpart is Pretz, and it comes in flavors like salad and roasted butter. Both are easy to share and are often sold in multipacks. There's even a Pocky and Pretz Day in Japan, with the date (11/11) said to resemble their appearance.
