For many American tourists, a trip abroad now includes a surprisingly familiar stop: Costco Wholesale. From Paris to Tokyo, U.S. travelers are increasingly prioritizing visits to the warehouse retailer-sometimes even over iconic cultural landmarks-seeking a comforting dose of home amidst their international adventures.The trend reflects both the power of brand loyalty and a desire for predictable value,even while exploring new destinations,as evidenced by growing social media content documenting these retail detours.
For American tourists traveling in Europe and beyond, a visit to Costco has become an unexpected part of the itinerary. Some are even prioritizing a trip to the warehouse retailer over traditional cultural experiences, like visiting the Louvre Museum in Paris.
The American retail giant, known for its bulk discounts and member-only shopping experience, operates locations in numerous countries, including France. While seeking an authentic “French experience” in Paris, many U.S. tourists are making a detour to Costco to recapture a familiar shopping environment.
“I’d rather take the time and drive to Costco than wait two hours in line to get into the Louvre,” one tourist told the Wall Street Journal.
Tommy Breaux, a 66-year-old retiree from Houston, and his husband, Danny Terrebonne, recently drove 45 minutes to reach the Costco location in Villebon-sur-Yvette, a suburb of Paris. The appeal, they say, is finding familiar products and the opportunity to compare shopping experiences.
They were particularly interested in purchasing large quantities of Bordeaux wine, but also enjoyed comparing the French Costco to stores back home, noting the popularity of American-style pancakes and the impressive selection of foie gras. Costco’s international expansion has been a key component of its growth strategy, offering a familiar retail experience to traveling members and attracting new subscribers abroad.
A Taste of Home
The couple’s travels aren’t unique. During a previous trip to Australia, they visited Costco locations in Sydney, Melbourne, and Canberra, recalling a fondness for “Jumpy’s,” a chicken-flavored potato snack shaped like kangaroos. This trend highlights the power of brand recognition and the comfort consumers find in familiar shopping environments, even while traveling internationally.
Costco operates on a membership model, allowing members to purchase products in bulk. The company currently boasts approximately 900 stores worldwide, accessible to cardholders. This loyalty program has proven successful in fostering a dedicated customer base and driving repeat business.
Social media platforms, such as YouTube, are filled with videos documenting American tourists’ visits to Costco stores in Paris and elsewhere, often featuring comparisons to their U.S. counterparts. In one video, a tourist showcased large plastic containers filled with croissants and pain au chocolat, while acknowledging that “it doesn’t replace the experience of going to a real bakery in France.”
While appreciating the opportunity to discover local specialties, American tourists find a sense of familiarity within Costco’s concrete floors, rotisserie chickens, and consistent product offerings. This phenomenon is also occurring in Japan, where American tourists are flocking to Costco stores.
The Hot Dog Test
“We’re in a totally new country, but we feel safe because we see something that’s familiar to us,” said Joy Yip, a 47-year-old real estate agent who recently visited a Costco near Tokyo. The consistency of the Costco experience, even across continents, provides a sense of comfort and predictability for travelers.
A key element of that consistency is the company’s famous hot dog, sold with a soda for a remarkably low price. Steve Kujak, a tourist visiting Japan, recently sampled the iconic Costco hot dog.
“We thought it would be the same, but it was different. In the United States, they chop it so finely. It was thicker.”
