Dutch Comedian’s Joke Fuels Surge in Cross-Border Fuel Purchases
A recent comedic segment highlighting cheaper gasoline prices in Belgium has triggered a significant influx of Dutch drivers crossing the border to fill up, prompting an apology from the comedian and raising questions about the impact on fuel retailers.
Arjen Lubach, a popular Dutch comedian, featured a Belgian gas station in Herentals in his show “LUBACH” on Tuesday, March 11, 2026, joking about Dutch citizens traveling to Belgium to take advantage of lower fuel costs. He even shared a QR code directing viewers to the location. The segment quickly went viral, leading to a noticeable increase in the number of Dutch motorists visiting the station, according to reports.
“This was of course not the intention,” Lubach stated Friday, March 14, 2026, responding to coverage in Belgian media. “I take everything back. Excuse me. We wanted to prevent this by explicitly saying: do not go to Herentals for cheap gasoline.”
The surge in demand has been so substantial that some drivers are reportedly traveling with jerrycans to maximize their purchases. A Q8 gas station employee in Herentals told local media that customers are now arriving “even with jerrycans” to stock up on cheaper fuel. This situation underscores the sensitivity of cross-border shopping when price differentials are significant.
According to De Gelderlander, European consumers pay varying levels of excise tax on gasoline, with Belgium offering a considerable price advantage. The report indicates that refueling in Belgium can save drivers approximately 27 euros compared to other European countries.
The increased demand is also impacting smaller fuel retailers, who are struggling to compete with lower prices across the border. Het Financieele Dagblad reports that high fuel prices are particularly challenging for smaller operators, with some questioning their long-term viability.
Lubach’s initial comments followed an interview in the Dutch program “Hart van Nederland” where an elderly man explained he fuels up in Herentals given that of the lower prices, advising, “Don’t tell anyone, or they’ll all go there.” The comedian revisited the gas station multiple times during his show.
Q8, the operator of the affected gas station, was unavailable for comment as of Friday, March 14, 2026.
The incident highlights the potential for social media and entertainment to influence consumer behavior and impact local economies, even unintentionally. The situation also underscores the ongoing price sensitivity in the European fuel market.
