American tourists are increasingly incorporating an unusual destination into their international travel plans: Costco warehouses abroad. These travellers are making pilgrimages to the global outposts of the membership-only retailer to sample localised versions of familiar products, with the iconic hot dog being a particular point of comparison.
The Japanese Costco Experience
For California-based realtor Joy Yip, visiting a Costco was the first priority upon landing in Japan last November. On their initial full day in the country, Yip and her family travelled to Chiba, just outside Tokyo, to explore the local branch. They purchased sushi and various snacks, marvelling at the blend of Japanese cuisine—such as large prawns presented on vegetable beds—alongside American staples like pizza, chocolate croissants, and Krispy Kreme doughnuts.
Yip noted a distinct difference in the shopping atmosphere compared to the United States. 'You don’t have like 5,000 people trying to bum-rush the sample person,' the 47-year-old told the Wall Street Journal, observing that Japanese shoppers waited patiently in orderly lines, unlike the often chaotic scenes in American stores. She documented the entire visit to the large two-story store with her husband and daughter, sharing videos on Facebook, including footage of them riding an escalator with their shopping cart.
Finding Familiarity Far From Home
Joy Yip's family found comforting similarities alongside the novelties. They spotted familiar items like jeans and sweatshirts featuring Snoopy, and encountered the customary receipt check at the exit. 'We’re in a whole new country, but we feel safe because we see something that we’re familiar with,' Yip explained to the outlet, highlighting the psychological comfort these retail touchstones provide.
Annette Kujak from Minnesota, alongside her husband Steve and their son, had undertaken a similar pilgrimage to the Chiba Costco just a month earlier. Despite an itinerary featuring ancient temples in Tokyo and visits to Osaka, Kujak was determined not to leave Japan without seeing the store. 'It ranks right up there with the temples,' she remarked to the Journal.
The Great Hot Dog Investigation
The Kujak family travelled 40 minutes by train to reach the Chiba location. While there, Annette stocked up on cosmetics, instant ramen, and snacks. For Steve Kujak, however, a critical mission was underway: determining whether the famous Costco hot dog tasted the same in Japan. 'We thought it would be the same, but it was different,' he reported. 'In the US, they grind it so fine. It was more chunky [in Japan].'
Global Costco Connoisseurs
Tommy Breaux and his husband, Danny Terrebonne, from Houston, Texas, have made visiting international Costco locations a dedicated part of their travels. They have explored stores in Melbourne, Australia, and Villebon-sur-Yvette on the outskirts of Paris, France. In fact, Breaux told the Wall Street Journal he would prefer journeying to the Parisian Costco than queuing for the Louvre. 'The first thing we do is go to Costco to purchase wine,' he stated.
The couple drove 45 minutes to reach the French store, where they were surprised to find American-style pancakes sold in unrefrigerated bags and apple pies nestled among the French culinary offerings. During their Australian visit, they discovered the local condiment known as chicken salt.
Costco's International Footprint and Future
Costco currently operates 13 stores across various foreign markets, with ambitious plans for further international expansion. The United States remains its largest market with 590 locations, followed by Canada with 107. The company highlights unique regional products, such as 'bear spray' in American stores, sea squirt in South Korea, feijoa fruit in New Zealand, and seafood salad in Spain.
CEO Craig Jelinek has emphasised the company's growth trajectory, stating, 'We still view ourselves as a growth company. We see exciting opportunities, both in existing markets and potential new markets, where our model would be successful.' Costco's international journey began with its first store in Canada in 1985, followed by an expansion into Mexico in 1992. Today, its global presence includes countries like Mexico, Iceland, Sweden, the UK, Spain, China, Taiwan, South Korea, Japan, and New Zealand.
This emerging trend of 'retail tourism' underscores how global brands like Costco create pockets of familiarity for travellers, transforming mundane shopping trips into memorable cultural excursions that blend the comfort of home with the novelty of abroad.
