When 26-year-old Gaby Lask flew from her home in Orlando to spend Thanksgiving with extended family in Los Angeles, she had just one request: to visit Erewhon. Erewhon is a Los Angeles-based luxury grocery store chain known for its celebrity collaborations and infamously high prices. Hailey Bieber's Strawberry Glaze Skin Smoothie, for example, is named for the model who also runs a skincare brand, and it costs $20.
That smoothie drew in Lask, who runs Instagram and TikTok accounts documenting her meals under the handle @kiko_eatz. Smoothies at Erewhon can easily top $20 each. (Photo by Sally French) “When I started seeing the Hailey Bieber smoothie and beautifully curated aisles all over my social media feeds, I knew I had to go check it out for myself,” she says.
Lask is in good company. The concept of "grocery store tourism" — where travelers make a point of visiting grocery stores to enjoy the local fare — went viral on TikTok in 2024. A screen grab from Gaby Lask's Instagram account, @kiko_eatz.
And in Los Angeles, where iconic grocery stores and international food markets have long been a staple, grocery store tourism has been popular for years — well before it became a TikTok trend. Amid recent wildfires that have impacted Los Angeles, these markets remain a vital part of the city’s cultural fabric, offering connection through food. Locals and tourists alike use them to hunt for regional food products or Instagram-worthy snacks.
But often, the appeal is far .