How social media has changed souvenir shopping for the better

I’m navigating the treacherous world of Google Translate, trying to book an appointment at Zoff in Tokyo – a trendy Japanese optician shop that turns around glasses in as little as half an hour. I have at least three Instagram reels saved to my account, detailing the process and shouting about how affordable, cool and easy the whole thing is, all the while sharing glimpses of their new specs. 

When I make it to their shop in Ginza, I’m not the only traveller there. English catalogues and a fluent English store manager (with a cool set of frames, naturally) guide me through the whole process. I emerge with a silver Bayonetta-inspired pair of glasses, a tax-deductible receipt and quite possibly the best souvenir I’ve purchased in Japan – if not my favourite ever.

Gone are the days of the postcards, keychains and I <3 NYC t-shirts at gift shops – social media has cast a spotlight onto the curious, customisable and practical souvenir. As younger travellers turn to Instagram and TikTok for ideas for their next big adventure, it’s becoming increasingly clear that souvenirs are more than just about bringing your memories home; they also reflect your lifestyle and values.

Travel content creator Samantha Todd, known as @samtodd online, shares her unique souvenir finds on Instagram. Many of her posts have gone viral, including a video of her buying pyjamas from Schostal in Rome , a heritage brand beloved by Harry Styles. In the post, she shares her experience of buying their classic pyjama set – and addresses comments from prospective travellers to Rome on how she went about it.

“If I’m being honest, the ‘hype’ drew me to Schostal,” she admits. “Even as a social media creator, I’m still so susceptible to being influenced by other’s videos.”

Other viral souvenirs to bring home include custom-made denim from Betty Jeans in Okayama, Maison Bordier butter at La Grande Épicerie de Paris, pistachio chocolate from Dubai and a deluge of skincare to buy when perusing Olive Young , South Korea’s answer to Sephora. Todd adds that the attention can help smaller businesses and speciality stores, as was the case when she featured designer vintage store Atlantis Vintage Tokyo , who gained “tens of thousands of followers” when her video went viral.

“It's really amazing to see the tangible impact that social media can have,” she says.  

According to Todd, part of the shift is not only about social media, but also about travellers’ mindsets changing. People want to purchase high quality products verified by other travellers, and this all plays into their research. 

Sustainability is increasingly at the forefront of people’s minds when they’re on holiday. A 2024 report by Booking.com states that 75 per cent of global travellers want to travel more sustainably over the next 12 months. A push to support local businesses, spurred on following the pandemic, also contributes to this.

“People are more conscious of waste and overconsumption,” Todd explains, “and are looking for ‘souvenirs’ that aren't really souvenirs. 

“Instead of a magnet or some random ornament they'll never look at again, people want something that’s locally made that they'll use in their everyday life,” she continues. 

Given that I’ve used my new Zoff glasses nearly every day since purchasing them, it’s hard for me to disagree. 

Viral souvenirs that are worthy of the hype

Schostal Pyjamas

Where: Rome

Harry Styles’ internet fanbase put Schostal firmly on the TikTok map after the pop star was pictured visiting this historic Rome store. Started by two brothers over 150 years ago, you’ll find the social media savvy filing out with bags full of sumptuous cotton pyjama sets.  

Maison Bordier – Le Beurre Bordier butter

Where: Paris

The butter aisle at opulent department store La Grande Épicerie has become a fixture in Paris travel reels, with many purchasing Maison Bordier’s butter – and for good reason. Crafted with milk from French cows and hand-kneaded, this butter is available in an entire range of salted, unsalted and flavoured versions – but the benefit of buying it at La Grande Épicerie is that they’ll help vacuum seal it for you to carry in your suitcase back home.

Laneige Bespoke Neo Cushion

Where: Seoul

Laneige is up there with South Korea’s biggest skincare brands, but social media is especially fixated on these custom cushion foundations . After booking an appointment online at their Seongsu store, you’ll be asked about your skin type and concerns, be colour matched by an expert and try out several shades of the foundation. Once done, you can personalise your compact and watch as a robot crafts your very own palette.

Jins and Zoff eyewear

Where: Tokyo

Jins and Zoff have long been go-tos for Japanese locals looking for quick, trendy eyewear, but social media has helped put the stores in front of tourist’s eyes. Travellers rave about the affordable prices compared to countries like the US – not to mention a free eye prescription test and turnaround as short as 30 minutes.