Unanticipated Findings: Chocolates and Comic Books Lead Brussels Airport's Souvenir Sales Market
Brussels Airport: A Cultural Haven of Belgian Delights
Brussels Airport, Belgium's largest international aviation hub, is not just a transit point for travelers but a cultural ambassador of the country. With over 70,000 to 80,000 international travelers passing through daily, the airport offers a unique shopping experience, showcasing the best of Belgian culture, food, and souvenirs.
Chocolate, a beloved Belgian treat, accounts for about a third of all sales at Brussels Airport. Every minute, 1.5 kilograms of chocolate are sold, totaling 850 tonnes yearly. The world's biggest chocolate outlet, in partnership with Lagardère Travel Retail Belgium, boasts a variety of Belgian chocolate brands.
Top-Selling Chocolate Brands
Neuhaus, a renowned Belgian chocolatier, leads the food souvenir segment. The brand is particularly popular for allowing customers to create personalized chocolate selections at the counter. Leonidas ranks second in popularity, with their milk chocolate tablet with hazelnuts being a favourite, followed closely by their milk chocolate tablet with salted caramel. A new chocolate concept, The Chocolate Shack by West Flemish chocolatier Dominique Persoone, recently opened in July 2025, offering personalized chocolate snacks, which may influence future sales.
Top-Selling Non-Food Souvenirs
In the non-food souvenir category, Tintin-themed items dominate. The Tintin carrier bag is the best-selling non-food souvenir, with plush toys and keyrings featuring Tintin and his dog Snowy also among the top sellers. Smurf-themed souvenirs, created by Belgian cartoonist Peyo, are also among the top ten non-food products, adding to the comic-related variety.
Embracing 'Belgitude'
Brussels Airport aims to be a proud ambassador of 'Belgitude', showcasing Belgian culture in various ways. Info panels about famous Belgians in music, fashion, and sports, as well as photos of Belgium's most beautiful cities and landmarks, can be found in various spots around the airport.
In addition to chocolate and comics, Belgian brands such as Le Pain Quotidien, Exki, Panos, Belle & Belge, Belgorama, and Java are present throughout the airport. The Wave, a concept store selling Belgian designer clothes, is another attraction for fashion-conscious travelers.
At The Chocolate Shack, travelers can create and personalize their own chocolate snack, adding a unique touch to their shopping experience. With the addition of The Chocolate Shack, Brussels Airport continues to innovate and offer travelers a taste of Belgium before they even leave the country.
- Tourists at Brussels Airport can enjoy personalized chocolate selections from the famous Belgian chocolatier, Neuhaus, as part of their tour of the top-selling brands.
- The Belgian food-and-drink section of Brussels Airport also includes Belgian restaurants and concept stores like Le Pain Quotidien, Exki, and The Wave, offering a glimpse into the local eco-lifestyle.
- As part of its mission to embrace 'Belgitude', Brussels Airport showcases various landmarks and photos of Belgium's most beautiful cities, providing travelers with a taste of the country's culture before their tour departs.
