Best-selling souvenirs at Brussels Airport feature chocolate delicacies and comic books
Belgian Chocolates and Comic-Related Merchandise Dominate Souvenir Sales at Brussels Airport
Belgium's Brussels Airport has cemented its reputation as a proud ambassador of Belgian culture, with sales of Belgian chocolates and comic-related merchandise dominating souvenir sales.
The airport, which receives approximately 70,000 to 80,000 international travellers daily, is the world’s largest chocolate retailer, selling around 850 tonnes of chocolate annually or 1.5 kg per minute. Chocolate products account for about a third of all sales at the airport.
Neuhaus, a renowned chocolate manufacturer, is the most popular choice among customers at Brussels Airport. The brand's customizable chocolate selections have proven to be a hit, with Leonidas milk chocolate tablets with hazelnuts and salted caramel following closely behind. In July 2025, a new chocolatier, Dominique Persoone's The Chocolate Shack, opened, allowing travelers to personalize their chocolate snacks, potentially influencing future sales.
In the non-food souvenir category, comics-related items are the best sellers. The Tintin carrier bag is the airport's best-selling souvenir in the comics category, followed by plush toys and keyrings featuring Tintin, his dog Snowy, and the Smurfs, all iconic Belgian comic characters.
Brussels Airport showcases Belgian culture by displaying info panels about famous Belgians in various fields and photos of Belgium's most beautiful cities and landmarks. The airport also houses a concept store called 'The Wave', selling Belgian designer clothes, and features Belgian brands and concepts such as Le Pain Quotidien, Exki, Panos, Belle & Belge, Belgorama, and Java throughout the premises.
While other products like Belgian beer, designer clothes, and local brands have a presence, they do not rival the sales figures of chocolates and comics memorabilia. The airport's focus on promoting Belgian culture through its souvenir offerings has proven to be a successful strategy, making Brussels Airport a "chocolate-filled gateway" to Belgian culture.
[1] Brussels Airport Company. (n.d.). Retail & Dining. Retrieved from https://www.brusselsairport.be/en/retail-dining
[2] De Waele, L. (2021, March 16). Brussels Airport: the world's largest chocolate retailer. Retrieved from https://www.brusselsairport.be/en/news/brussels-airport-the-world-s-largest-chocolate-retailer
[3] The Chocolate Shack. (n.d.). Retrieved from https://www.thechocolateshack.com/
[4] The Chocolate Shack opens at Brussels Airport. (2021, July 15). Retrieved from https://www.brusselsairport.be/en/news/the-chocolate-shack-opens-at-brussels-airport
- Tourists at Brussels Airport, besides buying Belgian chocolates, can also find a variety of souvenirs that showcase Belgium's culture, like comics-related merchandise, Belgian designer clothes, and home-and-garden products in 'The Wave' concept store.
- The layout of Brussels Airport feels like a home-and-garden tour, decorated with info panels about famous Belgians in various fields and photos of Belgium's most beautiful cities and landmarks.
- In the realm of eco-friendly tourism, Brussels Airport offers an innovative chocolate experience with Dominique Persoone's The Chocolate Shack, allowing travelers to personalize their chocolate snacks.
- While shopping for souvenirs, tourists at Brussels Airport will encounter numerous local brands selling everything from design clothes to beverages, yet the sales figures consistently lag behind those of chocolates and comics memorabilia.
