TikTok fever in Budapest: young people line up for QQ Express Asian stores

In recent months, more and more videos have appeared on TikTok and other social platforms, where young people enthusiastically show what it’s like to shop at QQ Express. The specialty of the Budapest stores is that customers can prepare ramen or pho soups on site – this provides spectacular content on social media and makes shopping an experience.

QQ Express is the brand of Asia Food Family Kft., which started in Budapest in 2024. In a short time, they opened two stores: one on Bercsényi Street in the 11th district, and the other on Teréz Boulevard in the 6th district, right near the Nyugati Railway Station. In addition to the well-known instant noodles, the range also includes special snacks, tapioca pearl drinks, exotic soft drinks and previously hard-to-find Asian ingredients.

Although there have been Asian stores in Budapest before – such as the DunaPanda or Ázsia Center stores – QQ Express stands out from the crowd with its interactive experience. The soups cooked on site and the authentic atmosphere appeal specifically to active social media users. It is no coincidence that lines often form at the checkout due to the TikTok effect: shopping here is not just shopping, but also a social experience.

The concept of QQ Express is very similar to the operation of Asian convenience store chains, such as 7-Eleven, FamilyMart or Lawson. These stores are successful worldwide because they combine quick shopping with an experience: they offer fresh food, drinks and convenient services. QQ Express is smaller in scale and focused on Budapest, but it follows a similar logic – offering exotic flavors and experiences to young consumers.

It differs from global chains in that it does not target everyday shopping, but rather an audience looking for a gastronomic experience. Its customer base is mainly young people, who often come specifically under the influence of TikTok videos. This positioning provides strong appeal in the short term, but the question for the future is whether QQ Express will be able to follow the success of international examples in the long term and spread more widely.