- A luxury Portuguese tinned fish store just opened in the middle of Times Square in NYC.
- Sardines deboned by hand and mixed with gold flakes are sold in a gold ingot-shaped can for $44.
- Tinned fish has gone viral on social media over the last year, in part because of affordability.
A store entirely dedicated to tinned seafood recently opened in the middle of NYC’s Times Square — right under the giant Olive Garden, across from the M&M store, with a view of the New Year’s Eve ball from the front door.
Tinned fish has been having a viral moment this past year. Videos on TikTok featuring different types of canned seafood have amassed millions of views, and brands like the buzzy LA canned-fish startup Fishwife have blown up. Although the affordability factor likely had a hand in the trend’s popularity — tins often come in at under $3 — luxury and premium tins that cost up to $50 have also been spotlighted.
Decorated in a whimsical magical library-type theme with floor-to-ceiling shelves lined with stacks of canned fish, the Fantastic World of the Portuguese Sardine definitely falls into that second luxury and premium category (at least in terms of its prices), and the store has seen its own share of social media attention. But its launch at the height of the trend in the US might be more of a happy coincidence than anything else.
Tinned fish is an important and engrained part of other food cultures outside of the US, like in Portugal and Spain. The Fantastic World of the Portuguese Sardine is already an established brand across Portugal, but the Times Square store is its first international location.
Though — like many New Yorkers — I typically avoid going to Times Square as much as humanly possible due to the crowds, I made a special trip to 48th street to see what this tinned fish fantasy was all about.
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