I visited the viral tinned fish store in NYC’s Times Square that sells $19.60 cans of tuna and $44 hand-deboned sardines with edible gold flakes

• 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.