How tinned fish got a hot girl rebrand

Everyone is snacking on seafood

Critics say the craze is a byproduct of the economic downturn. Image: iStock

Once the protein of choice for those hanging out until payday, preserved seafood has soared in popularity in recent months thanks largely to social media.

Kris Jenner works hard, but the hot girl marketing team works harder. Walks, summers and now…tinned fish - it may seem like there’s no rhyme or reason to hot girl-ifying the mundane.

We analyse how something is awarded the ‘hot girl’ moniker and why tinned fish deserves to be the latest addition. 

A brief history of hot girlification

Coined by Megan Tha Stallion on her 2019 track Hot Girl Summer the hot girl trend was born. Like moths to a flame, women found resonance in a fad that wouldn’t cost them a thing, was going to happen anyway (because like, seasons change… duh) and gave them license to release the shackles of societal expectation if only for a few months of the year.

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The ‘hot girl summer’ trend implies a prioritisation of embracing the ‘hottest’ or most self-assured and least rule-abiding version of oneself all under the warm rays of the summer sun. 

Similarly, the hot girl walk gained popularity two years later due to its accessibility, $0 price tag and the satiation of a different kind of need – taking care of one’s body and mind through the simple yet effective act of walking. 

Why is tinned fish the latest hot girl trend?

So how does TikTok’s latest hot girl obsession with tinned fish fit into all of this? Like walks and summer, tinned fish is widely accessible and has the girls on TikTok talking.

In addition to simply tasting good, this trend appeals to women wanting to reject the commodification of female diets to only include ‘beige’ and non-offensive foods such as leafy green salads, oatmeal, smoothies and avocado toast. The hot girl tinned fish eater isn’t afraid of stinky breath. She eats for pleasure and experience. Rather than throwing money at being hot, she simply and effortlessly elevates the otherwise ordinary. 

Take TikTok creator Danielle Matzon for example. In a video with 207.5k views, she stands in her kitchen eating tinned mussels on a cracker as a pre-dinner snack. TikTok user @lauren42701 sums up the hot girl energy in the video of Matzon eating her fishy pre-dinner snack perfectly, commenting “The hair not being tucked behind the ears with fish sauce dripping everywhere has ignited something in me.” Hot. Girl. Shit. 

@dzaslavsky

pre dinner tinfish pregame #tinnedfish #chilli #snacks

♬ original sound - DANIELLE

The fishy fad has become so popular that tinned fish sales rose 10 per cent in the US last year, according to Euromonitor International, and the industry is estimated to reach over $11 billion dollars by 2027, according to Industry ARC. 

What are the critics saying?

Every trend will have its fair share of backlash and TikTok’s heralding of tinned fish as the new hot girl snack isn’t immune, with critics saying the craze is a byproduct of the economic downturn. They might be right as Choice magazine reports 94 per cent of Australians are battling increased living costs and 87 per cent are concerned about how they’re going to foot their grocery bill, making a cheap can of tuna a more appealing option to put in your shopping basket.

In a video with over 100k likes, critic Allison O’Conor describes the tinned fish trend as, “the most well-branded indicator of economic downturn” she has ever seen. O’Conor says every tinned fish video she sees feels like a psyop and describes hot girls having tinned fish date nights as girls “eating canned tuna on the couch as a date” and that it’s “giving great depression”.

Another critic, @itsneetie points out the fact that not all cans are actually that affordable with boutique tinned fish brands capitalising on the fad. She calls out Fishwife’s $33 3-pack of canned salmon as an example of this. Of course, when it comes to artisanal fish like this, you’re paying for the ethical raising, high-quality product and aesthetic packaging of your canned seafood.

So why can we get behind the trend?

While some may be less eager to fork out Fishwife prices for their hot girl salmon snack, an average can of supermarket salmon will set you back less than $5 and with TikTok’s tips on how to eat the preserved seafood it’s guaranteed to beat your afternoon peanut butter on a rice cracker. 

A core part of the Mediterranean diet and packed with Omega-3 fatty acids, this hot girl food can be great for your body and your brain. Registered dietitian Amy Richter says science has linked the beneficial fatty acid to potentially helping with depression and anxiety, reducing inflammation, improving bone health, bettering your sleep and maybe even your menstrual pain. 

In the words of the ultimate hot girl herself, Paris Hilton – “That’s hot.”

Originally published as How tinned fish got a hot girl rebrand