Who says it is the NBC television channel, on the Today Show – the TV programme that sets the trends in the United States. 

It airs every morning on NBC and is considered the morning show with the greatest cultural and media impact on American television. After “Barbie Summer” and “Brat Summer”, the “Today Show” featured a segment on this summer’s biggest trend: the sardine. The report was filmed at the store “The Fantastic World of the Portuguese Sardine”, in Times Square, New York.

With Google searches for the term “Sardine” having tripled since 2023, NBC’s latest report reveals impressive figures: by 2030, the global canned fish market is expected to surpass 61 billion dollars. At the heart of this boom is the Portuguese sardine — more specifically, the one shining bright in Times Square.

The “Sardine Summer” phenomenon has its epicentre in canned goods: colourful, vintage tins with strong graphic identity have become symbols of style and authenticity. More than just food, the sardine can has turned into a coveted object, featured in design accessories, viral posts and fashion campaigns across the globe. This return to a relaxed Mediterranean aesthetic embraces simplicity and celebrates products with cultural heritage.

The surge in online searches confirms the trend: Portuguese canned goods now stand alongside luxury handbags and sardine-printed bikinis. From Aveiro to the world, the Portuguese sardine has become a global summer icon — and the store The Fantastic World of the Portuguese Sardine is now its most visited showcase.

NBC highlights what sets the Portuguese Sardine apart: artisanal preserves made with Portuguese know-how and a store in Times Square that turns this legacy into an experience. Among shelves lined with tins, visitors taste recipes like “Grilled Sardine with Peppers” or the exclusive “Portuguese Gold”, featuring edible gold flakes.

The store’s presence in Times Square, inaugurated in August 2023, reinforces the brand’s commitment to bringing Portuguese tradition to the global stage — in line with other brands that have turned national trends into international phenomena.

Today, the sardine holds a place of honour: it’s a summer gastronomy star thanks to its nutritional value, and it has earned “superfood” status. But it goes further — it has become a true cult accessory, much like the “Barbiecore” phenomenon that took over social media and wardrobes in 2023.

This international recognition is strategic for the Portuguese Sardine, as it strengthens the emotional bond with the public, boosts online business and increases brand awareness in international markets. The emphasis on sustainable fishing — through the ongoing MSC (Marine Stewardship Council) certification process — adds credibility and differentiation.

NBC’s report comes at a time when luxury retail giants — and not only — are replicating sardine aesthetics in their merchandising, a clear sign that the trend has already leapt from social media to the shelves of global consumer culture. Watch the report here: https://www.today.com/video/why-sardines-are-having-a-moment-in-summer-2025-240959045948