Sardines are experiencing the sort of cultural moment millennials had with bacon in 2010s. | Marcel Mochet/AFP via Getty Images

If it feels like your algorithm is being hijacked by tiny, silver fish, you’re not just seeing things; sardines are experiencing a cultural moment right now. From influencers showing off snack plates and skin care tips to fitness experts raving about its high protein content, the internet can’t stop extolling the benefits of the formerly slept-on, salty snack.

It’s a bit like millennials experiencing “bacon-mania” in the 2010s or Gen Z’s more recent obsession with olives and pickles. The hype around sardines has gotten so big that some store owners are hiking up prices, citing increased demand and steep tariffs. Longtime sardine consumers have taken to social media to complain about the budget-friendly meal becoming more expensive and naming one culprit, in particular. “Sardines and canned fish in general being randomly expensive now — we hate you, TikTok,” wrote one X user last week.

The current cultural obsession with sardines isn’t being driven by memes or even insatiable cravings. It’s all about health, beauty, and the Gen Z concept of “-maxxing,” the internet-slang suffix for optimizing a specific area of one’s life. It’s the appropriately affordable snack for an increasingly unaffordable era that has led young people to invest in their self-improvement when they can’t monetarily invest in much else.

Watching social media brag about their sardine consumption feels a bit uncanny. Many of us have gone our entire lives passing up sardines at the........

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