In light of the uncertainties brought by Trump’s return to politics and his tariffs, the American public is turning to an unexpected staple—canned fish—as they face pressure to tighten their budgets. This seemingly ordinary item has sparked discussions on social media and has unexpectedly become a barometer for observing consumer behavior.

Recently, the hashtag “canned fish” on TikTok has garnered over 91 billion views. CBS reporter Heisel points out that this craze first appeared during the pandemic and has resurged as economic data shows weakness.

According to Google statistics, searches for “olive oil sardines” have skyrocketed by 4000% in the past 90 days, indicating a significant increase in consumer demand for affordable, shelf-stable, and nutritious food. Testimonial videos show users praising the flavor and texture of sardines, emphasizing that it’s a simple way to genuinely consume fish, thereby overturning stereotypes about the taste of canned fish.

Experts analyze that when individuals confront economic pressures, they naturally gravitate towards affordable, long-lasting food, and canned fish meets these criteria perfectly. Moreover, the canned fish phenomenon is likened to the past “lipstick effect”—during economic downturns, individuals tend to buy low-cost but comforting items. Former Fed Chairman Alan Greenspan pointed out that sales of men’s underwear are also a crucial economic indicator, as men tend to delay replacing undergarments in times of recession, which reflects a contraction in consumer spending.

According to the U.S. Department of Labor, as of the week ending May 10, initial and continuing claims for unemployment benefits have risen concurrently, indicating that companies are being conservative with hiring and that the time for workers to return to the labor market is extending.

In this environment, canned fish has emerged as a “survival food” symbolizing economic pressure, reflecting a shift in consumer habits and becoming the focus of a new social trend.