The Fantastic World of the Portuguese Sardine

A store dedicated to canned sardines in the heart of Times Square. How unique. It does also sell some octopus and squid as well. It is a beautiful and visually stunning store. The staff are friendly and knowledgeable. It is however expensive but given the location and decor it is understandable. If you have a sardine aficionado you could buy a can of sardine for the birthday labeled with year of birth and some interesting facts from that year.

Overpriced, yes. Canned fish and you can get a can by the year you were born or special occasion (I think i saw back to 1937 at least). Definitely can get better Portuguese sardines at the Eataly for cheaper.. that says something. Definitely a tourist trap.

What an unexpected gem! A tinned fish shop right in the heart of Times Square is as random as it sounds. The sight of millions of colorful tinned sardines decorating the store was both epic and, indeed, fantastic. Initially skeptical about spending a premium on tinned fish without understanding what made it special, I took a leap of faith (or craziness) and brought a tin home. It turns out, this shop represents the oldest fish-in-the-tin business from Portugal, with NY being their first foray into going global. I opted for the sardines in olive oil, a seemingly standard choice that packed a surprise with its slightly smaller sardines compared to what you typically find in supermarkets. The tenderness, delightful aroma, and complex flavors of these sardines were a rather shock. Four pieces simply weren't enough. Learning about the shop's heritage added a layer of appreciation for the product, despite the near $20 price tag for a tin feeling super steep, especially in a tourist-centric area. Yet, considering its uniqueness and quality, it could make for an excellent gift idea. Encountering this store was a quirky, memorable experience, emblematic of New York's unexpected surprises. Definitely worth a visit for anyone looking to experience a slice of Portugal in the city or searching for a unique, high-quality yet random gift.

**Interesting but Overpriced** Its is definitely unique, but it felt a bit overbranded and commercialized. The shop has a fun atmosphere, but the prices are quite high for what you get. The sardines are beautifully packaged, but it feels like you're paying more for the packaging than the actual product. It's worth a visit if you're in the area, but I wouldn't go out of my way for it.

The Fantastic World of the Portuguese Sardine is a multicolored store smack in Times Square. Having read about it in the New York Times, Age and I were eager to see this European import. As we entered and saw the steep prices for each tin I had to steady myself as i was ready to keel over. $19+ for a can of sardines with aromatics? One can? Skinless and boneless sardines for $33? Varieties of fish like Smoked Sole retailed for $46.40. Mackerel filets were a bit cheaper at $16.90. The store proclaims that Portugal has been making fine sardines since 1942. We wondered if some sardines had gold in them considering how pricey they were? Apparently one does. How about buying a tin with your birth year called “Timeless Sardines?” These will set one back only $15. We both considered it but realized that it would be a white elephant. If we opened to eat it the tin would have to be tossed. If we kept it would it be displayed on a mantle piece.

Really neat STORE! In one of the worlds most popular locations! Extremely fun environment the staff is also knowledgeable! “Nooo the year on the can isn’t when the SARDINE was produced” lol Stop in some time 🌍

We found The Fantastic World of the Portuguese Sardine as one of New York Time Square’s hidden gem. It is a unique sardine/produce market that may classify as well as a souvenir shop. We found that the prices per can are beyond steep but with how they have designed the place and the different types of cans/sardines this place must identify itself as a premium market. We can understand that this place isn’t for everyone but it’d be surprised to hear if people can’t appreciate a well decorated store. The place kind of reminds us a Wes Anderson movie for some reason. Anyway The Fantastic World of the Portuguese Sardine is a must see.

It's amazing that there can be a shop dedicate completely to selling sardines. The shop itself is very fancy and uniquely designed.

i've been meaning to come here since it's opening because my papa is a rabid sardine enthusiast. workers were friendly, one girl with dark braids was awesome and really helpful. i love that you can get 100 years of sardines. i got my dads bday year and some smoked salmon. it's expensive, and i'm looking forward to if they develop more variety in product offerings. i absolutely LOVE the decoration. so whimsical and fun!! "no quotes this time, i went alone" - amelia

This is a beautiful place! I came here while on Spring Break with my daughter in NYC. The place is so amazing, it feels like you are walking into a different world! There are many different varieties, like the ones with your birth year. Some with some of Portugals most popular locations like Lisbon, Azores and soon. I feel these are for decorations. They are filled and can probably be eaten but why would you want ot open something so pretty? The employee there was very warm and welcoming. The place looked clean and I love the music they were playing. Its a beautiful place and a greta place to get a gift for you or someone you love.

So I had just returned from Portugal when I saw on TV that this place had opened! It's much smaller than the original ones in Portugal but it definitely has the essence. But sooo expensive the cans are very pretty very artful so I would love to display it in my kitchen. ok is it sardine? It art ? $118 for 6 sardines cans? The reg w skin is $12 each n the one wo skin, in olive oil is $20. As if Americans love canned fish...

Gorgeous and whimsical store slinging tinned sardines and other fish. It's very colorful inside and resembles a magical carnival themed bookstore, with shelves lined with tinned cans chronologically arranged from 1916 to present day. There were also tinned cans that resembled gold bars which, according to the helpful salesperson, are deboned by hand by some of the factory's oldest and most experienced workers and speckled with gold leaf. If sardines are not your preferred fish of choice, there are other options ranging from $19-46. I purchased a timeless tin ($15) and thought that it was very plump and rich in flavor albeit a little expensive for what basically amounted to four sardine filets. I think I would have liked the gold tin because it is deboned and deskinned, but at $44, I find it too steep of a price tag.

I expected some magic with the way this store is named, and when I walked in, I was awestruck and not in the best way. Yes, the display and walls look cool and whimsical, but when you look at the prices, well, they're a bit... crazy. These sardine cans are expensive! Who wants to spend $15+ on sardines?? I thought about buying one to try and maybe, just maybe, I could justify the price. Nope, I couldn't do it. I'll just have to hope that someone will one day splurge on a can for me, because I'm not doing it for myself, and I love sardines. :(

What an unexpected gem! A tinned fish shop right in the heart of Times Square is as random as it sounds. The sight of millions of colorful tinned sardines decorating the store was both epic and, indeed, fantastic. Initially skeptical about spending a premium on tinned fish without understanding what made it special, I took a leap of faith (or craziness) and brought a tin home. It turns out, this shop represents the oldest fish-in-the-tin business from Portugal, with NY being their first foray into going global. I opted for the sardines in olive oil, a seemingly standard choice that packed a surprise with its slightly smaller sardines compared to what you typically find in supermarkets. The tenderness, delightful aroma, and complex flavors of these sardines were a rather shock. Four pieces simply weren't enough. Learning about the shop's heritage added a layer of appreciation for the product, despite the near $20 price tag for a tin feeling super steep, especially in a tourist-centric area. Yet, considering its uniqueness and quality, it could make for an excellent gift idea. Encountering this store was a quirky, memorable experience, emblematic of New York's unexpected surprises. Definitely worth a visit for anyone looking to experience a slice of Portugal in the city or searching for a unique, high-quality yet random gift.

What sardines in Times Square ? Well why not that is how I feel lately trying to walk down here with all the Tourist standing around now taking selfies.. At first I was thinking you crazy to pay $19.95 for a can of sardines But on the other hand his is an excellent gift option for those who love trying new and unique food products. These sardines is a true representation of the rich culture and heritage of Portugal, that at one time ruled the seas, And I also found out that some cans that have a number represents the different years of packaging, making it an interesting and diverse addition to any collection, if that is what you want to do. I saw tourist buy a few cans to try out and for gift to give to friends when they get back home. They told me the sardines are of excellent quality, and the packaging is also quite impressive and they have gift sets and boxes too. The colorful and vibrant designs of the packaging make it an attractive and eye-catching product that is sure to stand out on any shelf. And you could also just eat them, it's the same as having a $$$ bottle of wine with friend, Now you can add some sardines too to the spread, Maybe they should also sell crackers or toasted bread here so you be all set.

Wanna-be Disneyland shop with $15 tins of Sardines.... I don't think so. It wasn't a good idea in Portugal, it's an even worse idea for NYC.

I was fascinated by the store front when I walked by. I originally thought "Portuguese Sardine" is code name for something trendy / exotic - turns out it literally is a wonderland of Portuguese sardines! Lol I was intrigued by the idea and aesthetics and had to check it out! It's like walking into a library, museum and amusement park of sardines all in a beautifully decorated setting! It's like the magic kingdom of sardines! There are cans and cans and cans of sardines on all walls from floor to ceiling in vivid and vibrant colors! Everything was organized, curated and presented perfectly and impeccably!! They are also arranged in chronological order - from the earliest dating back to 1916 and then all the years to date! The cans are artistically and beautifully designed! Great birthday gift ideas especially for sardine/fish/nautical enthusiasts. They also have a lot interesting and unique flavors. Sardine aficionados would go nuts for this place! The pieces are on the higher side for sure given the location and novelty of the place. I absolutely love and enjoy walking and admiring and being immersed in all that beautiful sardine can galore. However I probably wouldn't buy anything for myself given the price tag - maybe as fun gifts for friends though!

Saw this vibrant shop while walking through Times Square and needed to go in. Once inside it's clear it's a circus themed shrine to canned fish. An entire store full of Sardines, prepared every which way, in colorful tins. Such a novel idea! A friendly and knowledgeable employee gave me the full run down on the hand canned Portuguese delicacies. I explored the tins along the walls with dates going back 100 years (I think). I found my birth year, 1977, and asked the obvious question. "When was this canned?". I consider myself young at heart, but wouldn't want to eat anything that many years old. He said everything was canned in the last couple of years and it's most definitely delicious and edible. I also learned from my birth year tin that Shakira is the same age as I am. Fun pop culture and film trivia are on the front of each one. You can even get gold bar cans of sardines. There's a separate section that has different kinds of fish, and octopus which sounded incredible. As badly as I wanted to buy a couple of cans, these were out of my budget. If I were a bigger sardine fan, I would consider. In truth, these would make great gifts for the tin fish lover, so I'll keep an ear out for anyone that might be. I had a really great time walking around exploring the shop, and if they have a sardine tasting, I would be up for that. I was told interactive events and tastings would be coming soon!

The Fantastic World of the Portuguese Sardine is a multicolored store smack in the heart of Times Square. Having read about in the New York Times, Age and I were eager to see this European import. As we entered and saw the steep prices for each tin I had to steady myself as I was ready to keel over. $19+ for a can of sardines? One can? Skinless and boneless sardines for $33? Varieties of fish like Smoked Sole retailed for $46.40. Mackerel filets were a bit cheaper at $16.90. Portugal has been making fine sardines since 1942 but did they have to cost so much? At these prices we wondered if some sardines had gold in them? Apparently one does. How about buying a tin with your birth year called "Timeless Sardines?" These will set one back only $15. We both considered it but realized that it would soon become a white elephant. If we opened to eat it the tin would have to be tossed. If we kept it would it be displayed on a mantle piece or eventually gather dust in a box. Several employees are working here and the store resembles a book store with tins lined up beautifully. By the end of our tour of this uber expensive store I needed smelling salts to revive myself.

WIthin an one mile radium in the heart of Times Square, there's a world of M&M, a world of donuts, so why not a world of preserved fish, too. More specifically, Portuguese sardines. As to how well this acquired taste delicacy might fare in a tourist area is still a question, needless to say, there are capitals to play around with in order to have the courage to open at a prime real estate. Instead of a whimsical world of cocoa sweetness, in this circus-themed shop, even staff uniforms resemble clowns/elves, which make shopping not only a fun, but entertaining experience. The specialty tins are all 'sardine packed' with a variety of interesting sauces and oils and not just the supermarket versions. It is also an educational lesson here as each tin is stamped with a year, which you will then learn a significant event that happened. What a fun marketing strategy! The tin cans are beautiful crafted and designed as well, which also serve as well collectibles and souvenirs. This shop is heaven for sardine aficionado for sure, but also for people who appreciate the arts and cultural history.

After having spent time in Portugal and not being able to find a good sardine since, no one was more excited than me when I heard about this place. And of course I expected some mark-up due to the location...... but $15-30 for a tin or sardines? This is just obnoxious and more than quadruple the price in some cases. A friend recommended portugalia marketplace dot com and they have a vast collection at normal prices that ships quickly.