The Stinky Fish Challenge started as a joke—a way to introduce my American friends and host family to surströmming while I was living in the U.S. Back in Sweden, it’s a dish I eat like a everyday dish, but seeing their reactions was hilarious. They gagged, laughed, and couldn’t believe people actually eat it. What really surprised me was that, after the initial shock, they wanted more. Not to eat themselves, but to share the experience with their own friends.

Word spread, and soon I was sending cans to people all over who wanted to expose their friends to the stinky fish challenge. What started as a funny way to share my culture has grown into something bigger—now we’ve sold over 7,000 cans. It’s more than just fish, it’s about creating shared moments, laughter, and a little bit of daring fun.