Editorial team, Stockholm
Product guidance and customer support
Reviewed against current Stinky Fish Challenge product, delivery, and challenge-prep guidance.
Checked against the current bundle strategy, outdoor opening advice, and first-time challenge setup used across the store.
Structured summaries for high-intent readers who want the direct answer before the long-form context.
To host a surstromming challenge that feels organised, treat it like a structured outdoor tasting instead of a chaotic prank. Start by choosing an outdoor location with a stable table, water for the opening method, a clear serving area, and disposal bags ready before guests arrive. Then decide whether the group is sharing a single can, comparing multiple products, or opening a guided bundle so everyone understands the format. Authentic Swedish surstromming becomes much easier to manage when portions are small, accompaniments are prepared in advance, and one person handles the opening while others stay back. If you are filming, set up the camera angle first so there is no scramble once the lid is pierced. Buyers who plan the sequence, prep the food, and explain the rules beforehand usually get stronger reactions, cleaner footage, and a better tasting than hosts who make the opening itself the only plan for the event.
First-time guests should prepare for a surstromming challenge by wearing outdoor-friendly clothes, eating lightly beforehand, and understanding that the opening smell will be stronger than the taste. Hosts should tell guests in advance whether the group is trying a single can or a bundle, what accompaniments will be available, and whether everyone is expected to take a full bite or just a small tasting portion. The smoothest events have gloves, napkins, drinks, serving plates, and a clear disposal plan already in place, because the experience gets messy only when preparation starts after the can is opened. Guests should also know that authentic surstromming is usually served with flatbread, potatoes, onion, and sour cream, not eaten as a pure dare. That context matters because first-time tasters handle the challenge better when they know it is a real Swedish food ritual with a structure, not only a reaction clip.
The Stinky Fish Challenge has become one of the most popular food challenges on social media, and for good reason. The reactions are genuine, the stakes feel high, and the shared experience creates memories (and content) that last. Whether you are hosting a small gathering with friends or planning a larger event, here is how to make your surströmming challenge legendary.
Before your guests arrive, make sure you have everything prepared. There is nothing worse than scrambling for supplies once the can is open.
Essential supplies:
For the full experience (optional but recommended):
For filming:
Location is everything. You must be outdoors. A garden, park, or beach works perfectly. If you are in a shared outdoor space, give your neighbours fair warning. The smell travels.
Set up a table with your supplies laid out and ready. Place the bucket of water on a stable surface near the opening spot. Have a separate "tasting station" a few steps away where participants will eat. This keeps the opening area clean and gives people a moment to compose themselves between the opening and the eating.
Lay down newspaper or plastic sheeting under the opening area. Brine splashes are almost inevitable, and they are not pleasant to step in.
The can opening is the main event before the tasting. Build it up. Gather everyone around, start filming, and have the designated opener follow the underwater method for the cleanest results. If you want maximum drama, skip the water and go for a direct open, but warn everyone to stand back.
The moment the can opens is where the best reactions happen. Capture those first waves of the aroma hitting your participants. This is the content that gets shared.
A scoring system adds structure and competitiveness to your challenge. Here is a simple framework:
Reaction Score (1-10): Rate how well each participant handles the initial smell. Staying calm earns higher points, while gagging or running away scores lower.
Taste Test Score (1-10): Each participant must eat at least one piece of surströmming. Score based on how much they eat and how they handle it. Eating it on tunnbröd with accompaniments shows commitment.
Style Points (1-5): Bonus points for presentation, commentary, or going back for seconds. Deductions for spitting it out or refusing to participate after committing.
Total possible: 25 points per participant.
Keep a whiteboard or scoreboard visible for added fun. Announce scores dramatically after each round.
The best surströmming challenge videos share a few common traits:
Start with the buildup. Show the bulging can, explain what surströmming is for viewers who do not know, and capture the nervous anticipation of your participants.
Film the opening from multiple angles. One wide shot of the group and one close-up of the can being opened. If you have two phones, use both.
Catch the first reactions. The seconds immediately after the can opens are gold. Keep the camera rolling and let the reactions speak for themselves.
Show the tasting. Reactions to eating are often even better than reactions to smelling. Capture the first bite, the chewing, the swallowing, and the aftermath.
Keep it authentic. The best challenge videos are genuine. Do not fake reactions or exaggerate. Real surströmming provides more than enough natural drama.
Film vertically for TikTok and Reels, horizontally for YouTube. Or film wide and crop later.
Having the right drinks available makes a significant difference:
Avoid carbonated soft drinks, as the fizz can amplify the aftertaste.
Cleanup is not glamorous, but it is essential:
Do not leave the cleanup for later. The smell intensifies over time if waste is left sitting out.
Have fun with it. The Stinky Fish Challenge is about shared experience, laughter, and pushing your comfort zone. Whether your guests love it or hate it, the memories and the footage are worth it every time.
Ready to take the challenge? Grab a can from our shop and tag us when you post your video.