Louisiana influencer endures world’s smelliest food in viral Surströmming stunt

A Louisiana man who routinely pushes the envelope with extreme-food videos has released a clip of himself tasting Surströmming, the traditional Swedish delicacy made from fermented Baltic herring. The video, posted to Instagram, has racked up more than 9 million views and has sparked a wave of reactions from viewers who watched as he described the dish’s infamous odor and endured the aftereffects.

James Ellingsworth, a roofing sales company manager with more than 55,000 Instagram followers, said the stunt was inspired by a wave of online videos showing people struggling to open the can and endure the smell. “That is by far the most disgusting thing I’ve ever tried in my life,” he told Jam Press after filming the tasting. The clip begins with Ellingsworth pulling the can from its packaging, then immediately reacting as the aroma hits his nostrils. He described the scent with a graphic comparison and pressed on, attempting to salvage the moment with a buttered brioche bun in an effort to blunt the fishy flavor. Still, the bite was enough to force a pronounced gag and a rapid retreat outside for fresh air.

Ellingsworth recalled that the experience intensified quickly. “The smell was so bad that I had to wash my utensils with bleach, vinegar, and salt numerous times,” he said, noting he left the cleaning mixture in place for days in an attempt to eradicate the odor. He added that he “had to shower – lather, rinse, repeat twice – then brush my teeth about three times.” After attempting to breathe through the moment, the content creator stepped back to collect himself, ultimately finishing the tasting on camera.

The stench described by Ellingsworth is consistent with Surströmming’s reputation. The dish—fermented Baltic herring—has long been cited by food enthusiasts and critics as one of the world’s most pungent foods. In this case, Ellingsworth’s clip also included commentary about the can’s appearance, with bulging seals prompting speculation among viewers that the product may have started decomposing before opening. Some commenters warned that the gas buildup in an overripe can can pose safety hazards, while others criticized the late-night, high-odor content for its potential to deter viewers from trying similar experiments.

Reaction to the post was mixed but largely dismissive of the dish’s appeal. Viewers described the moment with terms like “flies and dry heaving,” and several noted that the takeaway should be cautionary about canned foods that show signs of gas buildup. Still others commented that the spectacle was entertaining, even as they declined to try Surströmming themselves. A few critics questioned the integrity of the can, with one commenter claiming the product looked “bad” and suggesting it may have expired, while another argued that the dish should have been prepared outdoors given its notorious aroma.

Surströmming is a traditional Swedish delicacy that has long drawn curiosity and controversy from food lovers worldwide. The dish’s odor—so strong that it is often opened outdoors—has cemented its place in discussions of extreme foods. Ellingsworth’s video places the dish squarely in the same realm as other viral culinary stunts that highlight cultural foods through extreme sensory experiences rather than traditional tastings. The influencer said the inspiration for his post came from watching other videos in which people struggle to open the can and endure the smell, a sequence that often fuels engagement on social platforms despite the strong reactions it provokes. He also noted that, despite the challenge, he would consider trying Surströmming again, signaling that the appeal of such stunts for his audience remains strong even after an intense reaction.

Editors note: The video is part of a broader trend in culture and entertainment coverage surrounding food curiosity and cross-cultural tasting experiences, which has become a staple of social media culture. Ellingsworth’s experience underscores the risks and rewards of extreme-food content and the enduring curiosity about foods that push the boundaries of flavor, odor, and cultural norms.