National Chocolate Fish Day is observed in New Zealand every May 10, celebrating the beloved Kiwi confectionery known as chocolate fish. This treat consists of pink or white marshmallow shaped like a fish and coated in a thin layer of milk chocolate. The origins of chocolate fish date back to the early 20th century, with the first known mention in a 1903 advertisement. By 1937, marshmallow-based chocolate fish were being produced in Dunedin, and they have since become a popular reward for accomplishments in New Zealand culture. Chocolate fish are often found in convenience stores and gas stations, and they are associated with the phrase "Give that kid a chocolate fish" as a token of appreciation. The holiday encourages people to enjoy chocolate fish and share them with friends and loved ones, often promoted through social media with the hashtag #NationalChocolateFishDay.