The low thermal conductivity of organic phase change materials limits the performance of latent thermal energy storage (TES) systems. Inspired by fractal theory, this study proposes an innovative 180° fractal fin for enhancing the thermal performance of latent TES systems. The effects of length ratios (l) and fractal levels (N) are numerically investigated employing the enthalpy-porosity method. Compared with traditional rectangular fins, the results indicate that the 180° fractal fins reduce the integral average value of the maximum velocity by 2.24%–48.51%, which indicates the suppression of natural convection by the latter. Increasing l and N result in a general increase in melting time. Compared to the TES systems without fins and with rectangular fins, the 180° fractal fins can respectively reduce melting time by up to 88.79% and 28.00%, increase integral average Nusselt number by up to 7.30 times and 34.21%, and enhance energy storage power by a maximum of 8.55 times and 38.71%. Moreover, flow viscous entropy generation can be neglected compared to thermal entropy generation. In contrast to rectangular fins, the employment of fractal fins leads to a maximum reduction of 90.06% and 99.10% in total frictional entropy generation and thermal entropy generation, respectively.