A prized bluefin tuna has fetched an astonishing price at Tokyo’s famous New Year fish auction, setting a new record and grabbing headlines across Japan.
A Record-Breaking Catch at Toyosu Market
At the first auction of 2026, held before dawn at Tokyo’s Toyosu fish market, a 243 kilogram Pacific bluefin tuna sold for an incredible 510 million yen, around €2.78 million. The celebratory New Year sale is known for eye-catching prices, but this year’s winning bid surpassed all expectations.
The buyer was Kiyomura Corp., led by Kiyoshi Kimura, the owner of the well-known Sushi Zanmai restaurant chain. Kimura, a familiar face at these auctions, beat his own previous record of 334 million yen set in 2019.
Why This Tuna Was So Special
The tuna was caught off the coast of Oma in northern Japan, an area famed for producing some of the country’s highest-quality bluefin. Oma tuna are prized for their rich flavour and perfect balance of fat, which makes them especially desirable for sushi and sashimi.
At the auction, bidders carefully inspected rows of massive, torpedo-shaped fish, examining colour, texture, and fat content before the bell signalled the start of bidding. The winning tuna worked out at roughly 2.1 million yen per kilogram.
Kimura later admitted he had hoped to pay less, but the excitement quickly drove the price higher. He said the purchase was partly about celebrating the New Year and bringing good fortune, adding that he simply could not resist such a beautiful fish.
Tradition, Luck and Sustainability
While hundreds of tuna are sold daily at Toyosu, prices soar during the New Year auction, especially for top-quality catches like those from Oma. These headline-grabbing sales are seen as both a business investment and a symbol of optimism for the year ahead.
Pacific bluefin tuna were once considered threatened due to overfishing and climate pressures. However, conservation measures have helped stocks begin to recover, offering hope that this iconic species can remain central to Japan’s food culture for generations to come.
