A prized bluefin tuna stole the spotlight at Tokyo’s traditional New Year fish auction, fetching an eye-watering 510 million yen, about €2.78 million, at Toyosu Market. The sale marked the highest price ever paid for a tuna at the famous event and set an extravagant tone for the start of 2026.
A Familiar Face Wins the Biggest Bid
The winning bidder was Kiyomura Corp, led by Kiyoshi Kimura, the well-known owner of the Sushi Zanmai restaurant chain. Kimura is no stranger to headline-grabbing purchases at the annual auction and once again outdid himself, surpassing his own previous record of 334 million yen set in 2019.
Speaking after the sale, Kimura admitted the final price exceeded his expectations. He said he had hoped to pay less, but the bidding escalated rapidly. Despite the cost, he suggested the purchase was about more than business, calling it a gesture of good fortune for the year ahead.
A Tuna Worth Its Weight in Gold
The 243-kilogram Pacific bluefin tuna was caught off the coast of Oma, in northern Japan, an area famed for producing some of the country’s finest-quality tuna. The fish worked out at around 2.1 million yen per kilogram, reflecting its exceptional quality and the prestige associated with Oma catches.
Before the bidding began, the auction floor filled with rows of massive tuna, their tails cut so buyers could closely inspect the meat. Bidders examined colour, texture and fat content, slowly circling the fish as anticipation built before the bell signalled the start of the auction.
Kimura said he had not yet tasted the tuna but was confident it would be outstanding, adding that he simply could not resist when he saw how good it looked.
Tradition, Demand and Sustainability
Hundreds of tuna are sold every morning at Toyosu Market, but prices at the New Year auction are always significantly higher, particularly for top-grade bluefin from Oma. The event is steeped in tradition and seen as both a celebration and a symbol of optimism for the year ahead.
Pacific bluefin tuna has long been in high demand for sushi and sashimi, a popularity that once pushed the species toward threatened status due to overfishing and climate pressures. In recent years, however, conservation measures have helped stocks begin to recover, offering some hope that the delicacy can remain part of Japan’s culinary culture without jeopardising its future.
