A single bluefin tuna stole the spotlight at Tokyo’s traditional New Year fish auction, selling for a price that stunned even seasoned buyers.
A Dawn Sale That Made History
At the first auction of 2026 at Tokyo’s Toyosu fish market, a 243 kilogram bluefin tuna was sold for a record 510 million yen, roughly €2.78 million. The sale took place in the early hours of Monday morning, when traders gathered for the annual event that often sets the tone for the year ahead.
The winning bid came from Kiyomura Corp., owned by Kiyoshi Kimura, the man behind the popular Sushi Zanmai restaurant chain. Kimura is no stranger to headline-grabbing purchases at this auction, and this year he surpassed his own 2019 record of 334 million yen.
Why This Tuna Was Worth Millions
The prized fish was caught off the coast of Oma in northern Japan, an area renowned for producing some of the country’s best-quality tuna. Oma bluefin are especially valued for their rich flavour and balance of fat, making them a favourite among top sushi chefs.
As the auction began with the ringing of a bell, buyers walked among rows of massive tuna, closely inspecting the colour, texture and fat content of the meat. The winning fish ended up costing about 2.1 million yen per kilogram, reflecting its exceptional quality and reputation.
Kimura later admitted he had hoped the final price would be lower, but said the bidding escalated quickly. He added that buying the top tuna is partly about welcoming good fortune in the New Year, and partly about not being able to resist a truly outstanding fish.
Tradition, Demand and a Fragile Resource
Although hundreds of tuna are sold every morning at Toyosu, prices soar during the New Year auction, especially for premium catches from Oma. The event is as much about tradition and symbolism as it is about business.
Pacific bluefin tuna were once considered threatened due to overfishing and climate change. In recent years, however, conservation efforts have helped stocks begin to recover, offering cautious optimism that this iconic species can continue to play a central role in Japan’s food culture.
