A single tuna stole the spotlight at Tokyo’s Toyosu fish market this New Year, fetching a record price and drawing attention from seafood lovers and industry insiders alike.
A Tuna That Made History
At the first auction of 2026, a massive 243-kilogram bluefin tuna sold for 510 million yen, or about €2.78 million, setting a new record. The winning bid came from Kiyomura Corp., owned by Kiyoshi Kimura, the founder of the popular Sushi Zanmai chain. Kimura has won the top spot at the annual New Year auction multiple times in the past and surpassed his own record of 334 million yen from 2019.
Kimura admitted afterward that he had hoped to pay less, but the bidding quickly escalated. “The price shot up before you knew it,” he said, adding that buying a prized tuna is partly a tradition for good luck.
What Makes This Tuna So Valuable
The tuna was caught off the coast of Oma in northern Japan, a region famous for producing some of the highest-quality bluefin in the world. At 2.1 million yen (€11,500) per kilogram, this fish represents the pinnacle of sushi-grade seafood.
During the predawn auction, bidders examined rows of torpedo-shaped tuna, tails removed so the color, texture, and fat content could be closely inspected. Kimura said the fish’s appearance made it irresistible, and while he had yet to taste it, he expected it to be exceptional.
Tradition and Conservation in Focus
While hundreds of tuna are sold daily at Toyosu, prices soar during the New Year auction, especially for the premium Oma catch. The event is as much about celebrating tradition and welcoming good fortune as it is about business.
Pacific bluefin tuna were once considered threatened due to overfishing and climate change, but careful conservation efforts have helped their populations recover, allowing Japan’s iconic seafood culture to continue thriving.
