A colossal bluefin tuna made headlines at Tokyo’s Toyosu fish market, selling for a jaw-dropping 510 million yen (€2.78 million) during the first auction of 2026.
A Tuna Fit for the New Year
The 243-kilogram fish was purchased by Kiyomura Corp., owned by Kiyoshi Kimura, the familiar face behind the popular Sushi Zanmai restaurant chain. Kimura, a regular at the New Year auctions, smashed his own previous record of 334 million yen (€1.82 million) set in 2019. Speaking to reporters, he admitted he had hoped for a lower price, but the bidding quickly escalated.
Why This Tuna Stood Out
Caught off the coast of Oma in northern Japan, the fish came from a region famed for producing some of the country’s finest tuna. At 2.1 million yen (€11,500) per kilogram, the fish is prized for its colour, texture, and rich fat content. At the predawn auction, buyers examined the torpedo-shaped fish with their tails removed, inspecting every detail to ensure they were getting the best quality. Kimura said that while part of the purchase is a traditional gesture of good luck for the New Year, he also simply could not resist an exceptional fish.
Tradition, Demand, and Conservation
While hundreds of tuna are sold daily at Toyosu, prices soar at the New Year auction, especially for Oma tuna, which carries a reputation for excellence. Pacific bluefin tuna, once threatened due to overfishing and climate change, has seen its population slowly recover thanks to conservation efforts. The record-breaking sale highlights both the enduring demand for top-quality tuna and the deep cultural and economic significance of these auctions in Japan.
