Record $3.2M Bluefin Tuna Sale at Tokyo's New Year Auction

Tokyo's Toyosu Market Sees Historic Tuna Auction

In a stunning display of tradition and extravagance, a massive 243-kilogram (535-pound) Pacific bluefin tuna sold for a record-breaking 510 million yen (approximately $3.2 million USD) at Tokyo's Toyosu Fish Market on January 5, 2026. The New Year's auction, known as hatsueri, saw sushi chain owner Kiyoshi Kimura reclaim his title as 'Tuna King' with this historic purchase, breaking his own previous record of 334 million yen set in 2019.

The Tuna King's Record Bid

Kiyoshi Kimura, president of Kiyomura Corp. which operates the popular Sushi Zanmai restaurant chain, couldn't resist the high-quality fish caught off the coast of Oma in northern Japan. 'I had hoped the winning bid would be lower this year, but the price shot up before I realized it,' Kimura told reporters after the auction. 'When I see a good tuna, I just can't resist making a bid.'

The colossal fish fetched approximately $13,360 per kilogram ($6,060 per pound), making it the most expensive tuna ever sold at auction. This marks Kimura's ninth victory at the prestigious New Year auction since 2012, cementing his reputation as Japan's most dedicated tuna enthusiast.

Cultural Significance of the New Year Auction

The annual hatsueri auction at Toyosu Market (formerly Tsukiji) represents more than just commerce—it's a deeply rooted Japanese tradition symbolizing renewal, prosperity, and good fortune for the coming year. Hundreds of buyers gather before dawn, with the first auction setting the tone for Japan's fishing industry and seafood market.

Anoma van der Veere, correspondent for Japan, described the scene: 'Hundreds of screaming men in blue caps and yellow boards stand ready at five in the morning for the first fish auction of the year, prepared to bid millions. But for the ninth time since 2012, sushi restaurant owner Kiyoshi Kimura comes out on top.'

Conservation Success Story

This record-breaking sale comes amid a remarkable recovery for Pacific bluefin tuna populations. According to NOAA Fisheries, the species has exceeded international rebuilding targets a decade ahead of schedule, reaching 23.2% of its potential unfished spawning stock biomass in 2022. This represents a dramatic turnaround from just 2% in 2009-2012 when the species was severely threatened by overfishing and climate change.

The recovery resulted from coordinated international efforts through organizations like the Inter-American Tropical Tuna Commission and Western and Central Pacific Fisheries Commission, which implemented science-based conservation measures starting in 2011. 'The Pacific bluefin tuna population has achieved a significant recovery milestone,' notes a report from The Billfish Foundation.

From Auction to Sushi Counter

Despite the astronomical purchase price, customers at Sushi Zanmai restaurants will pay standard menu prices of around 500 yen per sushi roll. Kimura plans to distribute approximately 10,000 pieces of sushi from his record-breaking tuna across all 46 locations of his restaurant chain.

'The media attention, promised luck, and high quality of the first catch are enough reason for Japanese to dig deep into their pockets at the annual hatsueri,' explains van der Veere. 'Kimura has promised to offer the ten thousand pieces of sushi he can get from today's win in all 46 branches of his sushi chain, hoping to recoup some of the costs.'

The auction also reflects optimism about Japan's economy under the new administration of Prime Minister Sanae Takaichi, Japan's first female prime minister. As the global demand for premium seafood continues, this record-breaking sale highlights both the cultural importance of traditional Japanese food practices and the successful conservation efforts that have allowed this prized species to thrive once again.