The first tuna auction of the year in Tokyo always carries a hint of showmanship, but this time the numbers truly stole the spotlight. A massive Pacific bluefin sold for an eye watering 2.8 million euros at the city’s main wholesale fish market, turning one fish into a symbol of ambition and celebration. The annual event is watched closely because it is part tradition, part culinary bragging rights, and part marketing moment for anyone hoping to start the year with a headline.
The winning bidder was Kiyoshi Kimura, the owner of the Sushi Zanmai restaurant chain and a familiar name whenever record prices appear. Often described as the “tuna king,” he secured the top catch at Tokyo’s Toyosu market, the modern successor to the famous Tsukiji site. The prized tuna weighed 243 kilograms and was caught off Japan’s northeastern coast, a detail that only added to the excitement around the sale. Hina reported that Kimura later said he expected to pay less, but the bidding surged quickly.
In local currency, the final price was 510.3 million yen, making it the highest figure recorded since comparable data began being collected in 1999. That context matters because these auctions can swing wildly depending on supply, mood, and the competitive instincts in the room. On opening day, buyers are not only paying for the fish itself, they are paying for the story that comes with it. A record purchase can translate into long lines, eager diners, and weeks of buzz for the restaurant that lands the win.
The New Year tuna auction has become a kind of culinary theater where craftsmanship, status, and spectacle meet under bright lights. For sushi lovers, the idea of a top grade bluefin being carved into delicate slices is irresistible, even if the price feels surreal. For the market and the fishing industry, the attention is a reminder of how deeply Japan values seafood culture, especially when it comes to bluefin. It is also a signal that, at least for one day, optimism can be measured in yen.
The previous record was set in 2019, when a 278 kilogram bluefin sold for the highest price of that era, shortly after the move from Tsukiji to Toyosu. While the location has changed, the emotion of the first auction has stayed the same, with tradition pushing buyers to go bigger than logic might suggest. It is a yearly snapshot of how food can become both luxury and legend in a single bid.
What do you think about record breaking food auctions like this, is it a fun tradition or an extravagant excess? Share your thoughts in the comments.
