In a stunning display of market dynamics, Kiyoshi Kimura, president of Kiyomura Corp. and owner of the popular sushi chain Sushi Zanmai, paid a record 510.3 million yen (approximately $3.2 million) for a 243-kilogram bluefin tuna at the Toyosu fish market’s prestigious New Year auction on January 5, 2026. This significant sale not only shattered the previous auction record of 334 million yen set in 2019 but also symbolizes the renewed market interest in this once-threatened species.
The prized tuna, caught off the coast of Oma, renowned for its exceptional quality, sold for an average price of 2.1 million yen (or roughly $13,360) per kilogram. Kimura expressed surprise at the soaring price, stating, “I’d thought we would be able to buy a little cheaper, but the price soared before you knew it.” His remarks underline the intense competition among bidders, particularly during this annual event.
This auction marks a significant rebound for the Pacific bluefin tuna population, which has historically faced peril due to overfishing. Experts, including Dave Gershman from the Pew Charitable Trusts, noted that current recovery plans are yielding positive results, emphasizing the importance of sustainable management to prevent future declines.
Kimura, often a dominant figure in these auctions, hopes the draw of this auction will spread excitement and revitalization through his restaurants, encouraging patrons to indulge in what he describes as "auspicious tuna."
The 2026 New Year auction attracted considerable attention, especially after several years of muted sales during the Covid-19 pandemic when tuna prices plummeted. Moving forward, industry leaders aspire to maintain this trend of sustainability while ensuring that bluefin tuna remains a cherished delicacy, celebrated for both its flavor and cultural significance.
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