Record-Breaking $3.2 Million Bluefin Tuna: Why Japan's First 2026 Auction Hit an All-Time High
Toyosu Market Sets Historic Record
On the early morning of January 5, 2026, Tokyo's Toyosu Fish Market hosted its traditional New Year tuna auction. When the bell rang at 5:10 AM to signal the start, the auction floor erupted with energy.
The day's top prize—known as the "ichiban maguro" (first tuna)—was a Pacific bluefin tuna from Oma, Aomori Prefecture. Weighing 243 kilograms (535 pounds) and fetching ¥2.1 million per kilogram, the final price reached an astounding ¥510.3 million ($3.2 million USD). This shattered the previous record of ¥333.6 million set in 2019 by nearly $1 million.
The winning bidder was Kiyomura Corporation, which operates the popular "Sushi Zanmai" chain nationwide. This marked the company's first ichiban maguro victory in six years, since 2020.
What Exactly Is "Ichiban Maguro"?
"Ichiban maguro" doesn't simply mean the first tuna auctioned—it refers to the tuna that commands the highest price at the New Year's first auction. This fish earns the title of "number one" through its exceptional quality and the astronomical bid it attracts.
Japan has a deep cultural appreciation for "hatsumono" (first things of the season), and seafood traded at the year's opening auction carries special significance as a good luck charm. Bidders pay "goshugi souba" (celebratory prices) to pray for business prosperity and bountiful catches, and tuna—often called the "diamond of the sea"—receives the most attention.
Oma-caught tuna has claimed the ichiban title for 15 consecutive years. The Tsugaru Strait, where three ocean currents converge, provides rich plankton-filled waters that produce exceptionally fatty, high-quality bluefin.
Why Did the Price Reach $3.2 Million?
Quality Assessment
This year's winning tuna was selected for its superb fat marbling and beautiful red color. Buyers evaluate quality by examining the tail cross-section—the fat content visible there indicates the quality of the prized "otoro" (fatty belly) portion.
Professional buyers inspect each fish with flashlights before bidding begins. Kiyomura's staff noted that this particular fish had excellent fat content while maintaining a strikingly beautiful lean meat color.
Celebratory Pricing and Marketing Value
New Year auctions traditionally command prices far above normal market rates. Bidders pay a premium to celebrate the new year and pray for economic prosperity.
The event also generates massive publicity through TV broadcasts, newspaper coverage, and social media. For bidding companies, the marketing value is immense. Kiyomura's president, Kiyoshi Kimura, is known as the "Tuna King" and has become a fixture of Japan's New Year celebration.
Six Years of Rivalry
From 2021 to 2025, the ichiban maguro was consistently won by a partnership between wholesaler "Yama Yuki" and the "ONODERA GROUP." Kiyomura's return to the winner's circle after six years intensified the bidding war, driving prices to record heights.
President Kimura told reporters: "I want the economy to improve. It was expensive, but I worked and worked and worked and worked and worked to win this bid."
How Much Does the Fisherman Earn?
The ¥510 million price tag sounds like a dream, but how much actually reaches the fisherman who caught it?
This year's prize-winning tuna was caught by Toyoichi Ito, a 60-year-old fisherman from Oma with 45 years of experience. He told reporters: "The amount is so far removed from normal prices. It feels like a dream—I was completely shocked."
According to industry sources, fishermen typically receive about 80% of the auction price, but must pay market fees (approximately 12%) and taxes (income tax around 45%, plus resident tax at 10%). After deductions, the fisherman's take-home amount is estimated at roughly 40% of the final bid—approximately ¥200 million ($1.3 million).
Where Can You Eat the Record-Breaking Tuna?
The winning tuna was transported to Sushi Zanmai's flagship store in Tsukiji for a public cutting ceremony that afternoon, then distributed to all 46 nationwide locations.
Remarkably, this $3.2 million fish is served at regular menu prices: ¥398 for lean meat, ¥498 for medium fatty tuna, and ¥598 for fatty tuna (before tax). A 243-kilogram tuna yields approximately 12,000 pieces of sushi.
President Kimura expressed his philosophy: "I want as many people as possible to eat this good-luck fish and feel energized."
What About the Second-Place Tuna?
While the ichiban maguro captures headlines, this year's "niban maguro" (second tuna) also drew attention. It was purchased by the ONODERA GROUP and Yama Yuki—the partnership that had won the top prize for the previous five consecutive years.
The price? Just ¥2.75 million ($18,000)—a fraction of the record bid. Market insiders confirm that the quality difference between first and second place is negligible. The ichiban price is purely ceremonial, not a reflection of taste superiority.
Conservation Success Story
Pacific bluefin tuna was once classified as endangered due to overfishing. However, international catch limits and conservation efforts have led to significant population recovery in recent years.
The 2024 stock assessment showed populations had recovered to approximately 23% of historical levels. With catch quotas increasing 60% for 2025-2026, consumers may soon enjoy more accessible bluefin at reasonable prices.
A Japanese New Year Tradition
Japan's New Year tuna auction transcends mere commerce. It serves as an economic barometer, inspires fishing communities with the dream of a big catch, and delivers good fortune to consumers eager for an auspicious start to the year.
Many observers react to the ¥500 million price tag with disbelief. But behind the headlines lies Japan's cultural reverence for seasonal firsts, respect for the fishing industry, and hope for prosperity in the coming year.
Does your country have special New Year food traditions or market ceremonies? Are there any foods that command premium "good luck" prices like Japan's ichiban maguro? We'd love to hear about your traditions!
References
- https://www.cnn.com/2026/01/05/travel/japan-bluefin-tuna-record-auction-intl-hnk
- https://www.nbcnews.com/world/asia/bluefin-tuna-sells-record-32-million-auction-tokyo-fish-market-rcna252288
- https://www.seafoodsource.com/news/supply-trade/top-tuna-at-toyosu-sells-for-usd-3-2-million-in-record-breaking-first-auction-of-2026
- https://hypebeast.com/2026/1/record-510-3m-oma-bluefin-headlines-toyosu-2026
- https://www.nippon.com/ja/japan-data/h02264/
Reactions in Japan
¥500 million!? That's not even a fish price anymore... But this is Japan's New Year tradition. I look forward to President Kimura's pose every year.
Selling a ¥500M tuna for ¥398 is obviously a loss. But thinking of it as advertising cost, getting hours of TV coverage is actually cheap.
The tuna caught by Mr. Ito from my hometown sold for ¥500M! It's the pride of Oma. Happy to see recognition for fishermen who risk their lives.
Honestly, I can't grasp spending ¥500M on food. Think how many people that could help... But it's Japanese culture, so outsiders shouldn't judge.
There's a theory that first auction tuna prices correlate with stock prices. Over ¥500M this year. Will 2026 be the year of economic recovery!?
Fisherman's take is said to be about ¥200M, but after boat maintenance and fuel costs, considering years of hardship, it's fair. It gives people dreams.
Congrats to Sushi Zanmai on reclaiming the throne after 6 years! President Kimura's 'work and work and work' comment is somehow energizing lol
Bluefin recovery is great, but events promoting excessive consumption? Hope this becomes an opportunity to think about sustainable fishing.
Surprised the second tuna was only ¥2.75M. Such a gap between 1st and 2nd? They say the taste is almost the same though.
Saw '$3.2 million tuna' reported in overseas news! Happy to see Japanese food culture shared with the world.
My izakaya could never handle a tuna at that price... But events like this keep Japan's seafood culture alive and exciting.
Fish market first auction culture dating back to the Edo period. The form changes, but the spirit of celebrating the new year remains.
So becoming a fisherman means a chance to become a millionaire overnight!? Romantic, but reality is probably harsh...
¥500M tuna... Back in the day, even ¥10M was big news. Feels like inflation or maybe we're just becoming numb to these numbers.
Even after moving from Tsukiji to Toyosu, this energy hasn't changed. Definitely going to watch next year too!
$3.2 million for a fish!? That's a house in New York. I get Japan's passion for fish, but this price is purely marketing. Still, it's a pretty cool tradition.
In France, Beaujolais Nouveau release day is somewhat similar. Giving special meaning to the year's first transaction is quite poetic, I think.
We have Sushi Zanmai in Singapore too, so maybe I can try this ichiban maguro! Can't believe you can eat a $3.2M tuna for just $2.50.
Sushi is popular in Australia too, but paying $3.2M for a fish is unimaginable. Still, Japan's respect for craftsmanship and culture is truly admirable.
In Spain, we eat grapes on New Year's Eve for luck. New Year good luck traditions are universal. But $3.2 million is on another level!
As a Brit, this looks like peak excess. But understanding the cultural context, it's not just luxury—it's also support for fishing communities.
As a German, it's hard to justify this amount logically. But I understand it as tradition and respect for fishermen. Efficiency isn't the only value.
We catch tuna on Canada's Pacific coast too, but these prices are unthinkable. Japan's passion for food culture is unmatched in the world.
Italy has Mediterranean bluefin, but we've never seen auctions like this. Japan's dedication to fresh fish is like our passion for pasta.
Raw fish is popular in Korea too, but these first auction prices are uniquely Japanese. Food culture varies so much even within Asia.
NZ media reported it as about $5.6M NZD. That's not a year's salary for us—it's closer to a lifetime's worth!
From an environmental perspective, I worry this event encourages overfishing. But news about stock recovery is good. Balance with sustainability matters.
In Russia, we eat Olivier salad for New Year, but we don't spend millions! Japan's dedication to their traditions is always surprising.
As an American, I honestly thought 'crazy' at first. But researching it, I see it supports fishermen, preserves culture, and forecasts the economy. Deep.
In Brazil, eating lentils on New Year brings money luck. Japan's first auction tuna is similar—a good luck charm. Different cultures, same wishes!