On the morning of January 5, 2026, a purple sea urchin (Murasaki uni) from Hakodate, Hokkaido was auctioned for an unprecedented 35 million yen (approximately $228,000 USD) at Tokyo's Toyosu Market during the traditional New Year's first auction, known as "hatsuseri." The 400-gram portion translates to an astounding 87,500 yen (about $570) per gram.

This record-breaking bid represents a five-fold increase from the previous year's top uni, which sold for 7 million yen. The winning bidders were a joint team from Sushi Takamitsu, a prestigious sushi restaurant in Nakameguro, Tokyo, and Uni Tora (Tiger Sea Urchin), a specialty uni restaurant chain operated by Beyond Tsukiji Holdings Co., Ltd. The two companies formed a business alliance in November 2025, making this their first joint participation in the New Year auction.

Presented in Traditional Echizen Lacquerware

The winning uni was presented in a specially crafted box made of Echizen lacquerware, a traditional craft from Fukui Prefecture. Branded as "Hadate no Nama Uni" (Hadate Fresh Sea Urchin), it represents the highest quality available at Toyosu Market, excelling in color, grain size, sweetness, and umami flavor.

Converted to a per-kilogram price, this uni works out to roughly ¥87.5 million, far exceeding that day's tuna at ¥2.1 million per kilogram.

Available as a $6,500 Uni Bowl and $10,000 Course

The record-breaking uni will be served to the public in the following ways:

At Sushi Takamitsu:

  • Served as part of a 1.5 million yen ($10,000) course to 16 guests on the evening of January 5th

At Uni Tora Main Store:

  • Available from January 6th as the "First Auction Uni Bowl"
  • Priced at 1 million yen ($6,500) per bowl, before tax
  • Limited to just 5 portions

The Cultural Significance of Japan's "Hatsumono" (First of the Year)

In Japan, there is a deeply rooted cultural tradition of valuing "hatsumono", the first harvest or catch of the season, as auspicious items. Foods traded for the first time in the new year are believed to carry special significance, and consuming them is thought to bring good fortune for the coming year.

The exceptionally high prices at the first auction serve several purposes:

  1. Good Fortune and Prosperity - Securing the "ichiban" (number one) position symbolizes wishes for business success in the coming year
  2. Publicity Value - Major media coverage provides significant brand exposure for the winning restaurants
  3. Honoring Producers - The high bids demonstrate appreciation and support for fishermen and producers who cultivate premium quality seafood
  4. Promoting Japanese Food Culture - The auction helps showcase Japan's fish-eating culture both domestically and internationally

As one Toyosu Market official explained, "The uniquely Japanese tradition of favoring auspicious first catches continues to be passed down to this day."

Why Sea Urchin Prices Are Soaring

In recent years, overall sea urchin prices in Japan have been trending sharply upward. The main factors include:

Environmental Factors:

  • Worsening "isoyake" (barren grounds) due to rising sea temperatures
  • Declining seaweed populations, particularly kelp, which sea urchins feed on
  • Ongoing effects of the devastating red tide that struck Hokkaido in 2021

Market Factors:

  • Decreasing domestic uni supply, particularly from Hokkaido
  • Rising demand for premium seafood driven by inbound tourism
  • Higher prices for imported Russian uni due to yen depreciation

The Ezo Bafun uni (short-spined sea urchin) is particularly vulnerable as it prefers cold water environments. Catches have plummeted dramatically, with 2025 auctions seeing prices as high as 29,000 yen ($190) per 100 grams.

Tuna Also Sets Record on the Same Day

On the same day, a bluefin tuna from Oma, Aomori Prefecture also set an all-time record at 510.3 million yen (approximately $3.3 million). The winner was Kiyomura Corporation, which operates the "Sushizanmai" chain, marking their first winning bid in six years.

The 2026 first auction was unprecedented, with both tuna and sea urchin setting historical records on the same day.

Japan's Position in the Global Sea Urchin Market

Japan dominates the global sea urchin market, consuming approximately 80-90% of the world's total production. While sea urchins are also eaten in Mediterranean countries like France, Italy, and Spain, as well as South American nations like Chile and Peru, Japan's style of consuming uni raw as sashimi or sushi is relatively unique.

In many other countries, sea urchin is more commonly prepared as pasta sauce, incorporated into soups, or used as a cooked ingredient rather than eaten fresh.

Now we'd love to hear from you around the world: Is sea urchin eaten in your country? If so, how is it typically prepared? And what do you think about this $228,000 price tag? Please share your thoughts in the comments!

References