At the first auction of 2026 at Tokyo's Toyosu Fish Market, a 243-kilogram bluefin tuna sold for a record 510,3 million yen (approximately 3,2 million USD). This is the highest price in the history of New Year's auctions, dating back to 1999, when comparable statistics began to be kept. The previous record of 333,6 million yen also belonged to the winner of this year's auction.

The buyer was Kiyomura Corp., which operates the popular sushi restaurant chain Sushi Zanmai. Company president Kiyoshi Kimura, known as the "Tuna King" and a regular participant in the annual auctions, admitted to reporters that he had expected a lower price. "I thought we could get it cheaper, but the price skyrocketed before I knew it," he said after the auction.

Tuna caught off the coast of Oma in Aomori Prefecture—a region renowned for Japan's finest bluefin tuna—has become a symbol of good luck for the coming year. Traditionally, the first tuna at the New Year's auction is considered a lucky charm.

Kiyoshi Kimura has repeatedly set records: in 2019, he paid 333,6 million yen, in 2013, 155 million yen, and in 2012, 56,5 million yen. Last year, the first tuna sold for 207 million yen to Onodera Group.

The auction began around 5:00 a.m. local time and, as usual, attracted a crowd of tourists and journalists. Shortly after the sale, the tuna was cut and delivered to Sushi Zanmai restaurants across the country, where it will be served at regular prices.

One of Kimura's restaurant guests shared his impressions: "I feel like I started the year off well, eating something so auspicious at the beginning of the year."

The Toyosu New Year's auction remains a vibrant event, highlighting the cultural significance of bluefin tuna in Japan. Despite past problems with overfishing, stocks are now recovering thanks to conservation measures.