(C) CNBC

TOKYO – In a breathtaking display of Japan’s New Year traditions, a massive 243-kilogram (536-pound) bluefin tuna fetched a staggering 510.3 million yen (approx. $35.4 million / 4.7 billion KRW) during the inaugural auction of 2026 at Tokyo’s Toyosu Fish Market. This historic sale marks the highest price ever recorded since data collection began in 1999, shattering the previous 2019 record of 333.6 million yen.

A Battle for Good Fortune
The winning bid was placed by Kiyomura Corp., the operator of the popular "Sushi Zanmai" restaurant chain. The company’s president, Kiyoshi Kimura, often referred to as the "Tuna King," regained his title in spectacular fashion. The record-breaking fish, caught off the coast of Oma in Aomori Prefecture—a region famed for producing the world’s finest "Black Diamond" tuna—was valued at an incredible 19 million KRW per kilogram.

In Japan, the first auction of the year is more than a business transaction; it is a ritualistic event believed to bring "good luck" (kitcho) and prosperity to the buyer’s business for the coming year. Beyond the superstition, the auction serves as a high-stakes marketing battle, as the winning bidder receives massive domestic and international media coverage.

Luxury for the Masses
Despite the astronomical purchase price, President Kimura maintained his tradition of sharing the "luck" with his customers. The tuna was transported to the Sushi Zanmai flagship store in Tsukiji to be carved. Starting immediately, the premium Otoro (fatty belly tuna) is being served at its standard price of 598 yen (approx. $4.15 / 5,500 KRW) per piece.

"I was determined to secure this specific tuna," Kimura told reporters. "While the final price was a bit surprising, my goal is for as many people as possible to enjoy this world-class fish and stay healthy throughout the year."

Beyond Tuna: The Sea Urchin Phenomenon
The 2026 auction proved to be an anomaly across multiple categories. In a shocking secondary development, a 400g tray of Hokkaido Sea Urchin (Uni) sold for a record 35 million yen (approx. $243,000). This price is reportedly five times higher than the previous record set last year, signaling a fierce appetite for ultra-premium seafood despite global economic fluctuations.

Market Context
While the Toyosu Market (which replaced the historic Tsukiji inner market in 2018) remains the epicenter of the global seafood trade, experts note that such record-breaking prices are symbolic rather than representative of actual market value. The 2026 auction reflects a robust recovery in Japan’s tourism and dining sectors, as well as a continued cultural commitment to the prestige of the New Year’s first catch.

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