Tuna King Pays Record $3.2 Million for First Catch of 2026

Kiyoshi Kimura, the head of the Kimuraya Corporation and proprietor of the renowned Sushizanmai restaurant chain, secured the very first Pacific bluefin tuna of 2026. This acquisition took place at the traditional New Year’s auction held at the Toyosu Fish Market. The winning bid amounted to 510.3 million yen, which converts to approximately 3.2 million US dollars. This staggering figure establishes a new record for the highest price ever paid for a single fish at these annual opening day proceedings.

The prized catch weighed an impressive 243 kilograms. It was harvested off the coast of Oma, a location within Aomori Prefecture celebrated throughout Japan for its premium seafood offerings. Analyzing the cost per weight, this particular specimen commanded a record-breaking 2.1 million yen for every single kilogram. Mr. Kimura, affectionately known in Japan as the “Tuna King,” stated that the purchase was motivated by a desire to usher in good fortune for the coming year and to offer a gesture of support to the general public. He admitted that the final bidding figure surprised him, as he had anticipated securing the fish for a price closer to the 300 or 400 million yen range.

Following a well-established custom, this highly coveted tuna will be served to patrons at Sushizanmai establishments at regular menu prices. This practice effectively transforms an extravagant purchase into an accessible public event. The tradition surrounding the first tuna sale of the year at Toyosu—the market that relocated from Tsukiji in 2018—serves as a potent symbolic gesture. It skillfully blends deeply held beliefs in prosperity with a sharp marketing strategy aimed at drawing in customers.

Mr. Kimura himself holds the previous record, set in 2019, when he paid 333.6 million yen for a slightly larger tuna weighing 278 kilograms. In stark contrast, the atmosphere during the 2021 auction, impacted by the COVID-19 pandemic, saw the price for the premier tuna drop significantly to just 20.84 million yen. Looking further back, Kimura’s history of high-stakes bidding includes notable purchases of 56.5 million yen in 2012 and 155 million yen in 2013.

Beyond the immediate commercial excitement, these high-profile auctions draw considerable attention from environmental advocacy groups. There is positive observation that the recovery plan implemented for the Pacific bluefin tuna population back in 2017 appears to be yielding results, with stock levels showing signs of replenishment. Experts are now stressing the necessity of establishing a comprehensive, long-term sustainable management plan by 2026 to guarantee the continued health of the species.

Kiyoshi Kimura, whose Sushizanmai chain represents a significant force in Japan’s competitive restaurant sector, emphasized that his victory in the 2026 auction was also intended as a morale boost for the nation’s economy. As Sanae Takaichi, who became Japan’s first female Prime Minister in October 2025, navigates the challenges of economic stimulation, this landmark auction purchase acts as a powerful cultural statement embodying hope and the spirit of recovery.