A Japanese sushi chain operator has set a new global milestone after paying a record 510.3 million yen (approximately $3.2 million) for a single bluefin tuna at the first auction of 2026, according to media reports on Saturday.
The purchase, made by Kiyomura Corp., which operates the popular Sushizanmai brand, has been officially recognised by Guinness World Records as the most expensive tuna ever sold at auction.
The prized fish, a bluefin tuna weighing 243 kilograms (536 pounds), was caught off the coast of Oma in Aomori Prefecture, a region renowned for producing some of the world’s highest-quality tuna. The record-breaking sale took place at Toyosu Fish Market in Tokyo, Japan’s primary wholesale seafood hub.
According to Kyodo News, the winning bid marks the highest price recorded since comparable auction data began in 1999, significantly surpassing recent figures. For comparison, the top bid at the 2025 New Year auction stood at 270 million yen (about $1.7 million), highlighting the scale of this year’s record purchase.
Following the acquisition, the tuna was transported to Sushizanmai’s main outlet in the Tsukiji area, where it was ceremonially cut and later served across the chain’s restaurants nationwide. The event attracted attention from both the media and customers eager to taste a piece of the historic catch.
This achievement marks the second time Kiyomura Corp. has earned recognition from Guinness World Records for its high-value tuna purchases. The company previously set a record in 2013 after buying a bluefin tuna for 155.4 million yen (around $980,000) during that year’s first auction.
The New Year tuna auction has long been a tradition in Japan, drawing intense competition among buyers. Industry participants often view the event as a symbol of good fortune for the year ahead, while companies use the occasion as an opportunity to generate publicity and reinforce their brand image.
Experts note that while the prices paid at these auctions often exceed typical market values, the marketing benefits and global attention generated can outweigh the financial cost for major operators like Kiyomura.
In addition to its commercial significance, the auction has become a major tourist attraction. Visitors regularly gather at the observation decks of the Toyosu Fish Market in the early hours of the morning to witness the fast-paced bidding process, which showcases the importance of seafood in Japanese culture and cuisine.
The record-breaking purchase underscores both the enduring appeal of bluefin tuna and the competitive nature of Japan’s seafood industry. It also reflects the continued role of tradition and spectacle in shaping one of the world’s most famous fish markets.
As global demand for premium seafood remains strong, industry observers say such headline-grabbing auctions are likely to continue serving as both economic and cultural highlights in Japan’s culinary calendar.
