The legendary “Tuna King” has done it again — paying millions for a single fish prized for luck, prestige, and flavor.
A colossal bluefin tuna weighing 535 pounds — about the size of a standard motorcycle — has just smashed records at Tokyo’s famous Toyosu fish market, selling for an eye-watering 510.3 million yen (around $3.2 million) during the annual New Year auction.
What makes the sale even more remarkable is that it wasn’t a first-time gamble. The winning bidder was once again Kiyoshi Kimura, owner of the Sushi Zanmai restaurant chain, widely known in Japan as the “Tuna King.” This purchase officially tops his own previous record from 2019, when he paid roughly $2.1 million for another prized bluefin.
The tuna is expected to fetch up to $13,360 per kilogram, translating to more than $6,000 per pound once served to diners — turning the fish into one of the most valuable seafood items ever sold.
Kimura explained that the extravagant price isn’t just about business. “It’s partly for good luck,” he said, adding that when he sees a truly exceptional tuna, resisting simply isn’t an option. Despite the price tag, he’s confident it will deliver on taste as well as symbolism.
In Japan, bluefin tuna represents status, craftsmanship, and celebration, especially during the New Year. High-end sushi establishments often compete fiercely for the best specimens, knowing that reputation and prestige can matter as much as profit.
This particular tuna was caught off the coast of Oma, a small town in the Aomori prefecture renowned for producing some of the finest tuna in the world. The region’s unique mix of cold and warm ocean currents creates ideal conditions for premium fish.
As a result, tuna from Oma regularly command higher prices — but even by those standards, this sale has entered legendary territory.
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