Kiyomura's Sushi Zanmai Buys Record ¥510.3 Million Ōma Bluefin at Toyosu

Kiyomura, operator of the Sushi Zanmai chain, won the top lot at Toyosu Market’s 2026 New Year tuna auction when it paid a record ¥510.3 million (about $3.2 million) for a Pacific bluefin tuna reported to weigh between roughly 234 and 243 kg. The fish was caught off Ōma, Aomori prefecture, a fishing ground long prized for its richly marbled bluefin.

The purchase continued a well-known New Year tradition in which high bids bring good luck, publicity and attention to both the winning buyer and the fishing port. Owner Kiyoshi Kimura has a long history of bidding at the first auction, and this year’s headline price again put Ōma-grade bluefin in the national spotlight. Toyosu’s first auction remains a moment for restaurants, distributors and fishing communities to show their support for top-quality fish and to shape perceptions of the season ahead.

For fishermen and coastal communities, the headlines matter. High-profile sales highlight the premium value of Ōma bluefin and reinforce demand signals that can affect local markets and branding. Buyers and wholesalers watching ex-vessel prices will be alert to whether attention around this sale translates into steadier premiums for fish landed from the same grounds. At the same time, the publicity is a double-edged sword: it can raise the profile and prestige of a port’s catch while keeping pressure on supply and on how that catch is marketed.

Consumers and restaurant-goers should note that Sushi Zanmai will market the fish at its usual menu pricing per plate, meaning the record purchase price is largely symbolic and promotional. That practice preserves access to high-quality tuna at established price points for everyday diners while generating media attention for the chain and for Ōma as a brand.

The sale also keeps focus on the broader sashimi and sushi sector, where premium bluefin remains a trophy item. Auction results like this shape seasonal narratives about demand and can influence sourcing decisions by chefs and suppliers throughout the year. For fishers, processors and local officials in Ōma, the outcome is a reminder of the commercial and reputational value of producing top-grade tuna.

Expect the Toyosu first-auction drama to continue to set the tone for market conversations in the weeks ahead. Watch upcoming auction tallies and port reports to see whether this record price marks an anomaly tied to New Year symbolism or signals a longer trend in premiums for Ōma bluefin.