Uogashi Hatsuzeri (The First Fish Auction of the New Year)

What Is Uogashi Hatsuzeri?

Every January 5, wholesale markets across Japan hold "Hatsuzeri," the first trading session of the new year. The most famous of these is the New Year's first auction at Tokyo's Central Wholesale Market (Toyosu Market, formerly Tsukiji Market), known as the "kitchen of Japan," which draws worldwide attention as a symbol of economic vitality at the start of the year. With energetic shouts ringing through the air as fresh seafood is auctioned off one after another, it's a powerful display of Japan's food culture.

The New Year's Highlight: Record "Celebratory Prices" for Giant Tuna

The biggest highlight of Hatsuzeri is the bidding for large bluefin tuna. The very first tuna sold at the New Year's auction is often treated as the year's ultimate symbol of good fortune, and bidders frequently pay far above the usual market price -- a so-called "celebratory price."

• Record-breaking sales: At the first New Year auction held at Toyosu Market in 2019, a 278 kg bluefin tuna from Ōma, Aomori Prefecture, sold for 333.6 million yen. Then, at the 2026 first auction, a 243 kg Ōma bluefin sold for 510.3 million yen, smashing that record.
• The meaning behind the high bid: Paying a premium price for the year's first tuna is also a show of confidence and enthusiasm from merchants -- a way of expressing hopes for a prosperous year and a thriving industry.

January 5 is a day to reconnect with the bounty of the sea that we benefit from every day, through the energy and excitement of this New Year tradition.

Toyosu Market and the Evolution of Japan's Food Infrastructure

The market moved from Tsukiji to Toyosu in October 2018, but the auction systems and the passion behind them remain unchanged. Once Hatsuzeri concludes, fresh seafood finally begins arriving in earnest at sushi restaurants and fish shops across the city. January 5 is also the day market workers begin the year's "duties" anew, carrying the mission of delivering safe, reliable food to the public.

Fascinating Facts About Hatsuzeri

• Inspection before bidding: Before the auction, wholesale buyers examine the cut cross-section of each tuna's tail and use a hand hook (tekagi) to take a small sample of flesh, judging fat content and quality.
• Hand signals (te-zeri): Auctions use a unique system of hand and finger signals to indicate prices, where split-second decisions can make all the difference.
• The Ōma brand: Bluefin tuna from Ōma, Aomori Prefecture, caught by methods such as single-line fishing, are the stars of the first auction -- as of 2026, the top-priced tuna had come from Ōma for 15 years in a row.
• Where "uogashi" comes from: From the Edo period until it burned down in the 1923 Great Kanto Earthquake, Tokyo's fish market stood on the riverbanks (kashi) near Nihonbashi, which is why fish markets came to be called "uogashi."
• Sanbon-jime: A rhythmic, celebratory hand-clapping ritual performed before and after the auction, wishing for a safe and prosperous year.

Receiving a Year's Worth of Vitality and Abundance

Uogashi Hatsuzeri sweeps away any lingering stagnation and delivers a burst of delicious energy across Japan. The fish brought to market, infused with the passion of everyone involved, nourish not just our bodies but our spirits too. On January 5, treat yourself to sushi or sashimi made from the season's freshest catch, and share in that vitality and craftsmanship -- a refined, energizing flavor perfectly suited to the start of a new year.

Tips for Enjoying Hatsuzeri Day

• Check the evening news or newspaper to find out where this year's top tuna came from and how much it sold for -- a fun way to gauge the economic mood of the year.
• Visit a local sushi restaurant or fish shop to try seafood from the season's first shipment, savoring a true taste of the new year.
• Take a moment to feel grateful toward the sea, fishermen, and everyone involved in the market, and enjoy your meal a little more mindfully than usual.
• Read about or watch videos on Japan's fish culture to appreciate the depth of tradition and skill behind it.

The Power of the Open Sea, Brought to Your New Year's Table

January 5 is the day all of Japan comes alive with the energetic shouts of the auction floor. Just as fish that have braved rough waters bring vitality to the market, may your year ahead be just as dynamic and full of rich rewards. May today leave you feeling satisfied, energized, and ready to take on the new year with confidence!