A bluefin tuna sold for a record-breaking price at Tokyo’s Toyosu fish market, drawing international attention and highlighting the enduring symbolism of the New Year’s auction in Japan’s seafood industry.

The 243-kilogram bluefin tuna sold for 510.3 million yen, or about $3.2 million, during a pre-dawn auction on Monday. The fish was purchased by Kiyomura Corp., a company that operates the Sushi Zanmai restaurant chain. Company president Kiyoshi Kimura, a frequent participant in the annual auction, placed the winning bid.

“I was surprised at the price,” Kimura told reporters, according to Agence France-Presse. “I thought we would be able to buy it a little cheaper, but the price soared before you knew it.”

Kimura has a history of setting records at the New Year’s auction. In 2012, he paid 56.5 million yen for a bluefin tuna, followed by a then-record 155 million yen purchase in 2013. In 2019, he again captured headlines with a 333.6 million yen bid, reinforcing his reputation for aggressive bidding.

The Toyosu fish market, which replaced the historic Tsukiji market in 2018, is known for commanding high prices at its first auction of the year. These events often attract tourists and media attention, as they symbolize good fortune and prosperity. Last year’s top tuna sold for 207 million yen to Onodera Group, another major sushi chain that said it planned to serve the fish nationwide.

Monday’s auction began at 8 p.m. Eastern time, or 9 a.m. local time in Tokyo. After the sale, the tuna was prepared and served to customers at Kimura’s restaurants.

“I feel like I’ve begun the year in a good way after eating something so auspicious as the year starts,” one diner told AFP.

While the prices may seem extraordinary, industry experts note that the New Year’s auction is as much a marketing event as it is a business transaction, celebrating tradition, craftsmanship and optimism for the year ahead.