Shokubunka Co., Ltd. (Higashi-Azabu, Minato-ku, Tokyo; Representative: Akifumi Hagiwara), which operates gourmet and fresh food e-commerce sites, will sell the first auction bluefin tuna from the early morning auction at Toyosu Market (Tokyo Metropolitan Central Wholesale Market) on January 5, 2026. The tuna will be processed into sashimi-grade cuts and blocks for general consumers and sold in limited quantities through Toyosu Ichiba Dot Com and Umaimon Dot Com.
The Toyosu Market First Auction: An Annual New Year Tradition That Captures National Attention
Among all the activity, the "Number One Tuna" fetching the highest bid has become a symbol of New Year prosperity and good fortune, taking center stage in news coverage and public discussion. This year's first auction saw the top tuna sold for 510.3 million yen amid spirited bidding calls.
First auction tuna typically flows to professional establishments such as sushi restaurants and dining venues, with very limited opportunities reaching general consumers. With the desire to "let more people taste this special New Year tuna," Toyosu Ichiba Dot Com processes the bluefin tuna from the first auction into easy-to-handle cuts and blocks for home delivery.
Natural Bluefin Tuna Selected by Toyosu Market Tuna Specialist Wholesaler Yonehiko
https://www.tsukijiichiba.com/user/collection/1408
Yonehiko Tuna Specialist Wholesaler Executive Director Katayama
The tuna being offered is Oma tuna from Aomori Prefecture's Oma region, purchased at the same first auction as the Number One tuna. The selection was made by Yonehiko Executive Director Katayama, a specialist tuna wholesaler. "There were fish landed last year and fish landed this year, which made selection difficult, but I chose ones with good color. Oma truly stands apart from other regions—the meat quality is excellent, and I believe people will enjoy the delicious flavor of genuine bluefin tuna," he explained.
The Appeal of First Auction Tuna Extends Beyond Its Novelty
The background of being selected on the day when the entire market is enveloped in the greatest tension and energy adds special value to its taste. This tuna is an ideal choice for New Year celebration meals, family gatherings, or as a gift.
This product will be sold in limited quantities and will be discontinued once sold out. This is a rare opportunity to enjoy "first auction tuna" at home—something normally difficult to obtain.
First Auction 'Oma Tuna Cuts: Red Meat + Toro' Total Approx. 300g, Tsugaru Strait Catch, Chilled
https://www.tsukijiichiba.com/user/product/32020
Shokubunka Co., Ltd. sells unfrozen natural bluefin tuna arriving at Toyosu Market throughout the year. Just like the seasons, the changing flavors can only be enjoyed with fresh tuna.
For more details, please visit: https://www.tsukijiichiba.com/user/collection/123
About Shokubunka Co., Ltd.
In 2001, the company built an online sales system to support producers who cannot use the internet or computers, launching the direct-from-producer gourmet e-commerce site "Umaimon Dot Com." In 2004, it partnered with the Tokyo Metropolitan Central Wholesale Market (Tsukiji Produce Market) to launch the market-direct e-commerce site "Tsukiji Ichiba Dot Com" (now "Toyosu Ichiba Dot Com"). For inquiries: https://www.shokubunka.co.jp/contact/
