A premium yellowtail fish sold for a record-tying 4 million yen during the first auction of the season in Ishikawa Prefecture. The sale highlights both the region’s culinary prestige and local efforts to support disaster-affected areas.
The 14.5-kilogram winter delicacy met the Kirameki brand’s certification standards and sold in Kanazawa to a local supermarket operator. The Kirameki standard requires yellowtail to weigh at least 14 kilograms.
Munehiro Yamaguchi, president of Dontaku Co., said he purchased the fish to support communities hit by the disaster. “I want to deliver good food and energize Noto,” he said. The fish will appear at a supermarket before being sold as sushi.
The Kirameki certification system began in 2022, and another yellowtail under the brand previously fetched the same record price. Officials said the system ensures quality by allowing only fish caught in Ishikawa with designated nets between December and January. They also require specific weight, shape, and appearance.
A magnitude-7.6 earthquake devastated the Noto Peninsula and nearby areas on New Year’s Day 2024. The quake killed hundreds and damaged traditional craft centers and tourist infrastructure. The high auction price reflects local efforts to revive the economy and promote regional seafood.
Local market officials highlighted that Kirameki brand yellowtail demonstrates Ishikawa’s top-tier fishing standards. They said the auction drives demand for regional seafood while drawing attention to post-quake recovery.
Fisheries plan to continue the winter yellowtail fishing season in Ishikawa until the end of February. They expect several more Kirameki-grade fish to be caught and sold during this period. Analysts suggest high-profile auctions can boost the local economy and enhance Ishikawa seafood branding worldwide.
Experts note that premium yellowtail fish sales can increase tourism, encourage supermarkets to feature local products, and strengthen community pride. They added that combining tradition, quality, and regional recovery remains critical for sustaining the market.
Looking ahead, fisheries will continue strict monitoring of catch quality. They also aim to expand marketing campaigns to highlight the Kirameki brand, potentially increasing future auction prices.
