The first Pacific saury, or sanma, of the 2026 season were auctioned Monday in Nemuro, Hokkaido [1, 2].

As a seasonal staple in Japan, the initial price of sanma serves as a critical indicator for consumer costs and the health of fish stocks following years of historically low catches [1, 2].

At the first auction, the highest price reached 30,000 yen per kilogram [1]. In Nemuro city markets, individual fish sold for approximately 380 yen [1]. However, retail prices in Sapporo city fish shops were higher, with a single fish selling for about 4,000 yen [1].

Other reports indicate a wider and more volatile price range. Some sources report record-breaking figures, including a peak of 1,112,000 yen per kilogram [5] and a single fish selling for 216,000 yen [5]. Reports from the Kushiro market cited prices around 90,000 yen per fish [7]. Other retail estimates suggest more modest prices between 550 yen and 800 yen, depending on the weight of the fish [8].

Despite the high early costs, the volume of the first catch was substantial. Over 250 tons of sanma were harvested in Nemuro on Aug. 17 [1].

Consumers expressed concern over the initial pricing. "It is a price that ordinary people cannot afford. I want to eat it when it becomes a little cheaper," one shopper said [3].

Industry representatives believe the market will stabilize. Yamada Shinji, representative of Yamada Maru Kyoei Suisan Sapporo Chuo Store, said the prices will continue to fall and that most people will eventually be able to afford the fish [4].

A crew member from a sanma fishing vessel said that larger fish began appearing around September last year, expressing hope for similar trends this season [6].

“The highest price reached 30,000 yen per kilogram”

The extreme variance in reported prices—ranging from a few hundred yen to over 200,000 yen per fish—reflects the difference between standard market retail and ceremonial 'first-catch' auctions, where symbolic value often drives prices to extremes. While the 250-ton harvest suggests a healthy start to the season, the high retail prices in Sapporo highlight the ongoing tension between luxury auction values and the accessibility of sanma as a common household food.