Sushi entrepreneur and Japan’s “Sushi King” Kiyoshi Kimura paid top price at the first auction of the new year at Tokyo’s Tsukiji fish market.

The head of the Sushizanmai chain bagged a prized bluefin tuna for an eye-watering 74.2 million yen ($636,000 or 31,592,030 Philippine pesos).

The fish weighs 212-kilograms (467-pounds).

He has 51 stores across Japan. The usual price for Kimura’s sushi would be $3.40. But for this special tuna, he’ll charge 25 times the regular amount or roughly $85.

In 2013’s New Year auction, he outbid a rival bidder from Hong Kong by paying a record $1.8 million for a bluefin.

Kimura has won at Tsukiji’s auction for six straight years.

During last year’s auction, he paid a bargain $117,000 for a 200-kilogramme tuna.

The boisterous auction makes headlines. Using the annual auction for publicity, he has built his successful chain into a national brand. He also told viewers of Japan’s major networks that the tuna will be divided among his restaurants.