Japan’s Most Ridiculous Izakaya: Bid on a 5,000 Yen Sea Bream and Name Your Price

▲ One of the stars of the auction day: a sea bream priced at nearly 5,000 yen. (Photo / Reporter Chen Rui Zhong)

Reported by Chen Rui Zhong / Sendai

Trying seafood while in Japan is almost a must-do for every traveler. Aside from banquet restaurants and set-meal eateries, grabbing scallops or grilled fish at an izakaya along with a drink offers both a taste of local culture and distinctive seafood cuisine, while the relaxed atmosphere is the greatest charm of izakayas. Inside Sendai Night Market, there’s a uniquely styled izakaya that not only goes by the title “Japan’s Most Ridiculous Fish Market” but also features an exciting “bidding event” that draws a loyal following.

▲ Tsuda Fresh Fish Shop, bustling during meal times.

This Tsuda Fresh Fish Shop was established after the 311 disaster to help revive the local economy. All seafood served here is freshly delivered straight from Ishinomaki Port, so you’ll often find surprise daily specials.The prices are so reasonable that people joke “only a fool would sell it that cheap,” hence the shop’s self-proclaimed title “Japan’s Most Ridiculous Fish Market.”

▲ A sashimi platter, with tuna spine meat that can be freshly shaved.

Step inside, and the rich hand-written menu and slightly chaotic layout exude warmth and hearty hospitality. In addition to classic fried and grilled side dishes perfect for drinking, the owner especially recommends the sashimi platter. You can enjoy fresh sashimi of octopus, tuna, and sea bream, and there’s even a large slab of tuna spine meat that diners can shave and eat on the spot—a delicacy rarely found in Taiwan. The coarse, paste-like bone meat, with a dab of wasabi and a drizzle of soy sauce, offers a rich, sweet flavor and is wildly satisfying to eat.

▲ Freshly grilled scallops.

When the lively music starts playing, it’s time for the most thrilling part: the “bidding moment.” To let guests enjoy seafood at low prices while also experiencing the fun of a fish market, Tsuda Fresh Fish Shop holds two auctions each day. Staff dressed as fishermen bring out two types of catch, let each table inspect them, and explain suitable cooking methods and market prices—eliminating any worries about overpaying. To boost the atmosphere, they also hand out baseball caps often worn by fish vendors. Amidst the vendors’ energetic calls, the bidding kicks off in full swing.

▲ A bustling fresh fish auction.

“1,500 yen!” “1,600 yen!” Watch as fish prices rapidly climb amid the noisy excitement, with each bidder shouting out to claim victory—a process that’s both lively and joyful. Finally, with the crisp ring of a bell, that day’s tilefish and sea bream are successfully auctioned off. A sea bream worth nearly 5,000 yen goes for just 3,500 yen, and the tilefish also sells well below market price. Amid cheers, the fish are sent to the kitchen, leaving behind an air of pure delight.

▲ The tilefish and sea bream up for auction.

The shop owner reveals that aside from tilefish and sea bream, other common auction items include goblin shark (hua bao yu / houbou) and Okhotsk Atka mackerel (ai nai me / ainame). The shop selects reasonably priced and sized fish for bidding so that everyone can enjoy the thrill of calling out prices. As such, the final bid amount doesn’t really matter—the focus is on the fun of the process. There have even been times when fresh fish sold for as little as 500 yen, giving customers an incredible deal. It’s this straightforward, generous spirit and the energy of group participation that make Tsuda one of the most popular izakayas in Sendai.

▲ The menu is adjusted daily based on the catch.

Tsuda Fresh Fish Shop
Address: Inside Sendai Night Market, 2-7-5 Kokubuncho, Chikusa Ward, Sendai City
Business Hours: Monday–Saturday 17:00–01:00, Sunday 17:00–24:00

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