S Legend is a Kohaku-variety koi bred by Kentaro Sakai at the Sakai Fish Farm in Hiroshima, Japan, that became the subject of a record-setting sale in 2018.[1][2] At the time of sale the fish was nine years old and measured 101 cm (about 3 ft 3 in).[1][3] It was bought after a bidding war by a buyer from Taiwan reported as Miss Yingying (also identified as Ying Ying Chung, managing director of Sing Chang koi farm in Taiwan) for 203 million yen, equivalent to roughly £1.4 million or $1.8 million at the time.[1][4][2]The All Japan Nishikigoi Promotion Association cites the same fish — a 9-year-old, 101 cm Kohaku bred by Sakai Koi Farm in Hiroshima — as having fetched the highest price in Nishikigoi auction history, giving the figure as 230 million yen.[3] This differs slightly from the 203 million yen figure reported by the Daily Mail and Kodama Koi Farm, illustrating how reported sale totals can vary between sources.[1][2][3]
The 2018 auction
According to the Daily Mail, S Legend was sold at the Sakai Fish Farm in Hiroshima after a fierce bidding war, with the winning bid of 203 million yen representing roughly £1 million more than the previous world record for a koi, which had stood at around £400,000 according to British koi dealer Tim Waddington.[1]Koi Judges UK, reporting on the same koi, states that the purchase was made for a Chinese customer through an agent, Ying Ying Chung, managing director of the Sing Chang koi farm in Taiwan.[4] Kodama Koi Farm, a US koi dealer, also reports the sale, describing it as the most expensive koi purchase in recorded history at $1.8 million (203 million yen) in October 2018, with the koi purchased from breeder Kentaro Sakai.[2]
The fish itself
S Legend is a female Kohaku, a red-and-white variety described by the Daily Mail as the most recognizable of koi varieties.[1] At the time of sale she measured 101 cm (3 ft 3 in, about 39 in) and was nine years old.[1][2] Kodama Koi Farm, a US importer, describes the fish as notable for its symmetry, bright red markings, and bloodline.[5]According to the Daily Mail, the new owner would have the opportunity to breed the fish, which had the potential to produce up to 500,000 eggs, of which no more than 5,000 were expected to be of sufficient quality to sell.[1] The same report cites Tim Waddington as noting that koi can live to around 25 years of age, so S Legend was expected to continue competing in shows for several more years.[1]
Show results and prestige
According to the Daily Mail, S Legend's new owner planned to let the fish compete in the All Japan Koi Show, where it was expected to win for a second consecutive year, despite there being no prize money attached to the title.[1] Tim Waddington, a British koi expert quoted in the report, said the prestige of winning two years running would enhance the fish's reputation even without a cash prize.[1]Koi Judges UK states that S Legend was named Grand Champion of the 50th Anniversary Shinkokai Show in 2019.[4]
How the price compares to typical koi prices
Ordinary Nishikigoi are far less expensive than record-setting show fish. The All Japan Nishikigoi Promotion Association notes that koi can be purchased for as little as 500 or 1,000 yen, making the hobby accessible to beginners even though prices can reach hundreds of millions of yen for exceptional individuals like S Legend.[3] The Daily Mail similarly notes that while S Legend sold for a record sum, other koi can cost as little as £12.50, with larger, high-quality koi selling for up to £2,000 and premium examples for £20,000.[1]Kodama Koi Farm, a US koi dealer, states that koi prices generally range from about $10 for a 5-inch juvenile to over $50,000 for champion-level quality, and that an imported Japanese koi can typically be worth $100 to $1,500 on average.[2] The dealer adds that some exceptional koi are considered so valuable by their owners that they are not for sale, or would be priced over $100,000.[2] See the koi pricing guide for more on the factors that affect everyday koi costs.[2]
Factors behind extreme koi valuations
Kodama Koi Farm identifies bloodline, body conformation, skin quality, pattern balance, and show history as key factors that drive championship-level koi prices.[6] The dealer notes that koi with proven lineage from reputable breeders, combined with vivid, well-defined coloration and flawless patterns, command the highest premiums at auction.[6]The Kohaku variety, to which S Legend belongs, is repeatedly cited among the most valuable koi varieties alongside Sanke, Showa, and Ogon, reflecting strong collector demand for its genetics and striking red-and-white patterning.[6][5]
Industry and export context
Record sales such as S Legend's occur against a backdrop of a Japanese nishikigoi export industry that has grown substantially. The Daily Mail reported that Japan exported a record 295 tonnes of koi in 2016, generating revenue of over £28 million, with around 90 percent of Japanese koi production destined for export.[1] More recent data compiled by JETRO shows Japan's worldwide nishikigoi export value rose 8.0 percent in 2024 to about 7.23 billion yen, with the United States, Vietnam, and Hong Kong the top destination markets.[7]According to JETRO, Japan's Ministry of Agriculture, Forestry and Fisheries has designated nishikigoi as a priority export item, targeting a total export value of 10 billion yen by 2030, citing rising demand among wealthy overseas collectors for premium Japanese koi as a key strength of the industry.[7] JETRO also reports that Japan's nishikigoi export value rose 37.9 percent year-on-year in 2025, reaching about 9.973 billion yen.[8]
Common questions
What was the final price paid for S Legend?
Reports vary slightly: the Daily Mail and Kodama Koi Farm, a US koi dealer, both state 203 million yen (about £1.4 million or $1.8 million), while the All Japan Nishikigoi Promotion Association gives the figure as 230 million yen.[1][2][3]
What variety is S Legend?
S Legend is a Kohaku, a red-and-white koi variety described as the most recognizable among koi varieties.[1]
How big was S Legend?
At the time of her 2018 sale she measured 101 cm (about 3 ft 3 in, roughly 39 in) and was nine years old.[1][2][3]
Who bought S Legend?
The fish was bought by a Taiwan-based buyer reported as Miss Yingying, identified by Koi Judges UK as Ying Ying Chung, managing director of Sing Chang koi farm, acting as an agent for a Chinese customer.[1][4]
Is S Legend the most expensive koi ever sold?
It is widely described as the most expensive koi purchase in recorded history, cited by a US importer, Kodama Koi Farm, and by news coverage of the 2018 Hiroshima auction.[2][1]
