Breeders, dealers and importers
Key facts: Koi are sold through specialty koi shops, breeders, breeder-retailers, home improvement and pet stores, and increasingly online, according to the All Japan Nishikigoi Promotion Association (JNPA).[1]
According to the All Japan Nishikigoi Promotion Association (JNPA), the term “koi shop” covers three main business types: breeders who produce koi, retailers who buy and sell koi, and breeder-retailers who do both.[1] Among breeders, some sell only wholesale to retail stores while others also sell directly to hobbyists.[1] The JNPA, a group of koi breeders and dealers with about 520 members in Japan and abroad, maintains a membership list and a store directory for buyers seeking an affiliated retailer.[2][7][8]Online sales have grown, making it possible to purchase koi from anywhere, but the JNPA notes this carries potential concerns such as disease, and recommends buying from retail stores affiliated with the association to help ensure quality and health standards.[1]Types of sellers
Sellers fall broadly into breeders, retailers, and breeder-retailers, with some breeders wholesaling only to retail stores and others selling directly to hobbyists.[1] Buyers can also encounter home improvement stores and pet shops selling koi alongside specialty koi retailers.[1]According to the US-based importer Kodama Koi Farm, Japanese koi are bred and raised by breeders in Japan who often carry down lineages and practices for generations, while domestic koi are bred by breeders in the buyer's own country, sometimes from broodstock imported from Japan.[9] More on these distinctions is covered on the page about Japanese, domestic, Israeli and Chinese koi.Choosing a dealer or breeder
Kodama Koi Farm advises buyers new to the hobby to rely heavily on the honesty, knowledge, and experience of their koi dealer, and suggests asking a set of questions of any dealer before purchasing.[9] The same source notes that bloodline, meaning which breeder a koi comes from, has a large effect on how a koi will look and grow over time, and recommends asking a dealer about a koi's breeder, researching that dealer's reputation and reviews, and asking to see photos of mature koi from the same bloodline.[9]The UF/IFAS Extension, writing about fish fingerlings generally, recommends shopping around to compare prices, checking a supplier's reputation by asking others who have bought from them, and confirming that the seller guarantees the health and survival of fish until stocking, with replacement terms stated in writing.[10] Kodama Koi Farm offers similar general tips: buying from a reputable source such as a local pet store, local koi breeder, or online koi store; avoiding classified listings such as Craigslist unless the seller is known or offers a guarantee; insisting on multiple photographs before buying; and discussing delivery guarantees before closing a purchase.[11]Online sales and auctions
The JNPA acknowledges the increasing trend of online koi sales, which allows purchases from anywhere, but flags disease risk as a potential concern and recommends buying from JNPA-affiliated retail stores to help ensure quality and health standards.[1]Some dealers, such as Kodama Koi Farm, also run online koi auctions as part of their sales model, alongside fixed-price catalog listings organized by variety.[12][13]Importers and quarantine practices
Importers bring koi from Japanese breeders into other countries and are described by Kodama Koi Farm as playing a critical role in disease prevention so that retailers and hobbyists can buy with confidence.[6] Kodama Koi Farm states that it quarantines every new shipment in an isolated facility for a minimum of three weeks, heats quarantine water to at least 72°F to draw out bacteria, parasites, fungus, or virus, keeps new shipments alongside known disease-free koi as sentinels, and sends samples to an outside laboratory before any sale is finalized.[4]Following a 2018 koi herpesvirus (KHV) outbreak at several Japanese breeder farms, Kodama Koi Farm reports it had to terminate more than 3,000 koi after one shipment tested positive, and subsequently adopted stricter protocols including isolating koi by breeder during quarantine and extending quarantine periods with repeated testing.[6] The same source states that few importers have as many separate quarantine tanks as the breeders they deal with, so breeders' koi are often mixed in one system unless extra precautions are taken.[6] More detail on this virus is covered on the page about Koi herpesvirus (KHV).Import and export regulations
In England and Wales, anyone importing live fish, including ornamental koi, for purposes other than direct human consumption needs authorization from the Fish Health Inspectorate (Cefas) under the Aquatic Animal Health (England and Wales) Regulations 2009.[3] Importers of ornamental coldwater fish such as koi must include a biosecurity measures plan outlining how fish health and disease will be managed.[3]Imports from EU countries into Great Britain require an animal health certificate issued by the competent authority at the source site, and the importer or their agent must pre-notify the Fish Health Inspectorate through the Import of Products, Animals, Food and Feed System (IPAFFS) at least one working day before the consignment arrives.[3] Movements from Northern Ireland and the Crown Dependencies have separate certification and notification requirements, including form AAH1 submitted at least 24 hours before import.[3] Importing without authorization can result in an unlimited fine.[3] Further detail is available on the page about Importing and exporting koi.After purchase: receiving and quarantining new koi
Kodama Koi Farm states that koi bought online tend to become stressed and exhausted during transport from farm or breeder to owner, and that quarantining gives new arrivals time to recover immunity before joining an existing pond population.[4] The UF/IFAS Extension similarly recommends gradually acclimating, or “tempering,” newly received fish to differences in water temperature and chemistry, allowing at least 20 minutes of adjustment for every 10°F difference, and floating sealed transport bags in the receiving water until temperatures equalize before release.[10]Kodama Koi Farm notes that even a koi that appears healthy can carry a microscopic parasite egg undetected by a seller, and that quarantining new arrivals separately protects an existing pond population while the new koi recovers from the stress of transport.[14] Further guidance on this topic is covered on the pages about Quarantine and Shipping, bagging and acclimation.Common questions
Where can Nishikigoi be purchased?
According to the All Japan Nishikigoi Promotion Association, koi can be purchased at specialty koi shops, home improvement stores, pet shops, and online.[1]
Is it safe to buy koi online?
The JNPA notes that online sales make it possible to buy koi from anywhere, but flags disease as a potential concern and recommends buying from retailers affiliated with the association.[1]
What is the difference between a koi breeder and a koi retailer?
The JNPA describes breeders as those who breed koi (some wholesaling only to retail stores, others selling directly to hobbyists), retailers as those who buy and sell koi, and breeder-retailers as doing both.[1]
Why do dealers quarantine koi before selling them?
Do I need authorization to import live koi into the UK?
Yes; according to GOV.UK, importing live fish including koi into England and Wales for ornamental purposes requires authorization from the Fish Health Inspectorate, with specific certification and pre-notification steps depending on the country of origin.[3]
Related koi topics
References
- ^ Q&A - All Japan Nishikigoi Promotion Association. All Japan Nishikigoi Promotion Association. jnpa.info/en/qa/. Retrieved November 2026.
- ^ About All Japan Nishikigoi Promotion Association - All Japan Nishikigoi Promotion Association. All Japan Nishikigoi Promotion Association. jnpa.info/en/about/. Retrieved November 2026.
- ^ Importing or moving live fish and shellfish - GOV.UK. UK Government. gov.uk/guidance/importing-or-moving-live-fish-and-shellfish. Retrieved November 2026.
- ^ How To Care For Your Koi Fish After Receiving It - Kodama Koi. Kodama Koi Farm (koi dealer). kodamakoifarm.com/koi-care-after-receiving/. Retrieved November 2026.
- ^ Koi Herpes Virus (KHV): In-depth Exploration of the Deadly Virus to Prevent & Manage. Kodama Koi Farm (koi dealer). kodamakoifarm.com/koi-herpes-virus-khv-disease-guide/. Retrieved November 2026.
- ^ Safely Managing Japan KHV Outbreak with New Processes and Technology at the Farm. Kodama Koi Farm (koi dealer). kodamakoifarm.com/managing-japan-khv-outbreak/. Retrieved November 2026.
- ^ Membership list - All Japan Nishikigoi Promotion Association. All Japan Nishikigoi Promotion Association. jnpa.info/en/about/member/. Retrieved November 2026.
- ^ List of stores - All Japan Nishikigoi Promotion Association. All Japan Nishikigoi Promotion Association. jnpa.info/en/nishikigoi/store/. Retrieved November 2026.
- ^ How to Select Koi - Which are Best to Choose for My Pond?. Kodama Koi Farm (koi dealer). kodamakoifarm.com/how-to-select-koi-for-pond/. Retrieved November 2026.
- ^ UF/IFAS EDIS FA013: Fish Fingerlings: Purchasing, Transporting, and Stocking. University of Florida IFAS Extension (EDIS). ask.ifas.ufl.edu/publication/FA013. Retrieved November 2026.
- ^ How Much Do Koi Fish Cost? Koi Pricing Guide for USA. Kodama Koi Farm (koi dealer). kodamakoifarm.com/how-much-do-koi-fish-cost/. Retrieved November 2026.
- ^ Kawarimono Archives - Kodama Koi Farm. Kodama Koi Farm (koi dealer). kodamakoifarm.com/variety/kawarimono/. Retrieved November 2026.
- ^ Hirenaga - Koi For Sale - Kodama Koi Farm. Kodama Koi Farm (koi dealer). kodamakoifarm.com/variety/butterfly-hirenaga/. Retrieved November 2026.
- ^ Koi Quarantine Tank Setup & Procedures. Kodama Koi Farm (koi dealer). kodamakoifarm.com/koi-quarantine-tank-setup-procedure/. Retrieved November 2026.