The first tuna auction of the year at Tokyo's famed Tsukiji market is a competitive event.

Winning the bid for the first fish is believed to bring good luck for the coming year.

Sushi chain owner Kyoshi Kimura had the winning bid this morning. It was the third year in a row he got to take home the prize catch. 

He landed the 180 kilo blue fin at a bargain 25-thousand yen per kilo -- about a 20 percent discount to last year's price.

Still, that adds up to four-and-a-half million yen -- or about $37,500.

The blue fin is a delicacy known for its tender meat.

Lucky diners at the main outlet of Komura's Suzhi Zanmai restaurant will pay the regular price for a slice of the premium meat.