Japan 2025 - Week 1 - Lots of matches and selection of the best Koi

First day in Japan: our annual koi selection has begun, including farm visits and important first choices.

Izuru Koi Farm

Izuru is a young breeder who is already making a name for himself with his impressively bodied fish. This year he moved to a new farm , significantly expanding his production.

Purchase: 15 nisai (2 years), all high quality.

Hirasawa & Marusei Koi Farm (Niigata)

We then moved on to Hirasawa , where we met our American friend Brian from Fitz's Fish Ponds . Together we went to “Papa Hirasawa,” one of the historic breeders in the Niigata area.

The family farm, Marusei Koi Farm , is now one of the largest in Japan: it boasts 366 ponds . During this harvesting season, they work at a rapid pace, harvesting as many as 2–3 times a day .

Main varieties: They produce many types, but like most breeders they focus mainly on Gosanke : Kohaku , Sanke and Showa .

Today's selections from "Papa Hirasawa"

• Karashigoi ~ 90 cm
• Kohaku ~ 85 cm
• 3 more large sized koi

Note: The final measurements will be confirmed tomorrow during the photo session ; today it was late and there was no more light to take pictures.

Koi Mountain & Kaneko Koi Farm

We also passed by Koi Mountain and stopped at Kaneko Koi Farm .

Purchase: 200 Tamasaba tosai .

Day 2 – In the mountains of Niigata

In the morning we returned to Marusei Koi Farm to complete the photos we'd started yesterday. After finishing the session, we took the road up the mountain, where there are about ten farms.

Torazo Koi Farm

First stop at Torazo , one of the best-known breeders of Gosanke with excellent body shape . The tanks were still half empty, however: as we were leaving, we ran into him returning from a harvest . Note: We'll be back tomorrow to see his Kohaku and evaluate new purchases.

Sakazume Koi Farm

A classic stop on this route: Sakazume offers excellent value for money . Here we have selected eight koi (in two quality levels), already sold .

We also shot drone footage to better show the atmosphere in the mountains of Niigata .

Otsuka Koi Farm

Otsuka is among the most respected breeders in the region. Renowned for their impeccable Asagi patterns—even though they weren't available yet this year—we still found some excellent specimens:

• Chagoi – 60 cm (x2)
• Ki Utsuri – 65 cm

Three gorgeous fish: the two “gold” ones and the yellow/black one are in the same tub in the photos.

Lunch break

Ramen at a local joint — a quick refill and off we go.

Hirasawa, Yamazaki and return to Marusei

Stopping by Hirasawa : everyone's busy harvesting , no one available for quotes. Then a courtesy visit from Yamazaki , who's also out harvesting tomorrow or the day after (he'll have more fish on his farm starting Wednesday).

Finally, I returned to Marusei where we met Mrs. Hirasawa : she showed us the prices tub by tub and we made a targeted selection with a focus on value.

• Selected in Marusei: 16 koi from one tank + 8 koi from another — 24 fish with a truly remarkable quality/price ratio.

Other stops on the road

Also a short stop at the Urakawa Koi Farm .

End of day

With darkness approaching, we returned to the hotel: tomorrow we'll start again early with harvests , visits, and new selections.

Day 3 – Harvest in the mountains and visit to Suda

The day started early with a harvest at a mountain lake. The very rugged area offers breathtaking views and narrow roads immersed in the forest: an authentic experience in the Niigata mountains.

The pond was full of large koi, and the harvest was a success. We were lucky: although the day started cloudy and ended with rain, the sun came out just as the harvest was underway, making the moment even more spectacular.

After harvesting, we returned to the breeder's greenhouse to unload the fish into the tanks. Some were in azukari —koi left by customers for growth—and therefore unavailable for sale. Among those for sale, however, we didn't find the right balance between quality and price, and we chose not to purchase them.

Visit to Suda Koi Farm

After lunch, we visited Suda , one of only two butterfly breeders in Japan (along with Yamazaki). In addition to butterflies, Suda also breeds other high-quality varieties, and we purchase numerous specimens from him every year.

Today he had just finished a harvest and had divided the koi into three tanks: we bought the one with the prettiest ones in it . In Japanese, it's called zenbu —the entire contents of the tank.

Due to the rain, we weren't able to take photos right away, so we'll postpone them until tomorrow morning (weather permitting).

Harvest from Dainichi

Shortly afterward, a friend alerted us that Dainichi was returning from a harvest , and we certainly couldn't miss it. Dainichi is one of the three most important breeders in Japan—and therefore the world.

We witnessed the harvest: exceptional fish, with extraordinary bodies and spectacular patterns . The koi were two years old and measured between 50 and 60 cm —an incredible size for their age.

However, as expected, the prices were sky-high : to maintain our standard of value for money, we did not purchase any specimens.

Last stop: Marudo Koi Farm

On the way back to the hotel, we stopped at Marudo . It was already almost dark, but we still managed to observe some very interesting fish. We'll return to him tomorrow to evaluate some new purchases.

End of the day

The day ended at the hotel, where we continued working to update our guests and share our experiences. Another busy day, between lakes, breeders, and rain, gave us authentic emotions and new koi to discover.

Day 4 – From the Yagenji Mountains to the Marudo Giants

This morning we set off early, still heading towards the mountainous area where many of Niigata 's most important koi breeders are located. Along that farm-lined road, today's stops yielded some great encounters and extraordinary fish.

Yagenji Koi Farm

First stop: Yagenji . One of the most well-known breeders in the world, with a meticulously maintained farm: crystal-clear water, tidy environments, and impeccable tanks. It stands out for its attention to detail and cleanliness, which are truly above average.

We found mid-range fish with excellent value , even though there were no cheaper specimens. The atmosphere was pleasant, with a few laughs during the interview: Yagenji proved to be friendly and helpful.

Maruhiro Koi Farm

On our way down the valley, we stopped at Maruhiro , a longtime friend. As soon as we arrived, we noticed some splendid specimens in his famous round tank —a basin about ten meters in diameter.

From here, we selected six koi , each more beautiful than the last. Maruhiro is known for this iconic pond, where koi worth millions of euros swim every year. But time was flying by, and we had to rush to Dainichi for a 2:00 PM appointment.

Dainichi Koi Farm

Dainichi is one of the top three breeders in the world , synonymous with absolute excellence. We arrived just as a high-level harvest was taking place: a thrilling experience, surrounded by koi of exceptional quality.

We managed to secure two top specimens : a Kohaku and a Showa , both females of extraordinary beauty and quality.

Once we finished shopping, we were feeling hungry: it was now half past three in the afternoon, so we treated ourselves to a quick lunch before the next stop.

Marudo Koi Farm

Last visit of the day: Marudo . We had an appointment with him and arrived right after some customers he was working with. While he finished with them, we began sorting the fish directly from the tanks .

We purchased three impressive Karashigoi : two 82 cm and one 80 cm . Three true tank "beasts," of the highest quality. Unfortunately, it was already dark and we weren't able to take photos, which we'll postpone until tomorrow morning.

We also asked Marudo if we could participate in a harvest : tomorrow he invited us to the second pond , the most important one, where koi candidates for the Nagaoka competition , one of the most prestigious competitions in the region, await. We can't wait to attend!

End of the day

With darkness now falling, we returned to the hotel to organize photos, videos, and updates for our clients. Today was another busy day, filled with meetings, selections, and memorable koi.

Day 6 – Between Sakazume, Takahashi and mountain views

Another intense day packed with meetings. The Niigata skies are improving: an ideal respite to continue the visits and selections.

Marudo Koi Farm – Benigoi

The morning started early at Marudo Koi Farm , where we caught two Benigoi that were sold just today. The farm was still closed when we arrived, but as soon as the team returned, we got to work completing the selection and purchasing documents.

Irasawa (Marusei) – new box from €200

We then moved to Irasawa , where we prepared a new box with koi selling for €200. Many specimens from the previous boxes had already been sold, so we chose new fish from the same category to update the selection available on the site.

Sakazume Koi Farm – Quality Selections

Third stop of the day: Sakazume . He had told us he would be harvesting again, and indeed today the tanks were full of splendid fish. We couldn't resist and selected five top-quality specimens .

The negotiations were long but successful: we received a discount based on the number and value of the fish purchased, which is uncommon in Japan. During the purchase, we also hosted a live stream to show enthusiasts the breeder's work and the selection process.

Mountain panorama

After a quick and light lunch, we set off for Takahashi. Along the way, we stopped at Ofuchi , a historic fish farmer among the oldest in the area. The fish were splendid, but not quite what we were looking for today. Before setting off, we made a scenic stop at the top of the mountain, where we enjoyed an incredible view of the valley .

Takahashi Koi Farm

Arriving promptly at 3:30 PM at Takahashi Koi Farm , we had to wait a bit for him to finish with another customer. The wait was worthwhile to observe the tanks: clear water and extraordinary fish.

Takahashi is known for its Doitsu , and since we'd only purchased a few so far, we focused on these. We found high-quality Gosanke Doitsu and also an Asagi requested by a customer, which we hadn't been able to find in the previous few days.

By the time we started photographing the fish, it was almost dark, so we agreed with the farmer to come back tomorrow morning to complete the photos in the right light.

End of day

Another intense and satisfying day of work: new purchases, encounters, and magnificent landscapes make this experience even more special. Tomorrow we return from Takahashi to complete our photography and visit more local farms.

Day 7 – Photographs from Takahashi and final selections

Last full day in the Niigata area before concluding the selection process. The day was mainly dedicated to completing the photographs and finalizing the final purchases.

Takahashi Koi Farm – photo session

We left early this morning to reach Takahashi , about an hour's drive from our base. As soon as we arrived, we began photographing and filming all the koi we'd selected yesterday: a long session of stills, videos, and drone footage.

We also made some videos with the breeder, who was always available and kind. After this intense morning, it was already time for lunch.

Lunch break – local flavors

We stopped along the way at a small, typical Japanese restaurant , where we enjoyed simple but authentic dishes: a well-deserved moment of relaxation after so many hours on the move.

Return and final selections from Irasawa

After lunch, we returned to the city and visited some farms. An important stop was Irasawa (Marusei) , where we selected two splendid specimens:

• Ginrin Chagoi
• Ginrin Karashigoi

Both intended for specific customers, large-sized fish with truly elegant metallic reflections.

End of selections

With these last choices, we can say that 95% of the selection is complete. The next few days will now be dedicated to videos and content , as well as any targeted searches for personalized customer requests.

The afternoon was spent shooting video of fish over 80cm .

Closing and conclusion of the journey

This day concludes our annual selection in Japan . They have been intense days, filled with encounters, discoveries, and unforgettable moments in the mountains of Niigata .

We've visited dozens of breeders, selected hundreds of koi, and experienced firsthand the energy that reigns in this land where the passion for Nishikigoi was born. Every farm, every person, every fish tells a story of dedication and beauty that we strive to bring to Italy.

Now the second part of the work begins: organizing the expeditions, taking official photographs, and sharing the content with all of you who have followed us day by day on this journey.

A sincere thank you to all the breeders who welcomed us, and to you, enthusiasts and customers, for the interest and support that make this adventure possible every year.

From Niigata, we bid you farewell with gratitude and with our eyes already turned to next season. 🇯🇵🐟
— Mario and Riccardo Villa