December 30, 2025 — As Hawaii prepares to ring in the new year, demand for fresh ahi is surging across the islands, sending heavier volumes through the Honolulu Fish Auction, extending auction hours and intensifying competition among buyers seeking premium fish for holiday gatherings.
Behind the bustling counters and high retail prices, however, fishermen say the economics of the ahi market remain far more complicated—and far less lucrative—than many consumers realize.
Michael Goto, vice president of United Fishing Agency, which operates the Honolulu Fish Auction, said the market is behaving much as it does most New Year’s seasons, with demand peaking due to strong tourism and the cultural significance of ahi in local celebrations.