Winning these new year auctions is often used as a way to get publicity, which raises the prices considerably higher than their usual market value: on 5 January 2013, a 489 pounds Pacific bluefin tuna caught off northeastern Japan was sold in the first auction of the year at the Tsukiji fish market in Tokyo for a record 155.4 million yen (US$1.76 million) – leading to record unit prices of US$3,603 per pound, or ¥703,167 per kilogram.