Sekiguchi Koi Farm

What Sekiguchi Koi Farm does

Sekiguchi Koi Farm (関口養鯉場) is a family-owned Japanese aquaculture business that breeds and sells Nishikigoi (decorative koi), with a deliberate specialization in Showa Sanshoku and Pearl Ginrin varieties. Founded in 1989 by owner-operator Sekiguchi Masayuki, the farm operates across approximately 3 hectares of production area in Minami-Uonuma-shi, Niigata Prefecture — the heart of Japan's koi breeding region — and has built a 35-year bloodline-development program focused on consistent sumi (black pattern) expression alongside body conformation. Production facilities include a tosai breeding house, a 60-ton two-section standing koi house, and dedicated fry/juvenile ponds. Health verification is conducted through semi-annual KHV (Koi Herpes Virus) testing at Niigata Prefecture's Ken-to Food and Environment Analysis Center, with negative results supporting official export health certification.

The farm's product line spans multiple koi life stages — fry and juveniles (with a published raising manual), selected tosai (current-year fish), jumbo tosai (35–40cm, sold April–May), and 2–3-year-old finished koi (sold October–November) — alongside recommended koi care supplies. Pricing is per-fish or per-batch, inclusive of tax, with flat-rate 1,500-yen nationwide shipping via Yamato Transport and payment by bank transfer or cash-on-delivery. The go-to-market is direct-to-consumer: an in-house e-commerce storefront and an annual two-day October on-site exhibition/sale event serve Japanese hobbyists, while international sales to dealers and collectors across Europe, North America, and Asia are channeled through dedicated koi exporters.

Competitive positioning rests on competition pedigree (Overall Champion at the 51st All Japan Nishikigoi Show in the Young Koi 40th Division and Kokugyo Award in the 45th Division; Overall Champion at the 32nd National Young Koi Show and Young Champion at the 4th International Nishikigoi Young Fish Show for Showa Sanshoku), regulatory-backed health certification for export, and content authority (a published koi disease guide covering 15+ conditions and a juvenile raising manual). The business is privately held with no institutional investment, limited staffing beyond the founder and named staff member Yousuke, and no disclosed revenue figures.

Name

Sekiguchi Koi Farm

Legal name

関口養鯉場

Website

https://sekiguchishowa.com

Company type

Private

Founded year

1989

Operating status

Operating

Short description

Sekiguchi Koi Farm is a family-owned Japanese aquaculture breeder specializing in Showa Sanshoku and Pearl Ginrin koi, operating approximately 3 hectares in Niigata Prefecture and selling directly to hobbyists domestically and to international buyers via exporters across 10+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Minamiuonuma

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Koi Fish Sales: Sale of koi at various life stages: tosai (当歳, current-year fry/juveniles) sold starting around October; jumbo tosai (ジャンボ当歳, 35–40cm) sold April–May; 2-year-old and 3-year-old koi sold in autumn (October–November). Products are sold directly to hobbyists and collectors in Japan and internationally via export partners.
2. Fry / Juvenile Koi Sales: Sale of koi fry (稚魚) and young koi at early life stages for hobbyists to raise themselves. The farm also sells recommended equipment and supplies.
3. Koi Equipment and Supplies: Sale of recommended koi care equipment and supplies (オススメ資材) to support hobbyists.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sekiguchi Koi Farm is an aquaculture operation that breeds, raises, and sells Nishikigoi (colored koi carp) from its farm in Minamiuonuma, Niigata Prefecture, Japan. The farm specializes in Showa Sanshoku and Pearl Ginrin varieties, producing tosai (current-year young koi), jumbo tosai (35–40cm), 2- and 3-year-old koi, fry/juvenile koi, and beginner-mix koi, alongside recommended koi care supplies. Products are sold directly via the farm's own e-commerce website and on-site annual exhibitions, with international sales routed through koi exporters to customers in Europe, North America, and Asia.

Product overview

Sekiguchi Koi Farm is a Nishikigoi (koi fish) breeding and e-commerce business based in Niigata Prefecture, Japan. The farm operates as a direct-to-consumer sales platform offering five product categories: 特選当歳 (Tokusen Tosai - selected young koi), 二歳以上他 (older koi aged 2+ years), 入門者向けミックス (beginner's mix for newcomers), 稚魚販売 (fry/juvenile koi with饲养 guidance), and オススメ資材 (recommended care supplies). The farm specializes in Showa Sanshoku as its primary variety, supplemented by Pearl Ginrin and Kohaku production across approximately 3 hectares of breeding facilities. Products are sold through their e-commerce platform with domestic mail-order sales and international export services to European, Asian, and North American markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Tokusen Tosai (特選当歳) Selected young koi (current-year tosai, ~1-year-old) produced by Sekiguchi Koi Farm, featuring Showa Sanshoku and Pearl Ginrin varieties. Sold per individual fish, available primarily in autumn. Targeted at serious hobbyists and competitive enthusiasts seeking high-quality young koi for development and competition preparation.
• Two-Year-Old and Older Koi (二歳以上他) Two-year-old and older koi for sale, including finished (shime) specimens that have developed their pattern and coloration. Sold in autumn (October–November) both domestically and for export. Targeted at collectors and competitive exhibitors seeking mature koi with established pattern quality.
• Beginner's Mix Koi (入門者向けミックス) Mixed koi suitable for beginners, offering an accessible entry point to Nishikigoi keeping. Targeted at new hobbyists setting up their first pond who require guidance on koi selection and care.
• Fry and Juvenile Koi Sales (稚魚販売) Baby koi (fry) for sale, including Type A (5 days post-hatching) and Type B juveniles with feeding instructions included. Targeted at hobbyists who want to raise and develop koi from the earliest life stages.
• Recommended Koi Care Supplies (オススメ資材) Recommended koi care supplies and equipment available for purchase alongside koi. Targeted at hobbyists who need supporting products to maintain healthy koi ponds.

Quantifiable outcome

• Winner — 51st All Japan Nishikigoi Show, Young Koi Division Overall Champion, 40th Division; 45th Division Kokugyo Award
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• International Koi Exporters (unspecified)coreChannel Partner/ Reseller/ DistributorInternational export sales are routed through dedicated koi exporters who manage documentation, KHV health certification, and international logistics. This channel enables sales to hobbyists and dealers in the Netherlands, Germany, U.K., Switzerland, Belgium, U.S.A., China, Hong Kong, Thailand, and Malaysia.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sakai Fish Farm: Major Niigata-based koi breeder with extensive international export operations across multiple varieties. Comparable to Sekiguchi as a Niigata koi producer serving hobbyists domestically and via international export channels.
• Otsuka Koi Farm: Established Niigata-based Nishikigoi breeder producing Showa and other varieties for domestic and international markets. Comparable as a regional Niigata koi producer with similar scale and export orientation.
• Dainichi Koi Farm: One of the most famous Niigata-based Nishikigoi breeders, also renowned for Showa Sanshoku bloodline development and multi-generation championship winners. Directly comparable as a Showa-focused, award-winning Niigata breeder serving both Japanese hobbyists and international collectors.
• Isa Koi Farm: Niigata-based koi breeder referenced directly in Sekiguchi's operations (e.g., the 'Isa vs. Sekiguchi' young koi raising contest). Competes in the same Niigata Showa and general Nishikigoi market.
• Marusei Koi Farm: Niigata koi breeder with focus on Showa Sanshoku and other traditional varieties, serving hobbyist collectors. Comparable to Sekiguchi in product mix, geographic base, and target customer segments.
• Torazo Koi Farm: Niigata-based koi breeder producing Showa and other varieties for serious collectors and exhibitions. Directly comparable as a Niigata breeder competing in the premium hobbyist koi segment.
• Kodama Koi Farm: Niigata koi breeder with established presence in the international hobbyist market. Comparable to Sekiguchi as a Niigata Showa/grower-producer with similar export channels and customer base.
• Momotaro Koi Farm: Highly recognized Japanese koi brand with strong Showa and Kohaku bloodlines, large-scale production, and an established global dealer network. Directly comparable as a premium Japanese koi breeder competing in the same hobbyist and collector segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Sekiguchikoifarm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sekiguchi Koi Farm