Toyosu Market Guide: Tuna Auctions and Sushi Tips

To see the famous Toyosu Market tuna auction, you must arrive at the Fish Wholesale Market Building (Block 7) by 5:30 AM. Visitors can view the action from the upper observation windows without a reservation, but access to the lower observation deck requires winning a competitive online lottery held one month in advance. After the auction, head to the Fish Intermediate Wholesale Market Building (Block 6) for world-class sushi at legendary spots like Sushi Dai.

Navigating the World's Largest Fish Market

When Tsukiji Market closed its inner wholesale operations in 2018, the spirit of Tokyo’s seafood trade moved to the modern, climate-controlled facility at Toyosu. For travelers, especially first-timers and foodies, the scale can be overwhelming. Unlike the gritty, open-air feel of old Tsukiji, Toyosu is spread across three massive, interconnected buildings.

If you are using a JR Pass, note that the closest station to the market is Shijo-mae on the Yurikamome Line. This is a private automated transit line, so your JR Pass won't cover the fare from Shimbashi or Toyosu Station. Navigating these transfers at 5:00 AM requires a reliable data connection to check live train schedules. Many travelers find that relying on public Wi-Fi at that hour is a recipe for getting lost. Instead, having an eSIM allows you to see plans and get connected the moment you land at Haneda or Narita, ensuring you never miss the first train to the market.

How to Witness the Tuna Auction

The tuna auction is the heartbeat of Toyosu. It is a fast-paced, high-stakes environment where giant bluefin tuna are sold for thousands of dollars in seconds.

The Lottery System

To get as close as possible to the action, you need to apply for the Tuna Auction Observation Deck lottery. This is done via the official Toyosu Market website. Applications usually open around the 20th of the month for the following month. If you win, you will be allowed onto a lower-level platform where the smell of the fish and the rhythmic chants of the auctioneers are visceral.

The Public Observation Windows

If you didn't win the lottery, don't worry. You can still watch the auction from the second-floor observation windows. While you are behind glass, you still get a panoramic view of the massive tuna laid out on the floor. It is recommended to arrive by 5:15 AM to secure a spot at the glass, as the peak action happens between 5:30 AM and 6:30 AM.

Where to Eat: The Best Sushi at Toyosu

Once the auction winds down, your priority will shift to breakfast. The most famous sushi restaurants from Tsukiji have relocated here, primarily in Block 6.

• Sushi Dai: Arguably the most famous sushi spot in the world. Even at Toyosu, the wait times can exceed three or four hours. They often stop taking new customers by 8:00 AM.
• Daiwa Sushi: Located in the Fruit and Vegetables Building (Block 5), this is the main rival to Sushi Dai. The quality is equally superb, and the lines, while long, often move slightly faster.
• Senkyaku Banrai: This is a new addition to the Toyosu waterfront. It is a traditional-themed shopping and dining complex that includes a public footbath with views of Tokyo Bay. It is a great place for those who want a more relaxed atmosphere than the intense wholesale buildings.

While waiting in these legendary lines, you will likely want to share photos of the market or research your next stop, like using Lawson Loppi for Museum Tickets in English if you're heading to the Ghibli Museum later. This is where a steady 5G connection is vital.

Staying Connected: eSIM vs. Roaming and Pocket Wi-Fi

For years, travelers to Japan were forced to choose between expensive roaming or the hassle of a pocket Wi-Fi. Pocket Wi-Fi requires you to pick up a device at the airport, keep it charged, and return it before you leave. If you lose it, the fees are astronomical.

International roaming with home carriers is equally problematic. For example, if you compare Rogers Roaming in Japan vs Local eSIM Comparison, you will find that roaming often involves high daily fees and throttled speeds. A local eSIM from Tokyo eSIM provides a more seamless experience.

Why a Local eSIM is Better for Travelers

1. Immediate Connectivity: You can install your eSIM before you even leave home. When the plane touches down in Tokyo, you simply turn on your data roaming, and you are online. No waiting in line at airport kiosks.
2. Network Quality: Tokyo eSIM connects to Japan's premier networks, including NTT docomo, SoftBank, KDDI/au, and Rakuten Mobile. These carriers offer extensive 5G coverage throughout Tokyo and even in rural areas if you are taking the Shinkansen to Kyoto or Hokkaido.
3. Cost-Effective: You pay for the data you need. Whether you need a small 1GB plan for a weekend or a massive 999GB plan for a multi-week anime pilgrimage, there is an option available.
4. No Extra Hardware: Since the eSIM is digital, there is nothing to carry, charge, or lose.

Feature	Tokyo eSIM	Pocket Wi-Fi	Home Roaming (US/UK/AU)
Setup	QR Code Scan	Airport Pickup	Automatic (Expensive)
Device	Your Phone	Extra Device + Power Bank	Your Phone
Network	Docomo/SoftBank 5G	Single Carrier	Throttled Partner Network
Local Number	No (Data Only)	No	Yes (High Fees)
Top-ups	Available Online	Not Possible	Automatic Overages

Technical Setup and Compatibility

Most modern smartphones are now eSIM compatible. This includes the iPhone 11 and newer, as well as most Samsung Galaxy and Google Pixel devices. You can check your phone's compatibility on our dedicated page before purchasing.

How to Install Your eSIM

The process is straightforward for both iOS and Android users. Once you purchase a plan, you will receive a QR code via email.

• On iPhone: Go to Settings > Cellular > Add eSIM. Scan the QR code and follow the prompts.
• On Android: Go to Settings > Network & Internet > SIMs > Add More > Download a SIM instead. Scan the code.

For a more detailed walkthrough, see our guide on how to install an eSIM. Our plans are data-only, meaning they do not come with a local Japanese phone number. However, this is rarely an issue for modern travelers. You can still use WhatsApp, FaceTime, and iMessage to make calls and send texts using your data.

Data Needs for Your Japan Adventure

How much data do you actually need for a trip to Toyosu and beyond?

• The Light Traveler (1GB - 3GB): Best for those who just need Google Maps and occasional language translation. Perfect for short 3-7 day trips.
• The Social Media Savvy (5GB - 10GB): If you are uploading high-resolution videos of the tuna auction to Instagram or TikTok, you will want more breathing room.
• The Power User (20GB - 999GB): If you are working remotely, streaming Netflix on the Shinkansen, or using your phone as a hotspot for others, these high-capacity plans are essential.

Tokyo eSIM offers a variety of daily passes and fixed plans to suit these needs. If you run out of data while exploring the Tsukiji Outer Market (which is still open for street food!), you can easily see plans and top up your existing eSIM through our website.

The bottom line

Visiting the Toyosu Market tuna auction is a bucket-list experience that requires early rising and careful planning. To make your morning as smooth as possible, skip the expensive carrier roaming and the clunky pocket Wi-Fi. A Tokyo eSIM provides immediate 5G access on Japan's best networks, ensuring you have the maps and translation tools you need to find the best sushi in the world.