Koi Plus Concierge supports every step: farm visits, purchase, and Azukari-goi.
Updated: Oct 17
Visit the koi farms of Yamakoshi, Niigata, the birthplace of Nishikigoi, and choose from koi raised in the ponds of Matsunosuke, a two-time Grand Champion of the All Japan Combined Nishikigoi Show, at an approachable price. Once you have chosen your koi, it can stay with the master for a full year.
About Nishikigoi (Koi fish)
Living jewels from the mountains of Niigata
Nishikigoi began in the Edo period, when a natural mutation among carp raised for food in Yamakoshi, Niigata, produced fish with vivid red markings. Two centuries of careful breeding since then have created dozens of varieties, led by the “Gosanke”: Kohaku, Taisho Sanshoku and Showa Sanshoku. Today, Nishikigoi are admired around the world as living works of art and a symbol of Japanese aesthetics.
Koi by the numbers
Exports from Japan reached a record of nearly ¥10 billion (US$65M+) in 2025, roughly triple the level of a decade ago
Koi lovers span the globe, from the US and Vietnam to Hong Kong, the Netherlands and the UK
The number of koi breeders in Japan has fallen from about 900 to about 380 in twenty years
Why does it feel so hard to begin Koi?
Pain points for Koi lovers
Can I keep koi at home, or do I need a proper pond? |
How should I feed them and set up the water? |
Koi for Koi Show quality cost hundreds of thousands of yen or more. That is out of reach. |
Breeders seem interested only in big buyers. |
I want to learn from a real koi master, but I do not know how to get in the door. |
About Koi Plus Concierge
Koi Plus Concierge is a team from miit, inc., a company that connects travelers with Japan’s master artisans. Working with koi farms in Yamakoshi and long-time koi enthusiasts, we share the culture of Nishikigoi.
What we can do for you
Koi farm tours & Seminars
We introduce koi to visitors, including how they are housed and fed.
Meetups with koi masters
Our partner breeder are Grand Champions of the All Japan Combined Nishikigoi Show. His guidance comes to you firsthand.
Experiences
You can join in hands-on harvesting and selection.
Raising & Selling
We work with 2nd- and 3rd-tier koi, fish that narrowly missed top grade in selection. They are raised in a master’s ponds, yet we can offer them at a reasonable price.
Azukari-goi: a master raises your koi
Choose your koi today. A master raises it for a year.
Leave the koi you choose with us for one year. Our koi masters care for it through every season, managing water temperature and feeding, and aim to return it to you as a 60–80 cm koi.
How Azukari-goi works
Visit our Koi Farm
Tour the koi farm and see a master breeder at work (online tours available)
Choose
Pick your koi together with our concierge
Leave it with us
Our Koi master raises your koi for a year, with regular updates on its growth
Welcome it home
Receive your koi in person or by shipment, along with care advice
Why we do this
Every beautiful koi deserves a home
Koi that miss the cut in selection rarely get a future of their own. We believe there are people who would love these fish, and we want to bring them together.
Keeping the home of Nishikigoi alive
The feed, power and care costs of Azukari-goi go directly to the breeders. Every koi you leave with us helps sustain the farms where Nishikigoi were born.
More koi lovers, everywhere
A 60–80 cm koi often costs hundreds of thousands of yen or more. By letting you start a year earlier at an approachable price, we hope to welcome new koi lovers around the world.
Contact
To learn more about Koi Plus Concierge, please reach out directly:
Sakaguchi Takao, director, miit,inc.
Email: office@miit-info.com
