Farmer Name: Masaru Saito
Farm Name: Shintaro Koi Farm
Location: Nagaoka City, Niigata Prefecture, Japan
Specialization: Nishikigoi (Japanese koi) breeding – especially Kohaku, Showa, and Sanke
Farm Size: 35 large mud ponds
Customers: Japan, Europe, USA, China, Southeast Asia
Annual Revenue (Estimated): Over ¥80 million (~$550,000 USD)
Early Life and Passion for Koi
Masaru Saito was born into a family that appreciated beauty in nature, but not directly into the koi industry. His fascination with koi fish began in childhood, growing up near Ojiya, the birthplace of Nishikigoi.
As a teenager, he trained under Toshio Sakai, one of the most legendary koi breeders in Japan. Under Sakai’s mentorship, Masaru learned the intricacies of bloodline management, pond ecosystem balance, and koi health — skills that would later define his success.
The Birth of Shintaro Koi Farm
In 1991, Saito-san established his own koi farm: Shintaro Koi Farm. The name was chosen in honor of his father’s childhood nickname and symbolizes “deep roots and steady growth.”
His early years were tough:
Competing with dozens of established breeders in Niigata
Managing water quality and fish health without the resources of bigger farms
Developing his own koi line using Matsunosuke bloodline (renowned for large, strong, and vibrant koi)
Slowly, his reputation grew as customers noticed the bright coloration, large size, and stable patterns in his koi.
Disaster Strikes: 2004 Niigata Earthquake
In October 2004, a massive earthquake struck the Niigata region. Saito’s farm was devastated:
85% of his mud ponds cracked or collapsed
Water systems were damaged
Hundreds of valuable koi were lost
It was the lowest point in his career.
But Saito didn’t give up. With community support, government assistance, and his own savings, he:
Purchased new land in Nagaoka
Rebuilt 35 modern mud ponds
Upgraded his filtration and monitoring systems
In just 3 years, his koi quality surpassed pre-earthquake levels — a testament to his skill and resilience.
Becoming a Global Koi Brand
By the late 2010s, Shintaro Koi Farm had become a household name in koi auctions and koi expos worldwide. Saito began:
Selling top koi through international online auctions
Partnering with koi resellers in Germany, Netherlands, UK, China, and the US
Hosting farm visits and educational workshops for hobbyists and breeders
He became famous for a few specific koi:
A Giant Showa sold for over ¥2.5 million (~$18,000 USD)
A female Sanke won top honors at the Japan All Koi Show
Today, collectors and hobbyists worldwide recognize “Shintaro” as a premium, high-value brand.
Farming Philosophy
Saito believes koi are not just fish — they are living art, and a reflection of patience, harmony, and water wisdom.
“Every koi is like a brushstroke in a water painting. You don’t force the shape—you guide it.”
He practices:
Minimal chemical use, relying on algae balance
Slow growth strategy for better body structure
Selective breeding, rejecting over 90% of fry to raise only the top 10%
Educational Contribution
Masaru Saito also:
Mentors young breeders in Niigata and abroad
Offers koi training for students of aquaculture
Collaborates with universities on koi genetics research
His farm is a koi learning center where visitors from Europe and Asia regularly attend koi evaluation sessions and hands-on spawning demonstrations.
Income and Profitability
Sells high-end koi for ¥200,000–¥2,500,000 each (~$1,500–$18,000 USD)
Lower-tier koi sold in bulk for pond hobbyists
Holds seasonal auctions and special koi events
Runs a koi viewing tour that attracts 1,000+ tourists a year
Estimated Net Profit: ¥30–35 million per year (~$200,000–$250,000 USD)
Legacy and Impact
Masaru Saito has:
Preserved and enhanced Japanese koi breeding heritage
Inspired a new generation of digital-savvy koi breeders
Helped globalize the koi culture from rural Japan to elite gardens in Dubai, Paris, and Los Angeles
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