SHOP FOR SHINODA KOI FISH ONLINE – HI UTSURI, DOITSU SHOWA AND MORE

Shinoda Koi Farm is located in Niigata, Japan, and has built a strong reputation for producing bold, high-contrast varieties that grab attention the moment they enter the pond. Founded in the 1950s and now run by second-generation breeder Masaru Shinoda, the farm is best known for its Hi Utsuri and Showa. These varieties have become synonymous with the Shinoda name thanks to their deep color tones and dramatic, large-scale patterns.

Hi Utsuri from Shinoda features jet-black bodies with fiery red markings that create a powerful look in any water setting. The contrast is intense, the placement of color is often wide and dynamic, and the fish hold their impact whether you’re viewing them from above or at pond level. Their Doitsu Showa also stands out for clean, scaleless skin and sharp color transitions that bring a different kind of visual drama to a collection.

What’s more, Shinoda doesn’t shy away from scale types that other breeders might overlook. Their Doitsu lines, both in Showa and Hi Utsuri, are carefully bred for boldness and structure. The farm maintains spacious mud ponds and focused breeding systems to ensure their koi grow into their patterns while keeping that signature Shinoda intensity.

Fitz’s Fish Ponds works directly with Shinoda Koi Farm to select koi that showcase the full potential of these unique varieties. We travel to Niigata each season to hand-pick fish based on standout traits like scale pattern, sumi depth and visual balance. If you're looking to add a koi that immediately commands attention, Shinoda koi bring the heat.