Koi fish have got a lot going for them. "[They are] not only a pet, but also art," says Taro Kodama, president of Kodama Koi Farm. "They are called living jewels — beautiful as one koi, even more ...
The brighter the fish, the bigger the price tag ... And just like prized dog breeds, Japanese people take koi breeding very seriously. There are regular competitions to name the top koi.