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Need a little good luck in your life?

Jansen's Dave Cooper And A Lucky Fish

Thanks to three years of hard work and a commitment by one of this country’s leading pet centres, New Zealanders now have the opportunity to own one of Asia’s most auspicious, and expensive, symbols of good luck.

Golden Dragon fish, one of the world’s rarest species of fish, arrived in New Zealand six weeks ago, and after spending time in quarantine, the fish are now on show at all three Jansen’s Auckland stores.

In Asia, Golden Dragon fish are sought after ‘lucky charms’ that are believed to bring long life, good luck and family togetherness to those who own them. The fish are particularly popular among the business community, as they are believed to be vital to business success and are said to help predict business affairs. Such beliefs are largely linked to the fact that in Chinese culture, the dragon symbolises good luck, strength and power.

There are a number of varieties of Golden Dragon fish, but the most sought after varieties are the red and gold coloured fish. In Chinese culture, gold is the colour of money, and red is symbolic of wealth, health and good luck. Both red and gold fish will be available in New Zealand, with red fish retailing for $4,950.00.00 and gold for $2,750.00

The record price for a top grade fish, sold in Singapore, was S$500,000, and although it is unlikely that such a price will be achieved again, mature or odd-coloured fish will often sell for NZ$20,000-NZ$30,000 in Taiwan and Japan.
Jansen’s Aquatic Manager Dave Cooper says the arrival of the brightly coloured fish is the result of three years negotiating with regulatory bodies such as the Department of Conservation, Ministry of Agriculture and Fisheries, and Environmental Risk Management Authority (ERMA).

“We are delighted to be able to offer these unique and special fish in New Zealand at long last,” he says. “Although the ones we have at the moment are only six months old, the Golden Dragon fish can live up to 10-15 years and can grow to 80cm long.”

The Golden Dragon fish have a long slender body, with distinctive brightly coloured reflective scales, which make them look very similar to a dragon. In addition to the scales, the fish have whiskers (or barbels), which resemble a dragon’s horns, an additional sign of blessing.

Dave says that the colour of the fish becomes more enhanced as the fish get older. “The colour really becomes noticeable after about one year,” he says.

The fish that are available at Jansen’s are top grade and have been sourced from one of the world’s top breeders of Golden Dragon fish. Jansen’s experienced and knowledgeable aquatic staff have kept a close eye on the fish since their arrival in store.

Dave Cooper says that it was important that the fish be given time to settle into their new tanks before being available to the public.

“Like any animal, they needed time to get used to their tanks before we allow the public to see them.” Dave says.

Dave explains that those who purchase the fish will receive expert advice on how to care for, and ensure their fish are at their best at all times.
“We (Jansen’s) provide all our customers with expert advice regarding looking after their pets, and owners of the Golden Dragon fish will receive ongoing care and attention.”

Adding to the prestigious status held by the Golden Dragon fish is the fact that they are rare in the wild, and since the late 1980s have been classified as an Appendix One species by the United Nations Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). Appendix One is the highest CITES classification, with some of the worlds most endangered animals holding this classification.

CITES only allows second generation fish to be traded, but only on the basis that they are sourced from licensed breeders, and that every fish is implanted with a microchip to allow for individual identification. The fish now available at Jansen’s are top grade fish that have been bought from one of the world’s top breeders, based in Singapore. Each fish has a unique microchip implanted, so that it can be identified at any time. New Zealand buyers can be assured that like all animals at Jansen’s the fish are of the best possible quality.


Distributed by Core Communications, tel 64 9 307 3937, email

About Jansen’s

Established 25 years ago, Jansen’s Pet, Aquarium and Water Garden Specialists, have grown to become New Zealand’s most innovative and entrepreneurial pet centre group. Owned and operated by Rolf and Helen Jansen, the company is a community-focussed business with a strong emphasis on education and innovation.

With over 80 experienced and knowledgeable staff in their three Auckland stores (Mt Eden, Glenfield and Botany), Jansen’s aims to provide their customers with quality products, healthy animals, expert advice and ongoing assistance.

Jansen’s is a leader in New Zealand in the pet care industry and in the past have acted as advisors to Kelly Tarlton’s Underwater World and the Auckland Zoo.


In the 1960s, the World Conservation Union launched the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). CITES is an international agreement between governments to ensure that the trade of specific plant and animal species does not endanger their survival.

Species controlled by CITES are listed in three categories according to the degree of protection required. Appendix One includes species that are threatened with extinction. Trade in specimens of these species is permitted in only exceptional circumstances. Appendix two and three are less controlled, but still recognise that there is potential for such species to become more at risk if not protected to some degree.

Trade in wildlife around the world is worth billions of dollars each year, and ranges from live animals and plants to exotic leather goods, wooden musical instruments, timber and medicines. Many of the species protected by CITES are not endangered, however the international agreement works as a means of safeguarding their future.

Today CITES protects more than 30,000 species of plants and animals whether they are traded as live specimens, fur coats or herbs. Since the establishment of CITES, not one of the protected species has become extinct.


For more information please contact:

Dave Cooper
Aquatic Manger
Ph 09 625 7915 or ddi 625 3152
Fax 625 7999


Dana Findlay
Core Communications
Ph 09 307 3937 or 021 677 214
Fax 09 307 3936

Distributed by Core Communications, tel 64 9 307 3937, email

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