On January 8, 2026, the domain name Umami.com was auctioned on GoDaddy for a high price of $125,700 (approximately RMB 900,000), attracting attention from both the digital asset and food culture sectors. This price represents a significant increase of $25,000 from the previous month, demonstrating the market’s continued pursuit of premium domain names.
Registered in 1998, Umami.com has a long history. Its value stems not only from its short and memorable nature but also from its close connection to the cultural influence of the concept of “umami.” Umami, the fifth basic taste, was discovered by Japanese scientists and specifically refers to the savory, meaty flavor imparted by glutamate in food, commonly found in aged cheese, mushrooms, tomatoes, and other ingredients. Unlike the similar English word “savory,” “umami,” based on clear scientific evidence, has become a globally accepted term in the culinary world.
It is worth noting that this transaction was not without its challenges. Back on December 4, 2025, the domain name was offered for sale at $100,000, but failed to sell due to non-payment. Whether this transaction will be successfully completed has become a focus of industry attention. Behind the domain name are numerous restaurant and food brands named “Umami,” and its commercial potential is likely a significant factor driving the price increase.
From failing to sell at $100,000 to finally selling at $125,700, the auction history of Umami.com reflects the volatility and high-value resilience of the premium domain name market. In the digital age, a word not only represents a taste experience but also becomes a scarce digital asset connecting culture, science, and commerce. Will this transaction ultimately be a digital monetization of a taste concept, or just another sham auction? Only time will tell.
News Source:thedomains.com，This article does not represent our position.
