Kitanoumi was the most successful wrestler in sumo for the rest of the 1970s. His dominance, and perceived stern demeanor, meant that he was not that popular with the general public. When he was defeated by underdog Takanohana in a playoff for the championship in September 1975, the audience threw so many "zabuton"—or cushions—into the ring in delight, that Kitanoumi said he could "hardly see the ceiling". He was known for not offering a defeated opponent a hand to get back to their feet, and was also notoriously monosyllabic when being interviewed by reporters. His best year was 1978, when he won 5 of the 6 tournaments and won 82 out of a possible 90 bouts, a record that stood until 2005. His chief rival during these years was Wajima, but Kitanoumi was much more consistent. He was heavy at 169 kg, was extremely strong and had excellent balance. He was also remarkably injury free and rarely missed a tournament. From July 1973 until September 1981 he chalked up 50 consecutive "kachi-koshi", or tournament records of at least 8 wins out of 15, which was a record for the top division until 2015, when Hakuhō reached 51 consecutive "kachi-koshi".