It wasn't to simply pursue quality, nor did we go out of our way to make things difficult for us. Our only answer to the ever changing methods, lures to suit various fields and the necessity for the pro-spec models, was in-house production. There is a spectrum which can only be expressed and fully realised through in-house production and through keeping the five major elements, from ‘Planning’ to ‘Sales’ under direct control.

Our Brand Values

Total Package Concept:

Unifying the processes under one roof, with minimum outsourcing, being able to offer products of high quality, each with its own identity, carefully quality checked at exceptional value.

Nippon Quality:

Our pride and confidence in the Japanese artistry and belief that offering the highest quality means production in Japan.


1. Pursuing the leading technology for continuous advancement in manufacturing and design. 2. Staying at the forefront of fish behavioral studies and its application to product research and development.

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