Yamashita

Yamashita is a historic Japanese fishing tackle brand founded in Misaki, in Kanagawa Prefecture, with more than 75 years of experience in the industry.
Originally established as the Yamashita Fishing Tackle Store, the brand has become a benchmark for the development of innovative fishing products, particularly for techniques such as Eging Game and other specialties of Japanese fishing culture.
Guided by the motto "proposing new ways of fishing and delivering new excitement", Yamashita develops highly technical lures and accessories designed to ensure top performance and maximum reliability.
The brand is part of Yamaria Corporation, a Japanese company that also includes the Maria brand within its group.
In 2026, Yamashita celebrates the 25th anniversary of the iconic Egi-Oh (エギ王) squid jig series, also known as "King Egi", first introduced in 2001 and now recognized worldwide as one of the leading references in squid fishing.