SASAME HOOKS, LTD., commonly referred to as SASAME (Japanese: ささめ針, Sasame Bari), is a Japanese manufacturer of fishing tackle best known for its fishing hooks, pre-tied rigs, terminal tackle, fishing lines and accessories. Headquartered in Tamba, Hyogo Prefecture, Japan, the company has evolved from a traditional domestic hook maker into an international brand with distribution networks spanning Asia, Europe, North America, Oceania and other regions.1 In Singapore, SASAME products are distributed through the official partner Angler’s Trust, making the brand widely available to local anglers targeting both saltwater and shore species.

While some international materials cite 1945 as a starting date, the company’s official Japanese corporate history identifies 1946 as the year manufacturing began in Sannan, Hyogo, making this the more accurate reference point for the firm’s founding.2

SASAME is fundamentally a specialist in fishing hooks and terminal tackle rather than a general outdoor equipment manufacturer. Its core business has always focused on the critical components that connect an angler to a fish, including hooks, rigs, leaders and swivels. This focus distinguishes SASAME from companies that build their reputation primarily around rods or reels; instead, SASAME has developed deep expertise in the elements of fishing gear that directly influence hooking efficiency, bait presentation, connection strength and rigging integrity.

The company states that it has produced fishing hooks and tackle since 1946 and currently offers a product lineup comprising more than 1,000 items. It began expanding into overseas markets in 1998.3

Founding and early years

The company traces its origins to 1946, when founder Yasumi Sasakura commenced manufacturing fishing goods in Sannan, Hyogo Prefecture, an area now incorporated into Tamba City.4 The early enterprise operated as a traditional Japanese fishing-tackle manufacturer with hooks and fishing rigs at its centre.

One of the company’s first significant commercial successes came in 1965 with the release of a tangle-resistant surfcasting rig that became a major hit in Japan. This product exemplified a recurring characteristic of the SASAME approach: developing practical tackle designed to solve specific problems encountered by anglers.5

Incorporation and expansion

In January 1981, the business was formally incorporated as SASAME HOOKS, Ltd. with initial capital of ¥12 million.6 During the 1980s and 1990s, the company significantly expanded its manufacturing footprint beyond Japan:

• 1986: Production commenced in Busan, South Korea.
• 1992: Production commenced in Dalian, China.
• 1997: An overseas subsidiary was established in Dalian.
• 1998: Overseas sales began and a dedicated manufacturing facility was established in Dalian.7

This period marked the transition from a predominantly domestic manufacturer to an international business.

Development of specialty brands

From 2001 onwards, SASAME began creating dedicated sub-brands to serve specific fishing disciplines:

• SHOUT! – Saltwater lure fishing and jigging.
• YAIBA-X – ISO and rock fishing.
• RYUGI – Black-bass fishing.
• JUNGLEGYM – Shore light-game fishing.8

In the domestic market, one of the company’s notable recent successes was the “謎のあんこう” (Nazo no Ankō / “Mysterious Anglerfish”) product, which gained significant attention on social media and became a commercial hit.9

SASAME’s Japanese corporate profile identifies 2026 as its 80th anniversary, marking eight decades since its establishment in Hyogo.10

SASAME’s portfolio extends well beyond standard fishing hooks. The Japanese catalogue includes single hooks, snelled and pre-tied hooks, surfcasting rigs, breakwater and pier rigs, sea-fishing rigs, boat-fishing rigs, freshwater rigs, swivels, terminal tackle, fishing accessories and lines.11 The international catalogue similarly categorises offerings into hooks, surfcasting, breakwater, lures, offshore, freshwater, swivels and terminal tackle.

Fishing hooks

Hooks remain the brand’s most fundamental product. SASAME states that its hooks are 100% made in Japan, utilising carbon steel as the principal material. The company emphasises controlled heat treatment to achieve an optimal balance between hardness and flexibility.12 The range encompasses flat-eye hooks, ringed-eye hooks, various shapes and bends, species-specific designs, multiple finishes and coatings, and hooks intended for particular Japanese fishing techniques. The underlying philosophy is that no single hook is universally superior; geometry, point angle, eye configuration, wire diameter and hardness must all match the intended technique.

Fishing lines

SASAME also produces fishing lines under its own name, categorised internationally into PE braided line, fluorocarbon and co-polymer or nylon-type lines. The company states that SASAME-brand lines are 100% made in Japan, encompassing the entire chain from raw material selection to processing and quality control.13

Pre-tied rigs

Ready-made fishing rigs represent a key area of specialisation. In Japanese fishing culture, pre-tied rigs are often highly specialised, designed around specific target species, water depth, bait type, current conditions, bottom structure, casting distance, number of hooks, leader material, sinkers, swivels and hook spacing. SASAME produces an extensive range of such rigs across surfcasting, breakwater, boat, freshwater and sea-fishing categories.11 Many of these products are designed around specific Japanese fishing techniques rather than being generic multi-purpose tackle, making them particularly relevant to anglers familiar with Japanese tackle traditions.

SASAME serves as the parent organisation for several specialised fishing brands, each targeting distinct angling communities:

• YAIBA-X: Focuses primarily on ISO fishing and rock or shore fishing, including terminal tackle, accessories and related equipment. It is positioned as a Japanese specialty brand for coastal rock fishing and related styles.14
• SHOUT!: The group’s saltwater-oriented specialist brand, focusing on saltwater lure fishing, jigging and big-game tackle. Established in 2001.
• RYUGI: Dedicated to black-bass fishing, established in 2010 to meet the specialised terminal tackle requirements of bass anglers.
• JUNGLEGYM: Specialises in shore light-game fishing and rock fishing, launched in 2013.

The overall brand architecture can be understood as follows:

• SASAME: Broad fishing tackle, hooks and rigs.
• YAIBA-X: ISO and rock fishing.
• SHOUT!: Saltwater lure and jigging.
• RYUGI: Bass fishing.
• JUNGLEGYM: Shore light game.

SASAME places considerable emphasis on manufacturing standards and quality control. For hooks, the company highlights material selection and heat treatment processes; for lines, it stresses Japanese manufacturing and rigorous control of materials and processing.1213

However, the company’s production network is not exclusively Japan-based. Over the decades, SASAME has established or operated manufacturing activities in Japan, South Korea, China, Vietnam, Thailand, Bangladesh, Myanmar and Cambodia. It is therefore most accurate to describe SASAME as a Japanese fishing-tackle company with Japanese-origin products and manufacturing expertise complemented by an international production network. The manufacturing origin may differ by product category, a distinction that is important for purchasers of individual items.

SASAME commenced overseas sales in 1998 and has since developed extensive international distribution.3 Current distribution information lists markets and partners across Asia, Europe, North America, Central America, South America, Oceania and the Middle East. The Asian network includes Singapore, Malaysia, Indonesia, Thailand, Hong Kong, Taiwan, Korea, China and the Philippines, among others.10 The company states that SASAME products are commercialised in more than 50 countries.11

In Singapore, SASAME has an officially listed distribution partner, Angler’s Trust. This makes the brand particularly relevant in the Singaporean fishing-tackle market, where Japanese hooks, rigs and terminal tackle are widely used for saltwater and shore fishing applications.

SASAME’s corporate philosophy regards fishing tackle as more than mere hardware. The company describes its products as a connection between people and nature, with fishing equipment serving as a means of communication between angler and fish. Its stated corporate principles are:

High productivity, deep humanity, and broad sociality.

The company also emphasises employee individuality, experimentation, responsibility among younger staff and an open working culture. These values help explain SASAME’s historical pursuit of both traditional fishing tackle and highly specialised niche products.

SASAME occupies a distinct position within the fishing-tackle industry. Whereas rod and reel companies compete around complete tackle systems, lure companies focus on artificial bait design, and line companies specialise in nylon, fluorocarbon and braided lines, SASAME’s historical centre of gravity is terminal tackle—the hooks, rigs, connections and small components directly involved in presenting bait or lures to fish. This makes the company particularly significant to experienced anglers who prioritise rig details and technical precision.

As of 2026, SASAME is an 80-year-old Japanese fishing-tackle company headquartered in Tamba, Hyogo. The company continues to release new products; 2026 announcements include new INSIDE MADAI hook products and renewed 50-hook pre-tied offerings using fluorocarbon leaders. Its business remains centred on the same fundamental area in which it began—specialised fishing hooks and tackle—while continuing to develop products for modern fishing styles.

1. 会社情報 | 釣り｜海釣り仕掛｜渓流仕掛｜釣り針の（株）ささめ針
2. SASAME FISHERMAN’S ENERGY
3. About us | SASAME HOOKS INTERNATIONAL
4. SASAME FISHERMAN’S ENERGY
5. SASAME FISHERMAN’S ENERGY
6. 釣り｜海釣り仕掛｜渓流仕掛｜釣り針の（株）ささめ針
7. SASAME DOMESTIC | SASAME HOOKS INTERNATIONAL
8. SASAME FISHERMAN’S ENERGY
9. SASAME FISHERMAN’S ENERGY
10. SASAME FISHERMAN’S ENERGY
11. WORLD DISTRIBUTION | SASAME HOOKS INTERNATIONAL
12. SASAME FISHERMAN’S ENERGY
13. SASAME HOOKS INTERNATIONAL
14. ABOUT | SASAME WEB SHOP