Interview: Okuma MD planning future global growth as company hits 40 years

As it approaches its 40th anniversary, Okuma Fishing Tackle is positioning the milestone not as a celebration of the past but as a launchpad for its next phase of global growth.

Founded in 1986 with a clear objective – to deliver reliable, high-quality tackle at accessible prices – the Taiwan-headquartered manufacturer has steadily transformed itself from an OEM-driven operation into a fully integrated international brand. Today, its business spans engineering, manufacturing, product development and marketing, supported by a worldwide distribution footprint.

Company Managing Director Charles Chang told Angling International: “To mark four decades in business, Okuma is rolling out a global campaign under the theme Rising with Every Challenge – a message that encapsulates our long-term approach to growth and resilience.

“Central to the initiative is a three-part video series titled ‘40 Years of Innovation & Adventure’ highlighting the company’s development through three pillars:

• In-house production
•  Global co-creation with anglers
•  Education: reflecting an increasing emphasis on angling culture and marine conservation

In contrast to traditional anniversary campaigns, the programme is being driven collectively across regions. While Taiwan leads the initiative, each market contributes localised storytelling to create what the company describes as a unified global narrative. A limited-edition 40th anniversary PR box will also be distributed to partners and stakeholders, reinforcing relationships rather than targeting retail sales.

Chang explained that among Okuma’s most significant achievements has been its transition from contract manufacturing into a recognised stand-alone brand. Over the years, it has established a robust international distribution network and expanded its product portfolio across multiple categories, while maintaining a consistent focus on quality and durability.

“Strategic partnerships have played a key role in that journey – most notably with Rapala,” said Chang. In 2021, Okuma transferred its European brand rights to Rapala, a move designed to accelerate growth in the region by leveraging Rapala’s established distribution infrastructure and brand strength.

“The collaboration continues to deliver with both companies reporting improved market penetration and operational efficiencies,” said Chang. “Our primary objective was to accelerate growth in key markets where Rapala has an established infrastructure, especially in Europe. Over time both parties recognised that combining the strong distribution of Rapala with Okuma’s product strength would create meaningful synergies. Overall it has been positive with one of the highlights being the successful integration of Okuma into Rapala’s distribution system which has strengthened our market presence. We have also seen improvements in brand positioning and marketing execution supported by Rapala’s experienced teams.”

Rather than relying on a single flagship item, Okuma has built its reputation on developing complete product systems across segments. High-performance series such as Makaira, Tesoro and Zyros spinning reels demonstrate its ability to compete at the premium end, while its core ranges continue to target value-conscious anglers. “This dual positioning – balancing performance and affordability – remains central to the company’s identity,” adds Chang.

Like many in the tackle sector, Okuma is operating in a challenging environment shaped by supply chain instability, cost pressures and evolving consumer behaviour. However, the company reports steady demand in 2026, with signs of gradual recovery in key export regions including North America, Europe and Asia. Emerging markets such as Southeast Asia and Latin America are expected to play an increasingly important role in future growth, while Europe remains a strategic priority for brand development.

Despite current headwinds, Okuma maintains a confident outlook for the industry. “Fishing is more than a sport,” adds Chang. “It represents a connection to nature and a lifestyle that will continue to attract people globally.”

As it enters its fifth decade, Okuma’s focus is firmly forward-looking. Priorities include strengthening its global brand identity, expanding premium product lines, enhancing partnerships and improving operational transparency. The underlying ambition is clear: not just to grow, but to become a brand trusted by anglers for generations. After 40 years, Chang says the message remains consistent – delivery of dependable products while evolving into a more global, more premium and more responsible business.