About Us

AURA Brand Philosophy

Cast Your Aura ─ Cast your passion far and wide, and join us in experiencing the soul and allure of fishing.

About AURA

Since its founding in 2006, AURA has been dedicated to creating high-quality and innovative fishing products. The brand was originally developed within Pesier Co., Ltd. by the current representative, Mr. Yasushi Ikeda, and officially launched its first AURA product catalog in 2007, introducing sales of floats, live bait buckets, and other fishing gear.

In 2010, AURA became an independent company, AURA Co., Ltd., with Mr. Yasushi Ikeda serving as the representative director. As the business expanded, the headquarters were relocated to Nakama City, Fukuoka Prefecture in 2012, and later to Mizumaki Town, Onga District in 2014.

Throughout its growth, AURA has always emphasized local quality and technological excellence. In 2013, following the closure of its parent company Pesier, AURA decisively shifted production of its flagship product—floats—entirely to Japan, ensuring consistent product quality and stable supply.

AURA’s Innovation in Product Development

AURA has continually innovated in product development:

  • 2015: Launched floats featuring the “RR Structure”, allowing the stopper to precisely stop at the lower section of the float tube, enhancing stability and control during fishing.

  • 2016: Began releasing limited-edition specialty products, including lures, live bait bucket sets, and live fish bucket sets.

  • 2021: To strengthen service and distribution across Japan, established the East Japan Sales Division, actively expanding presence and customer base from the Kanto to Tokai regions.

  • 2023: Released a limited-edition buoyancy vest, further enriching the product lineup.

  • 2024: In response to global supply chain fluctuations and rising costs, implemented a comprehensive price adjustment to maintain product quality and corporate sustainability.

  • 2025: Formed a strategic alliance with Dongjiang Fishing Gear Co., Ltd. in Taiwan to co-develop new products and expand overseas markets and distribution channels.

AURA Brand Identity Update

Entering 2025, AURA embarks on a new era of brand renewal.
With a completely redesigned logo, we set out anew—retaining the core spirit and cultural heritage of the brand while introducing a modern visual language and launching an all-new product series.

AURA is more than just a fishing gear brand; it is a commitment to those who love the sea and the fishing lifestyle.