ASIA Records is proud to officially recognise EXP Fishing for achieving a significant continental milestone as the:
Largest Specialist Soft Frog Brand
(2,088,631 units sold from 2021–2025; 659 SKUs across colour and size variants in 4 dedicated series; 672 authorised dealers nationwide; customers across 5 countries; brand established 2015).
This recognition highlights EXP Fishing’s exceptional product focus, market influence, and ability to scale a specialist fishing category into a widely adopted angling movement across Asia.
Redefining Specialist Fishing Innovation
EXP Fishing was founded with a clear focus on soft frog lure innovation at a time when traditional live bait remained dominant in many fishing communities.
By dedicating years of research, development, and field validation to soft frog lure performance, the brand successfully demonstrated that artificial lures could offer an effective, cleaner, and more sustainable alternative for anglers.
This shift was achieved not only through product development, but also through market education, real angler demonstrations, and consistent community engagement.
From Local Brand to Regional Fishing Community Influence
With more than 2.08 million soft frog lures sold from 2021 to 2025, EXP Fishing has proven the strength of a focused specialist strategy.
Its portfolio of 659 SKUs across four dedicated series reflects both product depth and consumer demand, while its network of 672 authorised dealers supports strong accessibility across the market.
The brand’s customer reach across 5 countries further reinforces its growing regional presence and its role in elevating Malaysian fishing innovation onto a broader Asian stage.
A Milestone Moment of Acknowledgement
The ASIA Records certificate was officially presented on 6 June 2026 at Taman Tasik Metropolitan in Kepong, Kuala Lumpur, marking the formal recognition of EXP Fishing’s continental achievement.
The recognition was received on stage by Mr. Junn Ng, Founder and Chief Executive Officer of EXP Fishing, representing the brand’s leadership in specialist lure innovation, angler education, and regional fishing culture development.
Voices of Leadership
Reflecting on the recognition, Mr. Junn Ng, Founder and Chief Executive Officer of EXP Fishing, shared:
“This achievement is deeply meaningful to us because EXP Fishing was built through persistence, belief, and continuous innovation. When we first focused on soft frog lures, the market was still unfamiliar with this technique, but we chose to stay committed to this category.
Over the years, we worked closely with anglers, improved our products through real field experience, and showed that soft frog lures could perform effectively. This recognition is proof that the fishing community has embraced that change.
Moving forward, we will continue developing innovative products and working hard to bring a Malaysian brand to a wider international stage.”
About EXP Fishing
EXP Fishing is a Malaysian fishing equipment brand established in 2015, specialising in soft frog lures and innovative angling products.
Built on the philosophy of “Explore, Experience, Expert,” the brand combines product research, practical field performance, and community education to support modern fishing culture.
With expanding product lines including soft frog lures, line, rod, and reel series, EXP Fishing continues to grow its influence among anglers while positioning Malaysian fishing innovation on the regional and international stage.
For more information, visit:
https://www.expfishing.com/
