ASEAN Records is proud to officially recognise EXP Fishing for achieving a significant regional 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 milestone reflects EXP Fishing’s strong market influence, product specialisation, and contribution to the growth of soft frog lure fishing culture across the ASEAN region.
Transforming Soft Frog Lure Fishing Through Innovation
Established in 2015, EXP Fishing entered the market at a time when snakehead fishing in Southeast Asia was still largely dominated by traditional live bait.
Instead of following conventional trends, the brand focused on an overlooked segment — soft frog lures — and committed itself to product innovation, field testing, and market education.
Through continuous research and development, EXP Fishing refined its soft frog lure designs to deliver practical performance for real anglers, helping shift fishing habits and build greater confidence in lure-based techniques.
Building a Specialist Brand with Regional Influence
From 2021 to 2025, EXP Fishing recorded 2,088,631 soft frog lure units sold, supported by 659 SKUs across colour and size variants in four dedicated series.
With 672 authorised dealers nationwide and customers across 5 countries, the brand has built a strong community of anglers who value performance, accessibility, and product reliability.
This achievement demonstrates how a Malaysian fishing brand can grow from a focused product category into a recognised specialist name with influence across Southeast Asia.
A Milestone Moment of Acknowledgement
The ASEAN 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 record achievement.
The recognition was received on stage by Mr. Junn Ng, Founder and Chief Executive Officer of EXP Fishing, representing the leadership, innovation, and community-building efforts behind this regional milestone.
Voices of Leadership
Reflecting on the recognition, Mr. Junn Ng, Founder and Chief Executive Officer of EXP Fishing, shared:
“The journey of EXP Fishing has never been easy. Along the way, we were underestimated many times, but we continued to believe in innovation and our commitment to producing the best products.
Our goal is not only to sell fishing products, but to drive the fishing culture in Southeast Asia. This recognition proves that more anglers are embracing soft frog lures, and that is the achievement we are most proud of.
For us, this milestone is not the final destination — it is a new starting point for EXP Fishing to continue innovating, educating the market, and bringing a Malaysian local brand to a larger stage.”
About EXP Fishing
EXP Fishing is a Malaysian fishing equipment brand established in 2015, specialising in soft frog lures and performance-driven fishing products.
Guided by the philosophy of “Explore, Experience, Expert,” the brand focuses on research, field testing, product education, and practical content to support anglers in improving their fishing experience.
Beyond soft frog lures, EXP Fishing has expanded into additional product categories including line, rod, and reel series, while continuing to strengthen its influence among fishing communities in Malaysia and Southeast Asia.
For more information, visit:
https://www.expfishing.com/
