It's right in the logo... Fish The Best! Yo-Zuri has produced quality fishing lures, line and leader for over 50 years in Japan. There is a Yo-Zuri Lure for just about any type of saltwater or freshwater fishing. If their lures did not catch fish, they would not be here today standing as one of the top fishing lure brands of all time. Yo-Zuri fishing lures are crafted to be the most realistic looking, have the best actions, and are designed to help each angler have their best fishing days.