Fishing Tackle Friend is a fishing retailer based in Ehime Prefecture, Japan, serving anglers through three stores in Matsuyama, Masaki, and Imabari, as well as online sales. The company describes its range as a comprehensive selection for a variety of fishing styles, including shore, boat, rock, and stream fishing, lure fishing, and family outings. Its products include rods, lures, and original items such as branded caps and fishing rods.

Beyond retail, Fishing Tackle Friend offers cooler-box rentals and operates a plate-ice supply business. The brand also provides practical resources for customers, including beginner guidance on fishing knots and etiquette, information on nearby fishing locations, tide tables, and calendars for Matsuyama, Uwajima, and Imabari. Its website features event announcements, fishing reports and tournament coverage, customer catch photos, fish recipes, and local river-fishing permit information.

The company also shares fishing content through social media and supports the television program “Chō-san’s Fishing Information,” broadcast on Ehime TV. Its stores offer local service and information for anglers across the region