Fishing enthusiasts participate in an event in Jinhua, Zhejiang province, in March. (PHOTO / CHINA DAILY)

As fishing becomes trendy, market booms for gear, excursions, videos, even apparel

Young anglers are hooked and taking the fishing world by storm.

Thanks to them, gone are the days when fishing was considered the pastime of middle-aged and older people.

From urban rivers to remote lakes, younger fishing enthusiasts are packing up their gear, hitting the water and making the sport that's been around for centuries their own.

The number of anglers under 26 has increased fourfold in the past four years, according to a recent report by e-commerce platform JD's sports sector. As enthusiasts of a highly flexible sport, fishers can experience the joy of catching fish in a small river near their homes with an investment of just 100 yuan ($14) or so

During the five-day May Day holiday, many young anglers spent their time by the water, casting a line in a local river or renting a seat on a boat for a deep-sea excursion. But it's not just about the real thing. Many young people, even those who are not fishers themselves, are flocking to short video platforms to watch other people fish, a trend that some call "cloud fishing".

Fishing has become the latest trend for millennials and Generation Z — mostly those from their teens to their 30s — to unwind and connect with nature. Although middle-aged people still make up a major share of anglers, fishing is gaining popularity among younger people who consider it a trendy and creative pursuit, according to the China Angling Association.

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Fishing enthusiasts under 18 account for 12 percent and those between 18 and 24 make up 10 percent of the total 140 million fishers, the association said.

The number of anglers under 26 has increased fourfold in the past four years, according to a recent report by e-commerce platform JD's sports sector. As enthusiasts of a highly flexible sport, fishers can experience the joy of catching fish in a small river near their homes with an investment of just a hundred yuan ($14) or so. Those who have the means can rent a yacht for a hefty fee, grab a marine fishing rod and head to the ocean to "catch a big one".

"Young people are more willing than elders to spend big money on the hobby, which has given rise to a billion-dollar business covering everything from fishing tackle to apparel," said Wang Yu, owner of a Tianjin fishing tackle store.

"An increasing number of young fishing enthusiasts are turning to fishing with lures, which often involves lightweight tackle and is considered more eco-friendly than traditional fishing. Lure fishing involves artificial bait, which frees people from the trouble of using natural bait," Wang said.

An angler displays his catch during a fishing competition in Zhoushan, Zhejiang province, in May.  (PHOTO / CHINA DAILY)

The fishing rods used in lure fishing are typically lightweight and flexible. Lure fishing usually requires the angler to constantly move the bait and use various techniques such as twitching or quick retrieval to simulate the movements of natural fish and attract fish to bite.

"Lure fishing, a new addition to our business in 2019, now accounts for over 60 percent of our total sales thanks to young anglers' passion," Wang said, adding that it's not so unusual to see someone in their 20s or 30s spend millions of yuan on equipment for lure fishing.

"The majority of lure fishing enthusiasts are between the ages of 25 and 45. We have formed partnerships with five or six fishing locations in Tianjin and sponsored multiple lure fishing competitions to better tap the growing market. The fishing industry is constantly evolving, with changes in fishing styles and techniques and frequent product updates," he said.

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Wang's 500-square-meter tackle store, Lanwood Fishing Agent, is divided into two floors, with the first floor dedicated to freshwater gear and the second stocked with saltwater gear. The store sells many kinds of products made by nearly 40 brands, with a focus on Japanese brands.

"Our family has been selling fishing gear for over 30 years, starting from a small storefront of just 18 square meters. We also have a 1,000-square-meter warehouse. We have grown along with the significant growth and diversification of the fishing industry over the years," Wang said.

With an estimated 140 million people taking part in fishing annually, the industry is becoming a lucrative market for manufacturers of rods, reels, baits, hooks, floats and commercial fish ponds.

Livestreaming and short videos have helped to popularize fishing among younger viewers. According to short-video platform Douyin, fishing has become the top leisure activity on the platform, with content viewed over 79.9 billion times as of early May. Short-video site Kuaishou said fishing livestreams are tops in views between 6 am and 5 pm

There are 13,000 fishing-related companies in China, with new registrations increasing year-over-year during the past decade, according to Qichacha, a corporate information-sharing platform.

That growth has been particularly strong since 2019. In 2021, new registrations reached 2,555, a yearly increase of 124.5 percent and a 10-year record high. Last year, the number of new businesses surged 75.2 percent year-on-year.

With equipment manufacturing and commercial fishing ponds growing, the industry is booming. Retail sales of fishing equipment are expected to reach 57.88 billion yuan by 2025, according to data analysis company IT Time. China has become the world's largest producer and exporter of fishing equipment.

Younger anglers will also continue to contribute to new growth, the company said.

"China's fishing industry is experiencing a surge in popularity, with young people taking up an increasing share. In some recent fishing competitions, about 80 percent of participants were young people between 20 and 30 years old," said Huo Taixiang, marketing director of Daiwa's China branch in Guangdong province. Daiwa is a Japanese fishing tackle brand.

"Many lure fishing enthusiasts release the fish after they catch them, which is seen as more eco-friendly and cooler by younger generations. Many also dress in stylish apparel, set up tents in scenic areas and post their photos on social media, attracting more participants," Huo said.

Livestreaming and short videos have helped to popularize fishing among younger viewers. According to short-video platform Douyin, fishing has become the top leisure activity on the platform, with content viewed over 79.9 billion times as of early May.

Short-video site Kuaishou said fishing livestreams are tops in views between 6 am and 5 pm.

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Most of Daiwa's best-selling products in China are entry-level gear priced at a few hundred yuan for beginners or high-end gear costing over 10,000 yuan for experienced anglers looking to upgrade, Huo said.

Daiwa's products are sold mainly through distributors in China, with only 20 percent sold directly by the company, primarily online.

Daiwa said it recently launched a new line of gear aimed at lure fishers in China called the Fire Lizard series, with an iconic red color. The line includes reels, rods, clothing and bags. A complete set of gear is priced in the range of 2,000 to 3,000 yuan.

The company also offers a wide range of other gear in China, with prices ranging from a few hundred to over 10,000 yuan. Huo said that higher-priced products typically are of higher quality and made of better materials, such as high-end carbon fiber for fishing rods, which are more sensitive and responsive.

"Daiwa will continue to release more products for the Chinese market. We are preparing a campaign that combines fishing with camping, which is to be introduced in July," Huo said.