Founded in 1981 by the original "top-water demon" Dr. S. Kashiwagi
It started with three models: Terror, Gary Witch, and Uncanny Chap.
In the 1980s, Zeal proposed a fishing style with a small plug called the Chimachima series and established it in Japan. The techniques they were developing would help lay the groundwork for modern finnesse topwater fishing.
In the 1990s, along with the bass fishing boom in Japan, it established itself as a popular brand.
In 1994, the Arai-kun series was released. This cute and catching lure became an explosive hit and cemented Zeal as one of the most popular brands in Japan.
The original model, Wood Rascal, was traded at a price more than 200 times the list price at the time.
After that, in the 2000s, the bass boom ended in Japan and after two bankruptcies, it reaches the present.
The achievements given to the Japanese fishing industry are very large, and have always created an era, such as the popularization of PE lines, fishing videos in the Amazon and Florida, and floater style fishing. 
Although it is a Japanese bass lure maker, it is the only brand that has collaborated with Randall Knife, Buck Knife, and ZIPPO beyond that framework.
Currently, Zeal operates small workshop that continues to make lures that are cool and catchable while maintaining the spirit of those days.