🐟 Nearly half the world's fishing vessels see the ocean through the "eyes" of one Japanese company. From a tiny electrical repair shop in postwar Nagasaki, Furuno Electric transformed fishing from guesswork into science. Fish finders, radar, GPS, and now AR navigation systems— this is the story of the hidden Japanese giant that powers the world's seas with technology that "sees the invisible."
From "That Gadget Is a Gimmick" to Global Dominance
The story of Furuno Electric is inseparable from Japan's postwar hunger crisis.
When World War II ended in 1945, Japan's fish catch had plummeted to less than half of prewar levels. Most fishing boats had been commandeered by the military, and postwar occupation restrictions and fuel shortages dealt further blows. Yet the nation desperately needed animal protein.
In this era, two brothers—Kiyotaka and Kiyosada Furuno—were running a modest electrical shop in Minamishimabara, Nagasaki Prefecture, fixing radios and doing wiring work on fishing boats. Kiyotaka, the elder brother, had a vision: what if science could replace the luck and intuition that fishermen relied on? Inspired by surplus military sonar equipment (acoustic depth sounders used by the Imperial Japanese Navy), he set out to develop a device that could detect schools of fish using ultrasound.
In 1948, an improved prototype was installed on a fishing boat. When Kiyosada, monitoring the device, pointed to a shadow on the screen and declared "fish are here," the fishermen scoffed—"There are no fish in a place like this." But when they turned on the fish-attracting lights, a massive school of sardines erupted toward the surface.
Success, however, was not yet assured. On another outing, Kiyosada confidently identified what he believed to be sardines. The nets came up filled with jellyfish. Furious fishermen threw him into the sea. The Japanese pun spread quickly: "Tanchiki (the detector) wa inchiki (a fraud)." Returns piled up, and the brothers faced ruin.
The turning point came in 1949 on the Goto Islands off Nagasaki. A boat owner named Tomichiro Masuda—whose vessel had the lowest catch in the entire harbor—was the only one willing to give the Furuno brothers a chance. In a last-ditch effort, Masuda's boat followed the fish finder's guidance and hauled in a record-breaking catch. On one night alone, the haul was worth approximately 6 million yen (equivalent to tens of thousands of dollars at the time). As Masuda's boat returned daily flying the tairyo-bata (the traditional "big catch" banner), fishermen lined up outside the Furuno workshop to buy the device that had once been dismissed as a scam.
From a Nagasaki Repair Shop to "FURUNO" on Every Ocean
In 1955, Kiyotaka Furuno declared his ambition: "We will make Furuno a global brand." He incorporated the company as Furuno Electric Co., Ltd. After touring 11 Western nations and returning convinced of the company's competitive edge, he moved the headquarters to Nishinomiya, Hyogo Prefecture in 1964—close to Kobe's major port, ideal for export logistics.
Furuno's growth was propelled by applying its core philosophy—"seeing the invisible"—to one domain after another.
From fish finders to radar. In 1957, Furuno took on maintenance contracts for British-made radar, and by the following year had started developing its own compact marine radar. The original antenna weighed 60–70 kg; Furuno's first model, completed in 1962, brought that down to just 18 kg. Initially sold under OEM arrangements, the company soon acquired its distributors and launched under its own "FURUNO" brand. A charming anecdote survives from this era: European yacht owners, seeing the rotating antenna on fishing boats, asked what it was. When told it was a compact radar that enabled safe navigation even at night or in fog, the technology spread rapidly. Some owners, mistaking the Japanese name for an Italian one, pronounced it "Faroono."
From sonar to satellite positioning. In 1973, Furuno developed an early satellite positioning receiver for maritime use, placing it at the forefront of GPS technology at sea. Today, the company supplies GNSS (Global Navigation Satellite System) chips and modules used far beyond the maritime world, and is one of only three manufacturers globally producing precision timing receivers for telecommunications infrastructure.
From the ocean to hospitals and highways. Furuno's ultrasound expertise didn't stay at sea. The company developed bone densitometers for medical diagnostics, weather observation systems, ground displacement monitoring equipment, and even components for Japan's ETC (Electronic Toll Collection) highway system. When the legendary battleship Yamato—sunk during World War II—was finally located on the ocean floor, Furuno's fish-finding sonar technology played a role in the discovery.
What Furuno Sees on the Horizon
Today, Furuno Electric operates in over 90 countries, with overseas revenue accounting for more than 60% of total sales. For the fiscal year ending February 2025, the company posted record-high revenue and profit, with the current fiscal year projecting revenue of ¥137.5 billion (approximately $920 million) and operating profit of ¥16 billion (approximately $107 million).
With 49% of the global fishing vessel electronics market and 43% of commercial ship radar, Furuno is now pushing toward the next frontier of maritime technology.
Smart bridges. In Northern Europe's North Sea fisheries, futuristic bridge (wheelhouse) systems are being adopted that integrate data from radar, sonar, communications, and other sensors. These systems don't just locate fish with high precision—they can even optimize which port to land the catch at for the best market price. Furuno supplies the core technology for these smart bridge installations.
Fish finders that judge how fat the fish are. The latest generation of Furuno fish finders can identify not only the species of fish underwater but also estimate their size and condition—essentially how "plump" they are. For the aquaculture industry, this technology directly optimizes harvest timing. As global fisheries shift from wild catch to farming, Furuno's technology is evolving in step.
AR navigation and AI. Furuno has developed an Augmented Reality (AR) navigation information display system that overlays real-time route data, obstacle information, and vessel traffic onto the actual seascape visible from the bridge. The company is also advancing AI-powered autonomous navigation technology, working toward a future where ships can operate safely with minimal crew.
IEEE Milestone recognition. In September 2024, Furuno's fish finder—the one first commercialized in 1949—was designated an IEEE Milestone by the Institute of Electrical and Electronics Engineers, the world's largest technical professional organization. This honor, shared by innovations like the Volta battery, the Shinkansen bullet train, and the QR code, has been bestowed on only about 260 achievements in history. A single fish-finding device from postwar Japan had earned its place in the annals of human technological achievement.
The Enduring Value of "Seeing the Invisible"
Furuno's journey embodies the essence of Japanese monozukuri (craftsmanship and manufacturing excellence).
What began as one pair of brothers' determination to "let fishermen see what's beneath the waves" in the chaos of postwar Japan has, 78 years later, become the technological backbone of maritime safety and efficiency worldwide. The device once mocked as "inchiki" (a fraud) is now an IEEE Milestone. Few stories illustrate so powerfully how conviction and engineering can reshape an entire industry.
Furuno was selected for Japan's "Global Niche Top 100" by the Ministry of Economy, Trade and Industry in 2020. Its radar systems have won the NMEA (National Marine Electronics Association) Best Radar award for more than 30 consecutive years, with five product categories earning top honors in 2025 alone. For sailors around the world, the name "FURUNO" is synonymous with reliability and trust.
The company is also looking beyond business. Through its "Umi wo Mirai ni" (Oceans for the Future) project, Furuno is contributing to marine environmental conservation. The company has presented research on blue carbon—carbon absorbed by marine ecosystems—signaling its evolution from "a company born from the sea" to "a company that protects the sea."
Furuno's founder Kiyotaka Furuno once said simply: "Wherever there is ocean, there are fishermen, and they need fish finders." That straightforward conviction changed the world's seas.
Japan is home to a company that reached the global summit by "seeing the invisible." What technologies support the fishing and maritime industries in your country? We'd love to hear about the innovations that keep your nation's seas safe and productive—tell us your story!
References
- https://www.furuno.com/en/
- https://www.furuno.co.jp/corporate/history/
- https://prtimes.jp/main/html/rd/p/000000021.000089783.html
- https://www.kjpaa.jp/aboutus/case/furuno
- https://www.nikkei.com/article/DGXMZO66093120R11C20A1960E00/
- https://en.wikipedia.org/wiki/Furuno
- https://news.yahoo.co.jp/articles/bb0abcebe5e471bf0dbbe3ad51a1974b08e53deb
Reactions in Japan
Saw the Furuno story on TV Tokyo. Didn't realize fish finders were developed right after the war... Love that they converted naval sonar tech to peaceful use—so typically Japanese. Having nearly 50% global share while staying under the radar (pun intended) is seriously impressive.
My grandpa used to tell me about using one of the early FURUNO units. 'Before that, it was purely intuition,' he'd say. Today's fish finders can apparently identify species, but veteran fishermen still value reading the tides from experience.
Furuno's market cap was around $2B back in the 2010s—now it's over $6.5B. Being reevaluated as a niche-top company, and the P/E ratio still doesn't look expensive. The question is how long China's shipbuilding boom will sustain demand.
I use the Tankenmaru on my weekend boat fishing trips—the one co-developed with Shimano. It wirelessly receives fish data from the main unit with the same precision as the charter boat's system. Amazing that FURUNO tech has trickled down to recreational fishing 🎣
Embarrassingly, I only recently learned that such an amazing company is based in my hometown of Nishinomiya... Apparently Furuno themselves have been concerned about local awareness and are doing rebranding. Living in the Hanshin area and not knowing about them is such a waste.
Keeping an eye on Furuno's blue carbon research. A company with fish-finding expertise committing to ocean conservation is compelling. But there's also debate about whether increasingly precise fish finders could enable overfishing. The balance between technology and sustainability must always be questioned.
The story of Kiyosada getting thrown into the sea by angry fishermen cracks me up every time. But turning the worst-performing boat into a record-breaker is pure Project X material. Oh wait, it literally WAS on Project X lol.
Not many people know this, but Furuno has a defense division. They make sonar for patrol aircraft and submarines too. Companies in Japan that operate on both civilian and defense technology tracks are surprisingly rare—Furuno deserves more recognition for this.
Saw footage of young Furuno engineers testing on their experimental vessel Pegasus. Real ocean data just can't be replicated by desktop simulations. This kind of hands-on fieldwork mentality is the real source of their quality.
The IEEE Milestone recognition is a real achievement. When you think of it alongside the Shinkansen and QR codes, you get a sense of the fish finder's impact. It fundamentally changed global food supply.
A fish finder that can judge how fat the fish are is a total game changer for aquaculture. Optimizing harvest timing directly impacts profit margins and reduces food waste. Hope Furuno keeps expanding their aquaculture solutions.
Tracing Furuno's history is tracing Japan's postwar recovery itself. Securing food → earning foreign currency → becoming a technology powerhouse. One company's journey perfectly synced with national growth strategy. Textbook-worthy.
I use FURUNO fish finders daily for purse seine fishing off Makurazaki. We can fill the boat with mackerel in 4 hours thanks to this machine. Old-timers say it used to take days—maybe we fishermen on the front line appreciate technology the most.
Furuno is the textbook example of a global niche top company. Low profile because the niche is so specialized, but being the overwhelming #1 in that niche is real strength. Not as flashy as semiconductors, but companies like this are Japan's true economic foundation.
Furuno's AR navigation system is technically quite advanced. When autonomous shipping arrives, there's a real chance Furuno's sensor + AI platform becomes the industry standard. The bottleneck right now is that IMO regulations aren't keeping pace with the tech.
I do trawl fishing in the Norwegian North Sea and almost everything on my bridge is FURUNO. The fact that it doesn't break in -20°C rough seas is genuinely remarkable. I use Simrad too, but for reliability, Furuno wins every time. Some boats here have seen 20%+ efficiency gains from smart bridge installations.
Peru's anchovy fishing is critically important to our GDP, and our fleet runs FURUNO fish finders on every vessel. But there's criticism from environmental groups that overly precise detection technology accelerates overfishing. Balancing tech advancement with resource management is a genuinely difficult problem.
Winning NMEA Best Radar for 30+ straight years is absurd. Among American fishing enthusiasts, FURUNO has the rep of 'expensive but bulletproof.' Garmin has a more modern UI, but most professional fishermen go Furuno without hesitation.
For small-scale fishing in Nigeria, FURUNO is honestly too expensive. Most fishermen use cheap Chinese-made fish finders. But larger trawlers often specify FURUNO for reliability. Africa's fishing modernization needs more affordable options.
I'm a fisherwoman from Brittany, France. FURUNO's global service network is a huge advantage. Whether in the Mediterranean or North Sea, knowing you can get maintenance at any port gives peace of mind no other manufacturer matches. Though I wish the interface looked a bit more modern.
China is the world's largest shipbuilding and fishing nation. Furuno counts China as one of its biggest customers, but Chinese companies are catching up fast. In terms of price competitiveness, Chinese products are winning more often. The key question is how long Furuno can maintain its technological edge.
In Australia's recreational fishing market, it's a three-way battle between FURUNO, Garmin, and Lowrance. Furuno has the best quality but is harder to DIY install, which is a drawback. Weekend anglers want something a bit more user-friendly.
I work in Chile's salmon farming industry and the fish finder that can judge how fat fish are really interests me. Optimizing harvest timing directly impacts profitability. I can see Japanese technology potentially transforming Chile's aquaculture sector.
I handle safety management at a Swedish shipping company. The autonomous navigation discussion is fascinating, but IMO regulations haven't caught up yet. Classic case of technology being ready while the legal framework is the bottleneck. I hope Furuno engages in shaping the regulatory landscape too.
For small-scale Filipino fishermen, FURUNO equipment is a dream—one unit costs more than a year's income. But if there were cooperative purchasing models through fishing associations, it could spread to small-scale Asian fisheries. An affordable model for developing countries would be welcome.
The IEEE Milestone recognition is well deserved. As a maritime historian, I consider the fish finder one of the three inventions that fundamentally transformed 20th-century fishing—alongside nylon nets and diesel engines. The Furuno brothers' achievement deserves far more international recognition.
I'm a charter boat captain in New Zealand. FURUNO's DFF3D multibeam sonar visualizes fish schools in 3D at depths over 300 meters, with full seabed topography. Customers are amazed every time I show them the real-time display. Best work tool ever.
From the German maritime industry perspective, Furuno's 43% share of commercial radar is remarkable. Europe has competitors, but they can't match the reliability and global service network. At sea, 'it doesn't break' is the most important performance metric.
India's fishing industry is still modernizing. Many fishermen in Kerala don't even use GPS. Furuno's technology is amazing, but considering the global fishing divide, the gap between 'high-tech fishing' and 'traditional fishing' keeps widening. I hope there's thought given to technology transfer mechanisms.