Morizo Shimizu is arguably Japan’s best-known and best-loved angler. When he’s not fishing the Bassmaster Elite Series, he’s back in Japan fishing tournaments and filming his television show, Burning Heart. In Japan, Shimizu’s celebrity is almost on par with that of Mike Iaconelli in the United States, partly because of his on-film antics and charisma, and partly because of his work in the lure design market. He’s added his input to dozens of baits and now Evergreen International, a Japanese luremaker, has given Shimizu his own line of bait dubbed MoDo. In general, any bait with MoDo on it sells like hotcakes in Japan. Why? Fishing tackle designers in Japan are likened to fashion designers in the US; in other words, if a bait has a certain designer's name on it, his following will snap 'em up. Every designer's works catch fish, but Shimizu has the added benefit of wetting his plugs in both Japanese and American waters in front of both Japanese and American cameras. Even if you aren't familiar with Morizo, here’s a little insight into his design and creative process, as well as a few of his favorite plugs.