After its release in the U.S., the main market, in 1973, BB-1 attracted considerable attention among bass fishing fans due to its innovative design and functionality. Thanks to its success, Shimano decided to fully deploy the product in the Japanese market. In 1977, BB-1 was renamed as the BM series for release in Japan. The lineup of the BM series was expanded: BM-1 for lure fishing, BM-2 for surf fishing, and BM-3 for boat fishing. Optimal functions were offered for various applications. Baitcasting reels which were manufactured in foreign countries and popular in Japan posed problems, such as strain on the frame, bulkiness and weight, and the line entering the gap in the spool. Shimano’s products caused a sensation because they solved these problems and achieved a smooth winding feel. The BM series ushered in a new phase in the lure fishing market in Japan and dramatically improved the image of Shimano’s baitcasting reels.