Motoori Norinaga
"Zuihitsu" rose to mainstream popularity in the Edo period, when it found a wide audience in the newly developed merchant classes. Furthermore, it gained a scholarly foothold, as Japanese classical scholars began customarily writing in the "zuihitsu" style. Reputable authors from this movement include Motoori Norinaga, Yokoi Yayu, and Matsudaira Sadanobu.