Police believe the boat tipped.
The man, who was wearing a wetsuit fell in the water about 400m from shore.
A cousin and spokeswoman for the Huang family said family and friends on the beach saw him fighting the waves and trying to swim back.
"We are looking on the bright side, but we are preparing for the worst. We want to find him."
She said her cousin was a generous, loving man who had everything to live for with a young family and a new home.
She wanted the message about wearing a life jacket to be worn to be heard again.
"It's one thing people can do that might mean they survive."
A neighbour who had lived next to the missing man for seven years was among a team of people who arrived from Auckland yesterday.
"He had a big heart and was a good guy. We've come up here to support his wife and children."
The co-ordinator of the police search Sergeant Neil Pennington said Ruakaka Surf Lifesaving Club members used a jetski to quickly get to the spot where the man was last seen and started searching. Ironically, the jetski was purchased from funds raised by a Whangarei Lions and a Northern Advocate campaign, in response to last year's drownings.
Two fixed wing aircraft, the Northland Rescue Electricity Helicopter, Whangarei Coastguard, Ruakaka and Waipu Surf Lifesaving clubs along with police search and rescue staff, plus the man's family also helped with Sunday's search.
Mr Pennington said the beach had a southerly drift and their search would concentrate around that end.
He said the safety message did not seem to be getting through.
"They have to realise Northland surf beaches are unpredictable.Wearing a well-fitted life jacket that meets New Zealand standards can save lives. It's simple."
"Wearing a lifejacket could safe a loved one from the stress of having to deal with these tragedies."
Senior Constable Martin Geddes, who is heading the police campaign to reduce the number of fatalities on Uretiti and Ruakaka beaches, said it was a sad day and made the need for community beach patrols a priority. He said volunteers were still needed for community patrols which would hand out safety pamphlets specifically designed to warn about the dangers of crab fishing. Warning signs are also scheduled to be put at beach entrances, by the end of the month, warning people about the beach dangers.
Yesterday, three other Asian men from Auckland, who were aware of the situation, continued to fish for crabs. While they were wearing lifejackets, one came loose and was dangling on one arm of the crabber. They said they were aware of the previous drownings and that was why they had bought lifejackets.
Late yesterday the family had hired a private helicopter to continue the search for the missing man.
Police said they would continue their search along the beach today with police search and rescue members. Hapu Patuharakeke have placed a rahui on gathering seafood from Uretiti to the Waipu Rivermouth. The ban will remain in place until the body is recovered.
