Digging into the archives with Snow Peak Japan
A conversation with their US brand marketing team about where they've been, how they've stayed the course, and what's ahead for the storied Japanese brand.
Exploring Snow Peak’s steadfast approach
I’ve been steeped in outdoor brands and products lately.
Part of that is because I love spending more time outdoors these days; some of that is also related to the fact that I want to flex in sexy-looking gear (judge me all you want—I know we’re the same!).
In recent years, the chasm between form and function—fashion and gear—has gotten so small it’s almost indistinguishable. While it’s been fun to see newer independent brands enter the conversation focusing on quality or sustainability (from ROA Hiking to Ostrya Equipment), you must revere the brands that charted the path before them.
One such brand is Snow Peak, which exists in its own category.
To be in business for 65 years is astounding.
To stay committed through wars, technological shifts, changing consumer habits, and economic volatility, it takes something special to be still standing.
I’m fascinated by this stuff. So consider this a new content series in which we’ll explore the history of beloved brands, unpacking how and why they’ve managed to not just survive but thrive.
Thanks to the homies Yui Uchida (Chief Brand Officer) and Mike Andersen (Senior Brand Director) from the Snow Peak US team for chatting with us and tag teaming on these questions.
Also super grateful to Ryan Bush and Geoff Haggray for photographing these pieces at the Snow Peak HQ in Portland and NYC, respectively.
Snow Peak is living out its intended mission authentically. Why do you think this has never waivered?
Yeah, we’ve never wanted to stray far from the path created by Yuko Yamai (Snow Peak’s founder) or his son, Tohru Yamai (our current CEO and Executive Chairman).
Our north star is our customers, bringing them joy through products and experiences. One of the reasons this has worked is that we are about community and value the essential life values inspired by being in nature.
We believe in the power of camping and our relationships with one another and nature. As a result, we remain steadfast in our approach and philosophy to business and life.
65 years. Incredible. How has the company maintained its brand identity?
Our belief in the healing power of nature has been the throughline of Snow Peak’s brand identity over the last six decades.
Our founder, Yukio Yamai, turned to mountaineering to recover from the trauma he experienced during WWII. He founded Snow Peak to enable that pursuit. Years later, his son Tohru joined the company after working in the corporate world.
He led Snow Peak’s evolution into a car camping brand, offering an escape and respite from the relentless demands of life in Tokyo.
In the 1990s, we learned that our community of campers powers our inspiration and guides our trajectory. Our staff/customer campout, Snow Peak Way, was born from this realization.
Throughout Snow Peak’s history, our True North has provided customers with rich outdoor experiences that provide the feeling of Noasobi.
Speaking of nature, I love that Snow Peak’s ethos is “the healing power of nature.” What about the great outdoors is so reflective and so restorative?
Snow Peak advocates for a unique camping experience focusing on slowing down and being in nature. As Americans, we often view nature as a challenge to be conquered, and camping exists as a byproduct of outdoor activities.
At Snow Peak, our Japanese heritage offers a different perspective: humans and nature are one. Our style of camping centers on comfort, relaxation, and connection, which allows us to fully notice nature’s beauty and unplug from the stresses of everyday living.
Snow Peak is based in Niigata Prefecture, Japan, and has an HQ in Oregon. Why did Tohru Yamai choose Portland? What are the similarities between Oregon and Niigata?
Tohru chose Portland, Oregon, for several reasons.
First, the city sits between the ocean and the mountains, offering easy access to nature in every direction. An appreciation for the outdoors is part of Portland’s identity.
The city also has a strong creative and design culture, with established headquarters for major footwear brands and global ad agencies. There’s also a longstanding connection and respect for Japan in Portland.
Oregon and Niigata share a rich natural environment with scenic mountain ranges, abundant rivers, and a scenic coastline.
Further, Snow Peak’s hometown Tsubame-Sanjo, is known as Japan’s metalworking capital and has a lengthy history of craftsmanship.
His deep passion for flyfishing also swayed Tohru’s decision. The Deschutes River (only 2 hours from Portland) in central Oregon is one of his favorite locations.
Back to Noasabi, a word you mentioned earlier… It translates to “Playing in the field.” How did this phrase change Snow Peak’s business trajectory?
The concept of Noasobi is integrated into Snow Peak’s business strategy in various ways. Internally, we have a code of beliefs and behaviors central to Snow Peak’s people and culture. “Play” is one of the behaviors, reminding us of the joy of time outside. We believe the human body and mind constantly seek to reconnect with nature.
We leaned into our mission of Noasobi by opening several camp fields around Japan for campers to experience this ethos for themselves. We operate 7 camp fields across Japan and are on the cusp of opening our first US campfield in Long Beach, Washington, this spring.
Last, and perhaps most importantly, the Noasobi concept is integrated into each product we produce. As campers ourselves, each piece of gear and apparel is designed to inspire time outside. We believe Noasobi is the best way to reconnect with the rhythms of nature and restore our sense of humanity.
How does Snow Peak ensure the quality and durability of its products?
One reason for the brand's significant growth in Japan is the trust gained from many people through their product experiences. Our products are developed by thoroughly repeating hypotheses and verification in all natural environments and possible camping scenarios.
Snow Peak’s headquarters was constructed in a large campground, allowing the development team to test prototypes on-site constantly. A fire pit is located in the courtyard at the center of the office building as a reminder to keep the fire going.
You’ve collaborated with JINS, New Balance, Pendleton, and Rapha, to name a few. What does a brand have to offer to partner with Snow Peak?
First and foremost, for Snow Peak to collaborate with a new brand, there needs to be an organic relationship or a tradition of value alignment. Second, something new needs to be brought to the table from a product perspective.
These collaborations aren’t just about marketing or buzz, they are genuinely created as a new way to express and expand the brand and to try something that hasn’t already been a part of our portfolio to date.
How does Snow Peak envision its future in the outdoor industry?
After conducting brand identity discovery work in the US, we're working to convey a new way of enjoying nature that is deeply connected to the Japanese cultural view of nature. We believe there's a place in the US outdoor industry for a different perspective on time outside.
In Japan, Snow Peak’s perspective resonated deeply with urbanites, who had experienced rapid industrialization and economic growth and lost touch with their original richness and proximity to nature. Camping offered them a renewed sense of abundance. This feeling and sense of values now resonate with many people worldwide.
As an outdoor brand, how have you practiced sustainability? Any new initiatives in the future?
Our focus and dedication to durability means our products last for decades and are often passed between generations. Our Lifetime Warranty furthers this approach by prioritizing repairs rather than replacement.
Within our apparel line, we have an upcycled cotton program that reuses scraps from the manufacturing process and a broader focus on recycled materials within the line. All apparel fabrics will be PFAS-free by the AW24 season.
In 2023, we announced a redesign of our product packaging to make products more environmentally friendly. We’ve been working to simplify packaging materials and reduce plastic and packaging materials for approximately 120 different products, with more to make the transition in 2024 and beyond.
Snow Peak is commercializing TranTixxi® -Eco, the world’s first environmentally friendly, pure titanium material, in cooperation with Nippon Steel Corporation. This material utilizes 50% recycled material, reducing CO² emissions by half. This material innovation will debut with the Recycled Aurora Bottle and be incorporated into more of the brand’s classic titanium products.
Ultimately, we aim to empower greater connections between humans and the natural world. By doing so, we hope to inspire greater care and concern for our shared environment.
This was amazing! I've heard of Snow Peak but never really looked into them deeply. That's about to change. Thank you!
Hell yeah. I'm a Snow Peak mega-fan. Great interview.