Explosive Popularity of Japanese Outdoor Brand Montbell
A Japanese outdoor brand is experiencing explosive popularity among Korean tourists. Local media reported that they received tips from citizens saying, "We don't know the reason for the brand's popularity," and visited the site to investigate.
The brand in question is Montbell, a homegrown Japanese brand from Osaka. On October 21, Japanese media outlets such as the Nishinippon Shimbun visited the Montbell store in Tenjin, Fukuoka City, to analyze the reasons behind its popularity.
Entrance of the Montbell store that attracted attention from Japanese media. Screenshot from the Nishinippon Shimbun website.
In fact, the brand is so popular among middle-aged people in Japan that there is even a phrase, "Montbell Ojisan," referring to men dressed head-to-toe in Montbell outdoor gear. Born in Osaka, Montbell is a Japanese brand known for its high quality and reasonable prices, earning a reputation as a cost-effective choice for hiking wear.
After achieving success with hiking apparel, the company diversified its business to include hiking hats and hiking shoes. For hiking enthusiasts, it became common to outfit themselves from head to toe-including hats, clothing, shoes, and even backpacks-all in Montbell products.
The media reported that when they visited the Montbell store in Tenjin, Fukuoka in mid-September, the store was bustling with more than ten customers inside, most of whom were Korean. There were some Chinese customers as well, but only a few Japanese customers.
The most popular products among foreign tourists were waterproof rain boots and the lightweight, foldable eco bag series. Additionally, straps featuring the Montbell mascot character have become popular souvenirs.
The media cited "Blackpink" as a key factor behind Montbell's explosive popularity. The analysis is that after a photo of a Blackpink member wearing Montbell sunglasses spread on social media, the brand's popularity soared, especially for that particular product.
A Montbell public relations representative stated, "Since the spring of 2023, the number of overseas customers has noticeably increased. In particular, the Tenjin store attracts many young tourists, and products that emphasize functionality and practicality are especially popular."
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