"Why Do Koreans Love It So Much?" The Curious Story of Montbell's Founder, the Brand of the 'Mountain Like No Other' [Japan Insight]

Youngest to Conquer the Eiger North Face in His Twenties
Founded Montbell, Building on Mountaineering Experience
Focused on Disaster-Prone Japan
A Philosophy Centered on Function and Practicality

If you were to name an outdoor brand that has consistently been loved by Koreans, Montbell would certainly be included. While its name may sound French, the brand actually originated in Osaka, Japan. Montbell was created by Isamu Tatsuno, who has loved mountains and adventure since childhood. Today, we share the story of Montbell's founder, Isamu Tatsuno.

Montbell store entrance attracting attention from Japanese media. Screenshot from Nishinippon Shimbun website

Tatsuno was born in 1947 in Sakai, Osaka. From a young age, he started climbing the mountains around Osaka with friends and developed an interest in camping. As a middle school student, he explored mountains every week and even formed a club with his friends to go hiking. In high school, he went on traverses with friends, sometimes relying on flashlights when the sun set earlier than expected, experiencing both the joys and hardships that mountains bring. During his second year of high school, he was greatly inspired by "The White Spider," the climbing account of Austrian mountaineer Heinrich Harrer, who ascended the Eiger North Face in the Alps-a story he read in his textbook.

Mr. Tatsuno enjoying kayaking. Tatsuno Isamu Facebook.

The North Face features an ice wall resembling a spider, which inspired the book’s title. The story recounts surviving an avalanche while climbing the ice wall and, ultimately, succeeding in the first ascent of the deadly North Face. After reading the story, his homeroom teacher asked, "Does anyone here climb mountains?" but Tatsuno, lacking confidence, couldn't raise his hand. From that moment, he began to dream of climbing the Eiger North Face himself.

He started saving money to travel to Switzerland, where the Eiger North Face is located, and began learning rock climbing to build strength and master climbing techniques. He trained himself at Ashiya Rock Garden on Mount Rokko, known as the birthplace of Japanese rock climbing.

Lacking proper climbing ropes, he asked for unsold ropes from a sports store, treated them with oil, and made his own. He sewed together strings and tape used for packaging to create a harness, and substituted cheap carabiners for more expensive ones. He even practiced falling by imagining the tatami mats at home were rock faces, honing his skills through self-study.

Even in high school, he preferred climbing to studying, so instead of attending university, he got a job at a sporting goods store to learn the business. He faced many hardships, such as nearly losing his fingers to frostbite after winter climbing with cheap gear, and losing friends to climbing accidents. Eventually, he quit the sporting goods company and, at age 28, decided to start his own business, resolving to "make the tools I want myself." Friends who used to climb mountains with him joined as founding members.

The appearance of Mr. Tatsuno when he conquered the Eiger North Face as the youngest climber. Montbell.

He named the company "mont-bell," dropping the final "e" from the French "mont-belle," meaning "beautiful mountain." He wanted a brand name that belonged to neither French nor English. He began producing the gear he needed for climbing and camping. At the age of 21, he became the youngest person ever to summit the Eiger North Face. So, while he is the founder of Montbell, he is also a mountaineer with a strong spirit of adventure.

Of course, Montbell was not welcomed from the start. As a new company, orders did not come easily. To break into the market, Montbell turned to new materials. The company imported a new synthetic fiber developed by DuPont in the United States and succeeded in popularizing lightweight, warm sleeping bags. Considering Japan’s rainy climate, Montbell also imported highly waterproof materials to create durable raincoats, which became one of its signature products. DuPont even granted Montbell exclusive rights to use the material for sleeping bags. From this point, Montbell’s philosophy of focusing on functionality and practicality began to take shape.

Tatsuno especially realized the importance of this during the 1995 Great Hanshin Earthquake. He experienced the tragedy firsthand, even retrieving the bodies of his friend’s parents from collapsed buildings. Witnessing survivors burning debris to keep warm, he organized an "outdoor medical corps" to provide sleeping bags and other outdoor supplies. Since most of his colleagues were experienced in outdoor sports, they were able to travel to disaster areas and provide support. Tents, sleeping bags, and other outdoor gear proved invaluable during disasters. The same approach was taken after the Great East Japan Earthquake in March 2011, with the outdoor medical corps dispatched to affected areas. Because of this, Montbell also developed practical disaster relief products, such as the "Ukushon" (floating cushion), which serves as a cushion in daily life and as a life jacket in emergencies.

The Ukushon by Montbell, which can be used as a life jacket in emergencies. Montbell.

Tatsuno’s management philosophy is fundamentally based on the spirit of mountaineering. Rather than a spirit of adventure, he values a mindset of thoroughly preparing for unpredictable futures to survive. He believes this is essential for risk management in business as well. Even when making important decisions, he avoids paths that could lead to danger in the future-a somewhat unexpected approach.

Now in his seventies and approaching eighty, Tatsuno continues to enjoy life to the fullest. In 2019, at the age of 72, he challenged the Alps again after 50 years and climbed the Matterhorn. Last year, Montbell celebrated its 50th anniversary. Perhaps Montbell’s emphasis on practicality and community spirit is why it resonates so well in Korea.