Collected as a Hobby Since Age 20... Now a 10 Million KRW Monthly Seller [Content Commerce]

Interview with Kim Jaehyun, CEO of Lattack
15-Year Veteran EDC (Everyday Carry) Collector
Monthly Sales of 8 to 10 Million Won from EDC Gear
Tool Keychain Sold Out Within One Week of Launch

'Lattack' is a YouTube channel specializing in EDC (Everyday Carry-survival gear for daily carry) equipment reviews, boasting 28,500 subscribers. EDC refers to items carried every day, and EDC culture is a hobby field focused on collecting tools such as multitools, flashlights, and knives that are helpful not only in daily life but also for survival in emergencies.

Jae-Hyun Kim, CEO of Lattack and operator of the channel, is a veteran collector who has pursued the EDC hobby for about 15 years since he was twenty. After becoming an adult, he began purchasing EDC items such as survival knives and multitools, which minors could not buy. To document the items he acquired, he became a manager of a well-known EDC online community. Since January of last year, he has been posting video content reviewing various products.

Jae-Hyun Kim, CEO of Rattack. Provided by Cafe24

The Lattack channel attracts significant attention during disaster situations such as earthquakes and fires. Kim explained, "Whenever the international situation becomes unstable, such as during the Russia-Ukraine war, the number of viewers increases significantly," and added, "Content about assembling survival pouches containing hygiene products, tools, and gloves spread by word of mouth, with a single video surpassing 350,000 views."

The channel's core strength lies in its 'real-use reviews.' As someone working in the construction industry, Kim directly uses a variety of equipment at actual worksites and in daily life, vividly sharing his experiences. For example, he secures his field of vision with a flashlight in dark sites before electricity is available and uses the screwdriver and pliers of a multitool to assist with tasks. Kim explained, "I only introduce products that I have personally used at construction sites and found to be good."

Kim Jaehyun, CEO of Lattack, wearing protective gear for the three-section staff test content shoot. Photo by Cafe24

Since July of last year, he has entered the commerce business by utilizing Cafe24's 'YouTube Shopping' feature. This move came after he heard that the number of customers visiting EDC shops to buy the same products featured in his 'Building a Keychain EDC for 50,000 Won' content had surged. Accordingly, he now offers EDC items such as multitools and mini knives through the 'Store' tab on his YouTube channel and in each piece of content. Monthly revenue generated through the YouTube channel and its content amounts to 8 million to 10 million won.

Since November of last year, he has launched his own brand, 'Deep Carry,' and introduced its first product, the 'Keychain Multitool.' Kim was directly involved in all aspects of this product, from planning and design to material selection, real-use testing, and sales. He improved usability by using a higher-grade titanium material than other products on the market and precisely adjusting the dimensions of features like the bottle opener and screwdriver included in the keychain. Additionally, he adopted a 'shark-shaped' design to minimize the rough appearance often associated with tool keychains. Thanks to these efforts, the product sold out completely within a week of its launch.

Lattack's goal is to establish EDC as a mainstream culture. Kim strives to provide accurate safety rules and policy guidelines through his content. As a result, more viewers resonate with the message that equipment, which can be carried daily without burden, can play a decisive role in emergencies. There is a growing perspective that sees EDC culture not just as a hobby of collecting gear, but as a means of 'everyday preparedness.'

Kim noted, "Since knives or tools are often included among the equipment, there are sometimes negative perceptions of EDC culture," and added, "However, knives, for example, are among the most essential tools in daily life-they are used to open delivery boxes, remove packaging, and are indispensable when camping. In survival situations, they are also essential for carving wood to start a fire, making them a daily necessity."

Lattack plans to establish EDC culture as a lifestyle. Kim said, "I want Lattack to become synonymous with EDC, a channel where any beginner can comfortably start their journey," and added, "I also want to create outstanding products that address the shortcomings I felt with existing products and meet the needs of EDC enthusiasts."