Luxury outdoor brand Snow Peak Inc. has a cult following in Japan among the kind of campers who are willing to spend thousands of dollars on a tent. Now, the 63-year-old company is setting its sights on the country “where camping culture originated” — the United States.

That’s how 33-year-old company President Lisa Yamai describes Snow Peak’s next target. The company is investing $8 million (about ¥880 million) in its own camping ground in the state of Washington, where, if all goes to plan, visitors will be able to borrow and test its products for themselves from July 2022. The aim is to make 30% of sales revenue overseas by 2023.

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