Chapter 1
Where the Rope Begins
Born from Metal and Mountain
In 1958, Yukio Yamai established "Yamai Yukio Shoten" as a hardware wholesale business in Tsubame-Sanjo, Niigata. But this wasn't just any location—it was a region that had built its identity on metalworking for centuries, where craftsmen specialized in creating structures for shrines and temples, working alongside merchants who spread these products throughout Japan.
Yukio was a businessman and a mountaineer who fell deeply in love with Mt. Tanigawa, a peak on the border between Niigata and Gunma prefectures. Despite being less than 2,000 meters high, Mt. Tanigawa was known as one of the mountains with the highest number of casualties in the world—locals called it "the cursed mountain."
The Problem
That Started Everything
Challenging such harsh environments, Yukio faced a serious problem: there were no mountaineering tools available in Japan durable enough to meet his needs as an actual user. The gear simply wasn't built for the brutal conditions he encountered on Mt. Tanigawa's unforgiving slopes.
The Aizen: First Steps
Together with the skilled craftsmen of Tsubame-Sanjo, Yukio began creating mountaineering gear suitable for real use. One of their first iconic pieces was called the "Aizen"—as the word means, gear designed for firmly stepping and advancing step by step through snowy mountains. Quality and safety were non-negotiable, since they directly impacted the protection of one's life.
Three Principles Born
This period established Snow Peak's founding manufacturing philosophy, built on three core principles that remain unchanged today:
- Create products suitable to be used by us as actual users
- Continuously improve quality through repeated hypothesis testing
- Implement using local craftsmanship and technologies
The name "Snow Peak" itself was inspired by a snow-covered peak of Mt. Tanigawa that Yukio loved.
Chapter 2
A New Vision Arrives
In 1986, Toru Yamai, the current president, joined the company with a grand vision that would transform Snow Peak forever. At the time, camping was largely viewed as simple accommodation used by backpackers and hitchhikers—basic, utilitarian, nothing more.
Toru saw something different. He viewed camping as a rich experience that fosters connections with family, friends, and loved ones, while creating a deeper connection with nature. By going camping, the distance between people becomes closer, and you can directly immerse yourself in nature. He viewed such experiences as a way to restore human nature.
The Luxury of Connection
Toru's vision was to implement a luxurious and high-end camping experience—not luxury for its own sake, but the luxury of true connection. Camping offers rich value, and to realize that value, safety and comfort became essential elements in Snow Peak's camping gear development.
Leveraging the manufacturing background of Tsubame-Sanjo, Snow Peak developed high-performance, highly functional camping gear at a level of quality considered impossible at the time. Each piece was crafted with the same life-protecting standards that had defined their mountaineering equipment.
The Takibi
Revolution
Among all their innovations, one piece stands as especially iconic: the "Takibi" (firepit). This was a product that didn't exist in the Japanese market. In the camping scene at the time, people enjoyed campfires by placing firewood directly on the ground, causing damage to grass and leaving permanent burn marks behind. Snow Peak's developers were deeply pained by seeing such scenes.
Chapter 3
Crisis, Conversation, and Rebirth.
By the mid-1990s, the car camping boom in Japan was fading. Year after year, Snow Peak's sales fell for six consecutive years. Morale sank. Stores grew quiet. Some questioned whether Snow Peak had lost its way.
A Spark from Within
During a leadership meeting, young employees Masahiro Yamaguchi and Fumihiro Takai brought up a brilliant idea: Why not hold an outdoor gathering? Invite customers—not to buy—but to talk. See what they really think.
The First
Snow Peak Way
That idea led to the very first Snow Peak Way—a humble camp-out where Snow Peak staff pitched tents, cooked meals, and listened to the people who had been using their products for years. And what they heard changed everything.
One Night
That Changed Everything
The feedback was direct and deeply honest. It wasn't just about the products—it was about the entire experience: how things were presented, sold, how the brand showed up in people's lives. Frustrations were voiced. Insights were offered. People cared enough to say the hard things.
Tears and Clarity
Tohru struggled to sleep that night. Maybe it was regret for not listening to opinions about his products sooner. Maybe it was gratitude for finally listening to critical feedback. But by morning, his mind was clear: Snow Peak would be rebuilt around the people who used it.
Product development became collaborative. The brand's internal motto evolved: "We are all users."
Every member of the development team began directly receiving customer feedback, going camping together with customers, and observing firsthand how products were being used and how they felt using them.
Chapter 4
Building the Dream, Headquarters as Philosophy
In 2011, Snow Peak established its headquarters in Tsubame-Sanjo, their founding location. Toru's vision became reality: create an environment where staff could work while watching users enjoy camping. Working along side campers provided Snow Peak with a real-time focus group where staff members could get direct feedback back from customers using existing and up-and-coming products.
Did You Know?
Did You Know?
Mt. Tanigawa Still Guides the Brand
To this day, the dramatic landscape of Niigata inspires Snow Peak products and serves as home to Snow Peak’s Global Headquarters.
Did You Know?
Snow Peak Way: Where the Brand Listens Around the Fire
Since 1998, Snow Peak Way has been an annual gathering where customers, staff, and outdoor enthusiasts spend a weekend together—cooking, learning, and reconnecting under open skies.
Did You Know?
Takibi Restaurant
Takibi Izakaya Portland, meaning “bonfire” in Japanese, is Snow Peak’s wood‑fire restaurant located at its Portland, OR headquarters
Did You Know?
Snow Peak Field Suite Spa Headquarters
In 2022, Snow Peak also newly established the "Snow Peak Field Suite Spa" in Niigata, Japan, a multi-purpose facility with three functions: bathing, lodging, and dining.
Did You Know?
Snow Peak Campground
Snow Peak offers a full brand immersion with official campgrounds in Niigata, Japan and Oregon, USA.
Built so you can live the outdoor lifestyle they design for.