How a modest South Korean tent pole maker thrives in the land of chaebols

DAC carves out successful niche through technical prowess and innovation

20241022N tent

DAC founder and chief executive Jake Lah has worked to build the company's own tent brand. (Photo by Ahn Seong-bok)

NAMI MATSUURA, Nikkei staff writer

SEOUL -- As large conglomerates reign supreme in South Korea's corporate scene, one modest-sized manufacturer is demonstrating how to flourish by dominating a niche market.

DAC, headquartered in Incheon, supplies tent poles to globally recognized outdoor equipment brands such as The North Face and Coleman. Foreign markets account for 90% of DAC's revenues.

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