Fuji Rock is one of Japan’s largest outdoor music festivals. With performances by TOMORA, Angine de Poitrine, Massive Attack, and others generating a lot of buzz, this year’s event was a huge success. But music isn’t the only way to enjoy Fuji Rock. The wide variety of booths run by food vendors and brands are also a major highlight. At Fuinam, we’re spotlighting the American outdoor brand YETI®️, which made its full-scale debut in Japan last summer and exhibited at Fuji Rock for the first time this year. Here’s a look at their booth and some snapshots of three groups of attendees.
- Photo_Shunsuke Kondo
- Text & Edit_Kazuki Sakaguchi
The ultimate outdoor brand, born from the DIY spirit of two brothers who love fishing.
For those who aren’t familiar with the brand, here’s a brief introduction: YETI is an outdoor brand founded in Texas in 2006. It was founded by the Siders brothers—Roy and Ryan—who are avid anglers. Driven by a deep passion for the outdoors and the belief that “if it doesn’t work, fix it; if it doesn’t exist, make it ourselves,” they launched the brand to create products that are truly reliable even in the harshest natural environments.
The brand’s first product, born from that vision, was the “Tundra” hard-sided cooler. With its ability to keep ice for several days and durability so robust that even a bear couldn’t break it, it gained widespread support from outdoor enthusiasts for its unparalleled functionality and made a name for itself around the world.
This commitment has been passed down unchanged since the company’s founding, and under the brand’s philosophy, “Built for the Wild™,” the company now offers a wide range of products, including drinkware, soft coolers, bags, chairs, and cargo gear.
Fuji Rock is also an event where you spend the entire day outdoors, exposed to the elements—like heat and rain. Staying hydrated is essential if you want to keep the energy up until nightfall, and a cooler to keep your drinks cold is a big help when camping. That’s exactly why this brand is a perfect fit for Fuji Rock.
From practical items to limited-edition merchandise—the Yeti booth that captures the hearts of Fuji Rockers.
The “Yeti” booth was located in the Green Stage area. It was situated in a prime spot, just a stone’s throw from the entrance gate. One of the unique perks of this location is that you can shop while listening to the live music on stage. The wooden logo sign catches the eye, naturally drawing crowds of visitors.
Evoking the image of Texas—the brand’s birthplace and current headquarters—the booth featured cacti and photographs of the Texas landscape. Just like Khruangbin, who performed on the second night, the booth brought a touch of Texas to the Green Stage. While event booths often end up looking like bland tents, the key here was building the space from scratch using wood and trusses to create a warm atmosphere. This reflects YETI’s philosophy of loving nature.
The booth is stocked with a wide array of items perfect for festivals and camping, including drinkware, coolers, and bags. The bottles, in particular, seem to be a hit because they come with handles that make them easy to carry and are available in a wide variety of colors. Since they keep your drinks cold all day long, if you keep them in these bottles, you can enjoy ice-cold drinks whether you’re at the stage or on the move.
Among the many items on display, the one that stood out as the most popular—with the most people picking it up—was the venue-exclusive item by illustrator—Yusuke HanaiA collaborative item with [Name]. Mr. Hanai, who draws on surf culture as a backdrop yet remains unbound by any single subculture, has consistently depicted people, nature, and the very essence of time spent by people. Meanwhile, This collaboration came to fruition because both parties—who have long cherished time spent in nature—found a common resonance.
The lineup consists of three items: a bottle, a bottle sling, and a cooler. On top of that, the designs feature artwork that captures the spirit of enjoying the natural surroundings—including puddles at your feet and rain—rendered with Mr. Hanai’s signature warmth and sense of humor.
The booth also featured an exhibition of original artwork by Ms. Hanai.
And here’s an item that really shines at music festivals: the “Day Trip 14L Tote Bag.” What makes it great is that it’s just the right size. At the venue, you’ll want to keep drinks and gel packs cold, but a cooler is way too bulky and not practical for navigating crowded, uneven terrain. That’s where the “Day Trip 14L Tote Bag” comes in.
Daytrip® 14L Tote Bag ¥20,200
It has a capacity of 14L and is large enough to hold 20 cans. The back features a HitchPoint™ grid where you can attach separately sold pouches and other accessories, allowing you to expand its capacity to suit your needs. The wide-opening flap closes securely with magnets, making it easy to take items in and out—another great feature. It’s sure to come in handy not only at festivals but also at the beach or on picnics.
After finishing my interviews at the booths, I wandered around the food and drink area and noticed a few stalls here and there serving drinks chilled in YETI products. Although this was YETI’s first time exhibiting, the brand had already become an integral part of Fuji Rock and fit right in at the venue.
Snapshots of three couples we met at the venue!
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Yusuke Hanai / Illustrator
Item: Rambler 18 oz (532ml) Bottle with Chug Cap
—Which artist were you looking forward to seeing?
It’s Turnstile. While it’s fun to see famous artists that everyone knows, I wanted to see a band that’s truly living in the moment, enjoys strong support from the younger generation, and is still on the rise—a band that’s very much a work in progress. I haven’t seen them yet, but it’s like Rage Against the Machine back in ’97.
—What did you keep in mind when designing for this collaboration?
When you think of , you think of unmatched durability, exceptional cooling performance, and a rugged image—it’s the stuff of dreams for outdoor enthusiasts. While the cooler’s appearance is certainly part of its appeal, what really draws us in is its specs that go above and beyond what’s necessary. For this collaboration with Yeti—which is exclusive to the Fuji Rock Festival venue—we designed this product with the theme of enjoying the outdoors regardless of the weather.
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maya ongaku
Left: Shoei Ikeda (Item: Rambler® 16 oz (473ml) Stackable Cup)
Center: Tsutomu Sonoda (Item: Rambler® Bottle Sling / Rambler® 18 oz (32ml) Bottle with Chug Cap)
Right: Ryota Takano (Item: Rambler® 18 oz (532ml) Bottle with Chug Cap)
—Great job on the live show! Please tell us how it felt to perform at RED MARQUEE.
It was the biggest stage of my career so far. I’ve performed at PYRAMID GARDEN and ORANGE ECHO before, so I’m happy to have taken another step up. I really enjoyed it because I was able to put together a team made up entirely of friends—from lighting to VJ to sound—and tackle the show together. That said, I also identified some areas for improvement, so I’d love to come back to Naeba for a rematch. (Sonoda)
—Which artist were you looking forward to seeing?
"ORGE YOU ASSHOLE" was the best. (Ikeda)
HYUKOH. We danced like crazy. (Sonoda)
I guess it's Massive Attack, after all. (Takano)
—In what kind of situations would you like to use the items you own?
I’d like to take this on my tour. It seems to keep drinks hot or cold really well, so I think it’d be perfect for making coffee at the hotel and taking it to the concert venue. (Takano)
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Left:E.O.U. / DJ (Item: Rambler® 16 oz (473ml) Stackable Cup)
Right:hinata / Room 303 Radio(Item: Rambler® 16 oz (473ml) Stackable Cup)
—Thanks for your hard work as the DJ at the pre-party!
It was so much fun dancing with everyone. (E.O.U)
—Which artist were you looking forward to seeing?
This is Thurston Moore! He’s the guitarist and vocalist for Sonic Youth, and one of the band members is Debbie Googe, the bassist for My Bloody Valentine. I’m looking forward to seeing what kind of performance they’ll put on. (hinata)
—Please tell us your impressions of the cup.
It’s solidly built, so it feels reassuring to carry. It seems very durable, so I think it’s perfect for outdoor activities like music festivals. (E.O.U)
