Snow Peak, a high-end Japanese outdoor brand, has recently opened its first outdoor lifestyle flagship store at Shanghai’s Jing’an Kerry Centre. Founded in 1958 and renowned for its premium camping gear, Snow Peak has been steadily expanding its presence in China. In 2022, the brand established a Chinese headquarters and joint venture to oversee sales in mainland China and Hong Kong-Macau. However, a dispute over authorization emerged after Chinese golf fashion brand Biem.L.Fdlkk opened a Snow Peak store in Shanghai, selling only Korean product lines. Snow Peak China has contested the legitimacy of the store, claiming exclusive rights in the region. The issue highlights the “real vs. fake official” challenges foreign brands often face in China. Snow Peak has made it clear that it does not guarantee the products or services from unauthorized stores.