After traveling and studying in the United States, Yukio's son Tohru Yamai, saw first hand what it meant to spend time outside and interact with the natural world. He would bring back to his father a radical new vision and direction for Snow Peak that was met with much reluctance from Yukio. However, upon incredible persistence from Tohru, he was able to convince his father to pursue his new business model for Snow Peak which would usher in a new direction and change the industry in Japan forever.
