A boom in outdoor activity in the Republic of South Korea has given a Midlands manufacturer the opportunity to set up camp there.
The country has seen its number of campers double to 1.3m between 2010 and 2013 and Derby based Tripbuddy have capitalised with their innovative outdoor living space.
Founder Bill Davis originally identified the Republic of South Korea as a good place to do business in the 1990s and he has been working in and monitoring the marketplace ever since.
He explains: "It's a country that I really like and I got a feel for the market. The people are quite charming and I can't believe it isn't more popular with foreign tourists."
Not that it has hampered Tripbuddy's break through into the domestic market. Initially American RVs (recreational vehicles) were popular but the market began to look for smaller European models.
Bill continues: "We're one of the few British companies exporting to this territory; the emerging middle class in the Far East is actively seeking out premium British brands. Tripbuddy is different enough to spark their imagination and we have developed a special edition for this market that take cultural nuances into account - You might say that it has Seoul."
It's been a long time coming, but Britain has emerged as a contender and is trusted for reliability and design flair. Innovation in the UK is seen as the best and consumers are prepared to pay for luxury brands."
Tripbuddy has an exclusive distribution agreement with an in-country agent and UKTI are engaged in process. Due to a special agreement the Republic of South Korea has the same export status as countries in the EEC and Tripbuddy has gained 'approved exporter status' there.
Bill concludes: "Our product is supporting the economic recovery here and I am travelling out next month to promote it further following a significant order."
Ultimately Tripbuddy enhances the outdoor experience and we would like to develop the market and the brand further by building a strategic alliance and long term relationship with the country."