'Rattack' is a YouTube channel that reviews EDC (Everyday Carry·personal survival gear) equipment and has gained 28,500 subscribers. EDC refers to items carried on a daily basis, and EDC culture is a hobby centered on collecting tools such as multitools, flashlights, and knives that are useful not only in everyday life but also in emergencies for survival.

Kim Jaehyun, CEO of Rattack, who runs the channel, is a veteran collector who has pursued the EDC hobby for about 15 years since the age of 20. After becoming an adult, he began purchasing EDC items such as survival knives and multitools, which were not available to minors. Later, he became a manager of a well-known EDC community to document the items he collected. Since January last year, he has been posting video content reviewing various products.

The Rattack channel attracts significant attention during disasters such as earthquakes and fires. Kim explained, “Whenever the international situation becomes unstable, as with the Russia-Ukraine war, the number of viewers increases significantly,” adding, “Content about assembling survival pouches with hygiene products, tools, and gloves has gone viral, with some videos surpassing 350,000 views.”

The core competitive edge is the 'real-world reviews'. Working in the construction industry, Kim uses various gear in actual job sites and daily life, sharing his firsthand experiences. For example, he secures visibility in dark work environments with a flashlight before the electricity is connected, and uses the screwdriver and pliers of a multitool to assist with tasks. Kim stated, “I only introduce products that I have personally used and found to be good at construction sites.”

Since July last year, he has ventured into commerce by utilizing Cafe24’s ‘YouTube Shopping’ feature. After filming content about “Building a Keychain EDC with 50,000 KRW” at an EDC store, he learned that the number of customers seeking the same products skyrocketed. As a result, he now showcases EDC items such as multitools and mini knives through the ‘Store’ tab on the YouTube channel and within each piece of content. Monthly sales generated through the YouTube channel and content reach between 8 million and 10 million KRW.

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Since November last year, Kim has launched his own brand ‘Deep Carry’ and introduced its first product, the ‘Keychain Multitool’. He was directly involved in every step from product planning, design, material selection, real-world testing, to sales. Kim enhanced the product’s usability by using a higher-grade titanium material compared to existing products and precisely adjusting the specifications of the bottle opener and screwdriver included in the keychain. He also adopted a ‘shark-shaped’ design to minimize the typically rugged appearance of tool keychains. Thanks to these efforts, the product sold out completely within a week of its launch.

Rattack’s goal is to establish EDC as a mainstream culture. Kim strives to present accurate safety rules and policy guidelines through his content. As a result, more viewers resonate with the message that gear you can comfortably carry daily can play a crucial role in emergencies, and there is a growing perspective of viewing EDC culture not just as a collecting hobby but as ‘everyday preparedness’.

Kim said, “Because knives and tools are often included among the gear, there is a negative perception of EDC culture,” adding, “However, knives are among the most essential tools in daily life-for opening delivery boxes, removing packaging, or camping, they are indispensable. In survival situations, they are also necessary for carving wood to start a fire. They are truly everyday essentials.”

Rattack plans to establish EDC culture as a lifestyle. Kim stated, “I want Rattack to become synonymous with EDC, a channel where any beginner can feel comfortable starting out,” adding, “Going forward, I want to create outstanding products that address the shortcomings I have felt with existing items and meet the needs of EDC enthusiasts.”