Originally from Korea, Francisco Chung arrived in Chile in the 1980s to work for an import company and later went on to lead his own firm: Doite. The company started with a basic catalog of camping gear and today has more than 40 stores between Antofagasta and Punta Arenas, where it offers a wide variety of equipment, clothing, and accessories for outdoor activities.
According to Chung himself, the country’s geographic diversity has served as inspiration for the design and development of these products—an aspect he addresses in this interview. He also discusses the importance of adaptation and constant evolution, rather than chasing fleeting trends, and links this approach to attributes he recognizes in Chilean culture: seriousness, order, discipline, and respect. He also links this perspective to the country’s potential to position itself as an adventure tourism destination.
Chile boasts extreme geographic diversity, ranging from the world’s driest desert to the Patagonian ice fields. How does this geography serve as a testing ground for Doite?
Before discussing its geographic location, Chile is a country located in the Southern Hemisphere—which is somewhat unusual, since most countries are concentrated in the Northern Hemisphere. When we talk about geographic conditions, this is directly linked to climate, because geography itself wouldn’t make much sense without climate. Our climate varies greatly in terms of heat and cold. That’s why it’s difficult to design a product for a single temperature; it has to be versatile, designed not only for summer or winter, but for quite varied climates.
As for the laboratory, we have retail stores and commercial locations open to the public throughout Chile, with more than 40 locations from Antofagasta to Coyhaique and Punta Arenas. This allows us to conduct tests directly with consumers living in those areas, which serves as an excellent laboratory and provides us with valuable feedback from the market.
For you, as a brand with more than four decades of history, what does it mean to be a Chilean company, and how does that identity influence your products?
This is a country that is culturally and demographically homogeneous, but it has a wide range of climates. Therefore, our focus is not only on demographics—such as population size or socioeconomic status—but also on human and social aspects, in terms of culture, the people, and their circumstances. For that reason, our products are very diverse, and we offer many different product lines.
The outdoor market is dominated by international brands. In this context, how does Doite position itself, and what sets it apart?
There are many foreign brands here—from Europe, the United States, and even Asia. These days, brands are quite international, and it’s sometimes hard to identify each one’s original culture and values. We, on the other hand, as a Chilean brand, have our own identity.
Our vision is not merely to develop new, high-tech, or surprising products. We have 40 years of experience, which means we have the expertise to do even better than we have in the past. Rather than “radical innovation,” we seek “mature evolution.”
When we think about the mark Doite wants to leave in the coming years, what is the main legacy they hope to establish with consumers?
There’s something idyllic about our industry: it seeks family closeness, friendship, and community life. The truth is, I don’t want to follow trends. These days, much of the competition worldwide chases trends and creates artificial demand. We want to create products with their own identity and natural—not artificial—beauty, in harmony with our surroundings. We take great pride in what we do because we offer products that are visually appealing in both design and color, beyond their mere functionality, and that’s another way we set ourselves apart.
Identity and Pride
After establishing itself in the domestic market, Doite has expanded its presence to markets as diverse as Argentina, New Zealand, and Norway. This journey has, on more than one occasion, led Chung to explain that it is a Chilean brand—even to those within the country itself who believe it is foreign. The company is now also seeking to communicate this identity through its participation in the“Made By Chileans”brand usage program, which allows it to bear the Marca Chile seal.
For you as a brand, what does it mean to be a Chilean company?
It means being a brand with a proven track record—one that is consistent, serious, disciplined, and respectful. Chile is known for being a serious country. That is the impression I want to convey through our products and services: we are a serious company with serious products, capable of addressing any issue that may arise. We are defined by that Chilean cultural trait of being organized, disciplined, and respectful.
How does Doite help shape Chile's image abroad?
There is still a certain lack of international awareness about Chile. Although the country has gained recognition for its wine and economic achievements, it remains a fascinating, geographically unique, and even mysterious place. When foreigners learn about Doite, they’re surprised and say, “Hey! IsDoite Chilean? Do they make outdoor gear in Chile, too?”
I really liked a slogan the country used to have: “Chile, Always Surprise.” At Doite, we want to be part of that ability to surprise the world, demonstrating that Chile has an outdoor culture, with products that are aesthetically pleasing, high-quality, and extremely competitively priced compared to Europe or the United States. We want to continue blazing that trail and play an active role in showing that Chile always surprises.
