In Dragon's Den, the investors who question entrepreneurs are called the Dragons.
The name is central to the programme’s identity: business owners enter the “den” and face a panel of wealthy investors who decide whether to make an offer. Each Dragon brings a different commercial background, such as retail, technology, manufacturing, food, property or consumer products.
A pitch normally begins with an entrepreneur stating the amount requested and the equity offered. The Dragons then test the proposal by asking about revenue, margins, costs, competition and the value placed on the company. Offers can be accepted, rejected or negotiated during the discussion.
The term is often confused with “Sharks,” the name used by the US series Shark Tank. Both shows descend from the same international format, but the UK programme consistently calls its panel the Dragons. That distinction makes “The Dragons” the specific answer for the British series.