The room where entrepreneurs make their business pitches in Dragons' Den is called the Den.
The title gives the programme its central image: founders enter “the Den” to face a panel of investors and present a business proposition. Inside the room, they explain their product or service, financial performance, funding request and proposed equity share. The dragons then question the entrepreneur before deciding whether to make an offer.
The word is part of the show's established vocabulary and is also used in promotional language and episode descriptions. It is not simply a generic studio label such as “pitch room”; it is the distinctive name built into the British programme's identity.
The name connects with the investors' nickname, “dragons,” and helps create the programme's memorable atmosphere. Similar international versions often retain the concept of a powerful investor panel while changing the title, language or terminology for their own audiences.