From Global Wanderers to Local Cultivators: A Couple's Journey to South Korean Farming
A South Korean couple embarked on an extraordinary journey, transitioning from demanding urban professions to managing a heritage farm. This pivotal life change saw Kang "Kay" Soo-il, a former Samsung software developer, and his wife Lily, an ex-flight attendant, leave their corporate careers to explore the world. Their travels, spanning two years from 2018 to 2020, took them across continents, instilling in them a deep appreciation for rural life, particularly the pride local farmers in places like Calgary, Canada, took in their work. This stood in stark contrast to the often-underestimated perception of farming in their native South Korea.
Returning to their hometown of Yesan in 2020, the couple made the significant decision to take over Lily's family farm, a third-generation enterprise known for cultivating deodeok, or bonnet bellflower. This traditional Korean root vegetable, which Lily noted was scarce abroad, became the cornerstone of their new venture. Renaming the farm to Deodeokmong, meaning "Dream of Deodeok," they faced the challenge of making the business sustainable. Initially, a large portion of their harvest was discarded due to market cosmetic standards. To combat this, they ingeniously pivoted, creating value-added products like deodeok-infused cookies, lattes, and scones. A substantial government grant of approximately $70,000 in 2022 further propelled their innovative approach, enabling them to acquire new equipment and invest in rebranding efforts, which attracted attention from upscale resorts and department stores.
Today, the couple juggles the responsibilities of farming and parenthood, raising their daughter and anticipating a second child. Kang manages the planting, cultivation, and financial aspects, while Lily spearheads branding, marketing, and new product development. Their story is a testament to embracing change, honoring tradition with modern innovation, and building a meaningful life rooted in family and community. Their advice to aspiring farmers is both cautious and encouraging: thoroughly evaluate the challenging lifestyle, engage in hands-on experience, and understand that successful farming in the modern era requires not only agricultural skills but also business acumen in sales and marketing.
The journey of Kang and Lily from corporate professionals to innovative farmers exemplifies a profound redefinition of success and fulfillment. Their story radiates a powerful message of perseverance, adaptability, and the courage to pursue a life aligned with one's values. By revitalizing a generational family farm and introducing its unique produce to a broader market, they demonstrate how innovation and a strong entrepreneurial spirit can breathe new life into traditional practices. Their commitment to their heritage, combined with a forward-thinking business model, serves as an inspiring example of how one can cultivate a prosperous future while deeply connecting with their roots and contributing positively to their community.