We interviewed Mr Jeong to find out more about Rice Flower’s Farmer culinary experiences. Read his interview below.
Rice Flower’s Farmer “Byeoggot Nongbu” local food market includes a culinary experiential complex. It has a Kitchen Lab and Rice Cake Lab offering different cooking and food preparation workshops centered around rice produce.
Learn to make Gochujang, the traditional red chili paste commonly used in Korean dishes like bibimbap and tteokbokki, or Ssamjang sauce, a thick and spicy paste for Korean grilled BBQ wraps. There are hands-on workshops where visitors can learn to make hand-drip coffee by grinding specialty beans with a millstone. Or make your own Makgeolli (traditional Korean rice liquor) or Injeolmi (sticky Korean sweet rice cake with a mochi-like texture).
Located in Gyeonggi-do, South Korea, about 1 hour by car from Gimpo International Airport, Rice Flower’s Farmer is a rural agriculture complex owned and operated by Jeil Farming, renowned for its signature five-colored brown rice. The market offers an authentic taste of Gimpo’s rich agricultural heritage and visitors can savour fresh, locally-sourced produce, indulge in regional delicacies, and unwind in a serene, refreshing setting that celebrates the harmony of nature and rural life.
What inspired the creation of this exceptional culinary experience space?
With a legacy of rice cultivation that spans three generations, I recognized that our heritage deserved to be shared in a more immersive way. Three years ago, I decided to invite guests into a sensory journey that intertwines the fragrant earth, the delicate art of our craft, and the rich tradition of Korean food preparation. I wanted to bridge the past with the present, fostering a deeper understanding of Korean food culture.
In our workshops, we delve into the nuances of preparing traditional condiments like ssamjang, a savory blend of fermented soybean paste that is best enjoyed with vegetables, and gochujang, which is a spicy red pepper paste, that is commonly used in bibimbap, a mixed rice dish that features an assortment of vegetables, meat, and a fried egg.
At our Rice Flower’s Farmers Culinary Experiential Centre, we have cooking studios where participants engage in the joyful experience of crafting their own dishes, learning how these essential elements elevate the flavors of our meals. Sharing food is not just about sustenance; it’s about connection, tradition, and the warmth of gathering around the table, where every bite tells a story.
What was the design concept?
I want to introduce what I love most about my family business —both the simplicity and the beauty of rice culture. We hope that when visitors come by, they enter an environment that feels genuine, where they can immerse themselves in the land and learn the process. It’s about capturing the heart of our craft in a way they won’t forget.
Part of the concept is to introduce natural ingredients that are grown in Gimpo. We have partnered with 12 villages and 2 towns from the northernmost part of Gimpo to showcase vegetables and produce cultivated without any additives. We also serve “light food” for breakfast, a representation of what rice flower farmers eat for sustenance. Our homemade “Misugaru” multigrain shake is popular with visitors as it is both nutritious and delicious, with a yummy nutty and rustic taste. The grains are all from our region such as brown rice, barley, roasted black beans, oats and sesame seeds.
How do you ensure your workshops and tastings capture the traditional essence of Korean food culture?
It’s all about respecting the process. I make sure we teach the history and nuances of each step, especially in makgeolli fermentation. We keep the experience authentic, so guests truly feel the richness of Korean traditions.
What has been the response from customers who attend your workshops? Any memorable reactions or stories?
The response to our workshops has been incredibly rewarding. We have a mix of tourists and locals that visit. Many guests leave with a renewed connection to Korean culture, often sharing heartfelt feedback that inspires us to keep doing what we love. One guest wrote back, saying the experience made them feel closer to their Asian heritage where rice is a staple dish for every meal.
It is wonderful when we help rekindle memories of family traditions they had long forgotten. Stories like that remind us why we do this. Our culinary experience center welcomes a vibrant mix of tourists and locals, each bringing their curiosity and leaving with meaningful memories rooted in the flavors and traditions of Korea. Stories like that remind me why we do this.
How many staff do you have to support farming, workshops, and guest experiences?
Our team has grown purposefully, and there are now about 20 people and we are still hiring. Each person brings something unique. From farming to guiding tastings, everyone plays an essential role. It’s truly a team effort, with everyone sharing the same passion for tradition.
How do you balance your time between farming, hosting workshops, and managing the business?
It can be challenging! Farming is my foundation, but workshops have become just as meaningful. I focus on farm work during harvest and dedicate more time to workshops when visitor numbers are higher. It’s all about prioritizing by season.
What’s been the most rewarding part of expanding from farming to offering these hands-on experiences?
The best part has been watching people connect with our work on a personal level. Sharing something so close to my heart and seeing it resonate with others makes all the hard work worthwhile.
How does your farming philosophy reflect sustainability?
I believe in sustainable agriculture, where we prioritize healthy food over immediate profits. Our legendary Gimpo rice symbolizes this approach—it’s about nurturing the land and focusing on the future together, not just as individuals. By fostering creative agriculture, we can bring joy to people while living in harmony with nature.
How would you describe Rice Flower’s Farmer philosophy?
The phrase ‘farming is the foundation of all under heaven,’ is close to my heart. It highlights the essential role of food in our lives. Good rice and nutritious meals are the cornerstones of health and happiness. I deeply understand the comfort a warm bowl of rice brings, and this drives my commitment to promoting an appreciation for quality ingredients and the traditions surrounding them. It’s about celebrating our agricultural heritage and fostering a connection to the land through every grain we cultivate.
Looking forward, how do you see the experiential side of your business evolving? Are there new ideas or projects in the works?
I want this place to be a destination where people feel a connection to Korean food and farming culture—a place that tells a living story.
Rice Flower’s Farmer Culinary Experiential Complex
Open 365 days a year / 10am to 5pm
Address: 239, Magok-ro, Haseong-myeon, Gimpo-si, Gyeonggi-do, Republic of Korea
Email: sales(at)jeilyoungnong.com of call +82-31-988-3300 to make reservations or enquire
