From 5 cows to 11 countries: the story behind Jeju's Achim Miso Farm

Achim Miso Farm draws 350,000 visitors a year

From raw milk to dairy products, tourism and hands-on experiences, the farm has diversified well beyond its origins

Exports have reached 11 countries since the farm's first overseas sale in 2019

A third-generation succession is in the works, alongside plans to expand a franchise business

Lee Seong-cheol, CEO of Achim Miso Farm, speaks to reporters at the farm in Jeju on Wednesday. [Boo Ae-ri]

"A small farm that started with five dairy cows in 1975 has grown into a company that exports dairy products to 11 countries around the world."

Lee Seong-cheol, CEO of Achim Miso Farm, described the farm's journey during a visit by reporters to the Jeju facility on Wednesday.

Achim Miso Farm is far more than a milk producer. The farm raises dairy cows, uses their raw milk to make yogurt and cheese, and opens its gates to tourists for a range of hands-on experiences. It draws 350,000 visitors a year, making it one of Jeju's leading examples of a sixth-industry agricultural enterprise — one that integrates primary production, manufacturing and tourism under one roof.

The road to success was not always smooth. The Asian financial crisis of 1997 and the global financial crisis of 2008 both hit the farm hard. Concluding that raw milk production alone could not sustain long-term growth, Lee restructured the business to manufacture dairy products directly and sell them to consumers.

Yogurt being produced at Achim Miso Farm in Jeju. [Achim Miso Farm]

The turning point came in 2011, when the farm began supplying handcrafted Jeju yogurt to Paris Baguette, a brand under SPC Group. Meeting the conglomerate's strict hygiene, quality and delivery standards pushed the farm to raise its game. It later expanded its distribution to Hyundai Department Store and other retailers, establishing itself in the premium dairy market.

The farm has also made inroads overseas. Since its first export in 2019, it has expanded to 11 countries, including Hong Kong, Japan and the United States. Export revenue stood at $5,200 in the first year and has since grown to an annual peak of $215,000. Domestically, the farm now supplies more than 30 distribution channels, spanning department stores, large retailers and online platforms.

Opening the farm to tourists free of charge has been another differentiating strategy. By combining cow-feeding sessions, nature activities and an on-site cafe, the farm grew its annual visitor count from 15,000 in 2017 to 350,000 last year — roughly a 23-fold increase. The setup is designed so that the farm experience naturally leads visitors to purchase dairy products.

The farm is now pushing into new territory under a brand called Tincrest. The plan is to expand into cafes and bakeries using dairy products such as kaymak, a type of clotted cream. A franchise expansion is also in the works.

Behind the franchise push is Lee's desire to reward the employees who have helped build the farm over the years. His aim is to share the fruits of growth with staff who have been like family and to create new opportunities for them through business expansion — building a company that grows with its people rather than simply adding more stores.

Succession planning is also underway. Lee's son, Director Lee Won-shin, is already involved in management and production facility operations. The farm plans to pass down the dairy farming expertise and management philosophy built up since its founding, continuing a third-generation family business.

Lee views succession not merely as a transfer of ownership, but as a process of handing down accumulated skills, experience and corporate values to the next generation. The farm's guiding principle of putting cattle health and animal welfare first will also carry forward.

"Achim Miso Farm is what it is today because of the employees who have worked alongside us for so long," Lee said. "I want to expand the franchise business so that we can open new doors for them as well."

boo@heraldcorp.com