[Field Report] The Power of K-Dairy Found in Animal Welfare... Achim Miso Mokjang's "100-Year Company" Challenge

From the Brink of Closure During the IMF Crisis to a Popular Destination Drawing 350,000 Visitors a Year
Entered the "Sixth Industry" with an Experiential Farm and Smart Factory
CEO Lee Seongcheol: "Free-Range Farming Is the Least Economical, but It Sets Our Products Apart"

"We were pushed to the brink of closure during the IMF crisis, but we found an opportunity in the crisis by transforming a farm that only sold milk into an experiential farm." (Lee Seongcheol, CEO of Achim Miso Mokjang)

Lee Seongcheol, CEO of Morning Smile Ranch, explains the ranch's management and operations. Photo by Han Jinju.

Located at an altitude of 400 meters in the mid-mountain area of Hallasan on Jeju Island, Achim Miso Mokjang is a popular destination that draws 350,000 visitors a year. Guided by the principle of "happy dairy cows," the farm raises its cows on open pasture. Over more than 50 years of operation, it has faced crises several times, but has continued to innovate, introducing smart-factory technology while adhering to its philosophy of making "the best dairy products." It has since grown into a financially sound agricultural corporation that exports products to 11 countries.

During a visit to Achim Miso Mokjang on October 21, families stood out as they came with their children to take part in feeding young calves. Sheep and geese welcomed visitors at the animal farm in one corner of the property. Other visitors were seen leaving after enjoying coffee and milk at the cafe and buying dairy products, snacks, and other goods.

Achim Miso Mokjang is the only dairy farm in South Korea certified for both free-range farming and animal welfare. The farm was founded in 1975 by Lee's father, who established an environmentally friendly ranch. On the farm, which spans 80,000 pyeong, 90 to 100 dairy cows grow up grazing on organic grass in the pastures. The farm's guiding principle is to operate at a scale that allows it to feed its cows with hay sourced on-site, without importing any. Lee said, "Free-range farming is the least rational and least economical approach, but there is definitely a difference in the taste of the dairy products."

Dairy cows graze freely at Achim Miso Mokjang, located in the mid-mountain area of Hallasan on Jeju Island. Achim Miso Mokjang.

The farm ran at a loss for five years during the financial crisis and was even pushed to the brink of closure. Lee said, "I put the farm up for sale, but it did not sell. After that went on for three years, the loan interest kept piling up. That's when I decided to go back to square one and start again with the farm's core business."

Achim Miso Mokjang, which had only sold milk, opened up a new path as a "sixth industry" by making its own dairy products and transforming into a farm where customers could take part in activities. Since 2007, the farm has developed its own yogurt, cheese, and other products, and now sells a variety of dairy products, including Greek yogurt and kaymak. It expanded its product range to include snacks such as milk wafers and milk sandwiches starting in 2023, boosting sales. It currently sells its products under contracts with 30 companies in South Korea.

Lee said, "We found a turning point after signing a contract with SPC in 2011. Our monthly sales grew from around 3 million won to around 100 million won," adding, "At the time, we knew nothing about hygiene management or quality standards, so we learned step by step and established our production standards." The farm later expanded its list of suppliers to include Hyundai Department Store and E-Mart, and its products are also sold through Market Kurly and 7-Eleven.

Inside the factory producing dairy products at Achim Miso Mokjang. Achim Miso Mokjang.

The introduction of a smart factory five years ago also helped increase productivity and product quality. By using various data, including production volumes and temperatures, to manage the entire production process, the farm also reduced the workload. Stabilizing its manufacturing facilities helped create opportunities to work with overseas buyers and expand exports. The farm currently exports dairy products and snacks to 11 countries, including the United States and Hong Kong. Lee said that its eight certifications, including those for environmentally friendly practices, organic products, nature-friendly production, and animal welfare, also help it remain competitive.

Visitors also surged after the farm changed its operating model to allow free entry last year. Annual visitor numbers rose from around 15,000 in 2017 to 350,000 last year. The farm was able to generate revenue by selling dairy products and snacks instead of charging an admission fee. Developing new menu items using dairy products, such as ice cream and kaymak, also helped it build a reputation as a popular place to eat. Farm experience programs, including calf commuting, a family photo challenge, treasure hunts, and docent-led tours, have also been well received.

A view of Cafe Tincrest inside Achim Miso Ranch. Achim Miso Ranch

Lee said, "We used to focus on group reservations, but after switching to free entry, the customer experience became a means of promotion. As more customers became familiar with the Achim Miso Mokjang brand without us advertising, we also received more requests from retailers to sign contracts."

Lee's goal is to launch a franchise under the Achim Miso Mokjang brand, allowing long-serving employees to operate stores after they retire. The farm has also introduced TINCREST, a cafe brand that sells kaymak and other products on-site. Lee said, "I want to create a franchise to help loyal employees when they leave, so that it doesn't feel like a painful goodbye. We will prepare for each morning with a view not to next year, but to a hundred years from now."

This content was produced with the assistance of AI translation services.