Right now, something more than just "cultivation" is happening in rural areas. Beyond traditional agricultural production activities, experimental communities of young farmers are gaining attention as they reinterpret and spread the cultural value of agriculture. These new attempts are not simply about producing food, but about considering agriculture as a way of life and connecting it with urban spaces.
'Nongathering' is a project at the center of this movement. The community called 'Mwohanoong' is building an ecosystem of "agri-creators" through creative activities based on agriculture, as well as design, education, and spatial planning. The focus is on transforming rural life into content and establishing sustainable relationships with local communities.
The person leading this experiment is Jihyun Lee, CEO of Mwohanoong. The name "Mwohanoong," which began around Lee's third year after returning to farming, started from the thought, "For agriculture to change, farmers need to do everything." It was not just a play on words, but a declaration. Based on the scalability of agriculture and the power of community, it has established itself as a platform for designing a new ecosystem.
Designing an 'Agricultural Way of Life'
The main base of Mwohanoong is 'Nongbat Ground,' a complex space located in Goesan, North Chungcheong Province. This is not just farmland or an experience center, but a multi-functional community space where various functions are organically integrated, including an F&B space (Mwohanoong House), a shared creative office, an agricultural practice field, and a shared production space called 'Field for All.'
It serves as a gateway for young returnee farmers to develop the necessary senses for agriculture and for urban residents to share the value of agriculture. In particular, 'Field for All' is drawing attention for adopting a design cultivation module based on ecological circulation principles. By applying 'companion planting' combinations to prevent pests and promote crop growth, healthy food is produced using the power of nature without pesticides, chemical fertilizers, or plastic mulch.
According to Lee, an "agricultural way of life" is not simply a tool for making a living, but a way of cultivating one's own life in harmony with nature. Lee said, "I hoped that touching soil would not be seen as just labor, but as a cultural experience. If that happens, I thought people's perspective on agriculture would naturally change as well."
Bringing Together Dispersed Rural Communities... The Birth and Evolution of 'Nongathering'
This philosophy naturally led to the community 'Nongathering.' Starting from a network of returnee and young farmers, this gathering has developed into an alliance of rural-based creators from all over the country.
Lee recalled, "We all followed each other on social media, but had never actually met. So we decided to get together, and more than 80 people gathered from across the country, including Jeju Island. At that moment, I realized I wasn't alone. It was very comforting and joyful."
Since then, Nongathering has expanded by holding regular meetings twice a year, and last year, a roundtable was held in Hadong with the Minister of Agriculture, Food and Rural Affairs in attendance. In September this year, there are plans to invite a similar group from Japan for the first international exchange forum. Lee said, "I visited a group in Hiroshima, Japan, and was surprised at how similar their concerns were to ours. Even though the country and language are different, the concerns about trying something new in rural areas are the same. That made me want to expand the conversation even further."
Going forward, there are plans to incorporate Nongathering as a legal entity and systematize activities such as education, community, and forums. The idea is to enable rural content creators scattered across different regions to connect on a more stable platform.
Turning Experiments into Business, Philosophy into Structure
To ensure that these experiments do not end as short-term events, Lee has worked to diversify and specialize the business structure. "In the beginning, we did everything from space management, education, and design to content events. At first, it was good for showcasing our capabilities, but over time, external perceptions became blurred. Some people saw us only as a cafe, others just as an experience farm," Lee explained.
Therefore, each area was clearly separated. The agricultural product-based business is operated independently, while education and community are managed under Nongathering, and the content brand is run under the name 'House Sigol.' Lee said, "Our biggest strength is our space. I wanted to design programs so that people who come here don't just have a meal, but also take away a story. I tried to incorporate the flow of the farmer's philosophy and life into the space."
Experience-based content centered on space is also effective in broadening contact points with urban residents. Lee said, "People come to the cafe for coffee and end up experiencing the field as well. That way, they naturally come to see agriculture differently. I believe that changing perceptions starts with such small, seemingly insignificant opportunities."
Agriculture as a Vessel for Life
When Lee first entered agriculture, the wish was simple: that farming would not be taken lightly. However, over time, Lee's perspective changed. Simply not being looked down upon should not be the goal. Lee said, "For people to respect a job, it ultimately has to look cool. If it looks attractive, it will be loved, and only then will it last."
For Lee, agriculture is no longer just about the technology or industry of producing food. Touching the soil and moving with the seasons is a way of living in tune with the rhythms of nature. Within that way of life, there are rich sensations that are hard to experience in the city. Lee said, "Farmers live in daily contact with nature. The labor is tough, but the sense of self-worth is very high. I want city people to be able to experience those moments in their everyday lives, even if just a little. Ultimately, what we do is create those connections."
Redefining agriculture is also about re-examining life itself. It goes beyond simply deciding what to plant in the ground and asks what kind of life you want to cultivate. In that sense, Mwohanoong and Nongathering are both an experiment and a proposal to broaden the horizon of what agriculture can mean.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
