JEJU-DO < invest Korea

“Mr. Milk products are made from the raw milk of cows raised on organic pastures at St. Isidore Farm. We've established a dairy processing facility in Jeju and have introduced advanced European techniques to develop a wide range of products, including cheese, ice cream, and gelato. As a premium dairy brand delivering healthy value, we are committed to bringing the joy of fresh milk to our customers."                                                  

Shin Se-ho, CEO of Mr. Milk

Most dairy and milk processing companies in Korea are based on the mainland, where there is more land for raising cows and a larger consumer base. Shin Se-ho, the CEO of Mr. Milk, also worked for many years at a mainland dairy company, and based on that experience, he founded Mr. Milk in 2014. The company started as an organic milk delivery service in Seoul and, in 2016, officially signed a raw milk supply contract with the Isidore Development Association. Since relocating its headquarters to Jeju in 2023, Mr. Milk has been using raw milk exclusively from Isidore Farm to ensure consistent taste and high-quality dairy products. Here is the story of Mr. Milk, a brand leading the premium food culture with fresh Jeju milk.

Q. Mr. Milk is the official manufacturer for St. Isidore Farm (hereafter referred to as Isidore Farm). How did the supply agreement between the two parties come about?

I first learned about Isidore Farm when I was working for a mainland dairy company. Throughout my long career in the dairy industry, I encountered many types of raw milk, but Isidore Farm's milk stood out for its exceptional quality. It was so impressive that I wanted to process it myself. After founding Mr. Milk, we entered into a supply agreement with the farm and began producing a variety of dairy products. Milk is about 85% water, and the remaining 15% consists of various nutrients, so the quality of the water that cows drink is crucial. In that respect, St. Isidore Farm offers an unmatched environment, with pure water flowing from the Eoseungsaengak Trail and organic pastures. This is why Mr. Milk products, made from Isidore Farm's milk, can proudly be called premium.

Q. In addition to milk and cheese, Mr. Milk offers a wide range of desserts like gelato and cookies. How do you approach product development?

The key is to make full use of any surplus milk. The amount of milk produced by cows fluctuates with the seasons, especially increasing during winter. Any excess milk that isn’t consumed locally has to be sent to the mainland or discarded. To make better use of the milk, we decided to develop a diverse range of products that wouldn’t overlap with existing dairy companies. To achieve this, I completed courses at renowned institutions in Europe, a leader in dairy farming, such as the Perenzin Cheese Academy and the Carpigiani Gelato School. We also analyzed trends in European dairy products and considered how they could be adapted to Korean food culture. Our product development focuses on maximizing the natural flavors of the raw ingredients. For example, people often associate cheese with being salty, but this is usually due to additives. Mr. Milk cheese, however, is pasteurized slowly at low temperatures, resulting in a rich, smooth texture. Similarly, our recently launched gelato is crafted with a lower air content to enhance its thickness and chewiness while maintaining the rich, clean taste of the milk.

Q. You’ve formed a technology partnership with Priamo Food Technologies s.r.l., a renowned global dairy equipment company, and incorporated their specialized equipment into your factory. What significance does this achievement hold for you as a dairy company?

Priamo is a leading company in Italy’s dairy industry, with a long-standing history and deep expertise. To recreate the authentic taste and texture of traditional cheese while maintaining a competitive edge, specialized manufacturing techniques and equipment are essential. In 2020, we entered into a technology partnership with Priamo to establish our factory. Their technicians visited us to support the installation of the equipment and assist in refining our recipes, enabling us to produce high-quality products.

Q. In May, you opened Mr. Milk’s first F&B store, "Mr. Milk Songdang," in Donghwa Village, Gujwa-eup. What is the concept behind the store?

The store's concept is a "dairy farmhouse," offering a warm, simple space for relaxation where visitors can fully enjoy Jeju’s rural charm. We chose Donghwa Village for its proximity to the eastern Oreum (volcanic hills) cluster and its beautiful hydrangea blooms in summer. The entrance is designed with basalt stones and greenery, creating a path reminiscent of Jeju’s traditional stone walls, while the interior features a truss structure, similar to those used in farmhouses. Large windows let sunlight flood the space, creating a cozy, pastoral atmosphere. We also installed an art piece in the central hall symbolizing Jeju’s pristine water and Mr. Milk’s raw milk, enhancing the store’s overall aesthetic.

Q. Are there any special products or services offered exclusively at the store?

At the store, customers can find a variety of Mr. Milk products that were previously only available online or through other distribution channels. We also serve dishes and beverages made from dairy products. To celebrate the store’s opening, we introduced a premium brunch series developed by Chef Casa Rojo, a former chef at a five-star hotel. The menu changes monthly. So far, we’ve offered dishes like salad pizza topped with bocconcini cheese, bagel sandwiches topped with sliced cheese, and Caprese salad. We also sell soft-serve ice cream and cheeses made from milk and yogurt.

Q. In 2022, Mr. Milk’s dairy processing factory was designated as a Jeju Investment Promotion Zone. This is a rare achievement, especially considering that the designated industries have mostly focused on tourism development. What does this mean for the company?

We received high marks and became the only food manufacturing company designated as an Investment Promotion Zone due to our use of the unique infrastructure provided by Isidore Farm and our ability to create synergies with Jeju’s local primary industries. Since then, we have engaged in various initiatives to share Mr. Milk’s expertise and intellectual property with the local community. This year, we signed an MOU with the Urban Regeneration Center to enhance our business model and collaborate on strengthening organizational capabilities. We also regularly hold pop-up stores in Namseong Village, Jeju City, where we offer hands-on experiences, such as developing recipes with local residents.

Q. You’ve also been hosting events outside of Jeju to promote your products. What pop-up stores or events are planned for the second half of this year?

We’re focusing on promotional activities both domestically and internationally to boost brand recognition and attract potential customers. In March, we participated in Foodex in Tokyo, where we met with international buyers to explore export opportunities. In July, we showcased 10 of our dairy products at the Agri & Food Tech Start-up Rising Expo at COEX in Seoul. For the second half of the year, we plan to participate in the Food Tech & Farming Plus @ JEJU Fair and operate a pop-up store at Hyundai Department Store.

Q. What is the core value that Mr. Milk pursues as a company?

Our core value is producing healthy and trustworthy food. To achieve this, we rigorously control everything from raw material selection through to the manufacturing process of our products. Mr. Milk's dairy processing plant has received certifications for HACCP (Hazard Analysis and Critical Control Points) and organic food production. The milk we use comes from cows that have never been treated with antibiotics or growth hormones, ensuring it is free from hormone-related issues like precocious puberty.

Q. Could you share Mr. Milk's short- and long-term plans, as well as your future goals?

We are focusing on improving the productivity of our milk by increasing operational efficiency. We plan to expand our distribution channels by entering major e-commerce platforms like Kurly and Coupang, making it easier for more customers to access Mr. Milk products. In the long term, we aim to collaborate with distribution retailers to broaden our online and offline presence and expand the direction of our brand. In terms of products, we hope to incorporate a variety of fruits and vegetables grown in Jeju into our dairy offerings. Our goal is to become a company that brings diverse joys to people with healthy and fresh milk. We look forward to your continued interest and support as we grow and develop.