JEJU-DO < invest Korea

"Gongsimchae took its first step to foster a harmonious settlement for people of diverse backgrounds by cultivating crops together and sharing the harvest. We strive to create a virtuous cycle that connects producers and consumers while respecting individual cultures and supporting the self-reliance of vulnerable groups. As a company dedicated to social value, we aspire to become a long-standing organization that spreads warmth and compassion.”                                         

Hong Chang-wook, CEO of Gongsimchae

With a name that combines the Chinese characters for “heart” (心) and “shine” (彩), Gongsimchae isn’t just another vegetable brand; it symbolizes the idea that "sharing hearts brings light." Established in 2018, Gongsimchae has been engaging in various initiatives as a social enterprise. The company operates multicultural communities and social farms, where people collaboratively grow crops. By integrating Jeju’s unique culinary culture with local agricultural products, Gongsimchae processes these crops into goods and distributes them through online and offline platforms. Additionally, it works closely with farmers, businesses, and local residents nationwide to develop brands and host events. From cultivation and processing to distribution and sales, Gongsimchae leads the sixth industry by encompassing a broad spectrum of activities.

Q. What inspired you to establish Gongsimchae?

After completing my studies, working, and getting married on the mainland, I settled in Jeju 15 years ago. I then worked for eight years at Murung Farm, a village enterprise, managing a subscription service that delivered produce to consumers monthly. Witnessing the realities of distribution firsthand, I decided to become a farmer to root myself in the community deeply. When founding Gongsimchae, my main priorities were sustainable agriculture and fostering neighborly bonds. I also sought to support multicultural immigrant women in Jeju while exploring crops suitable for its increasingly warm and humid climate. This led me to subtropical vegetables. Since these vegetables blend well with Korean cuisine and immigrant women are already familiar with them, I believed creating a production and sales system could support their self-reliance and community integration.

Q. Growing subtropical vegetables in Jeju must have been challenging. What difficulties did you face?

The biggest hurdle was a lack of experience, which led to numerous trial-and-error attempts. There was little existing expertise or advice available, and because we were growing unfamiliar subtropical vegetables instead of more widely supported crops like citrus, many said we were “asking for trouble.” (laughs) While cultivating organically, we also faced pest infestations that forced us to cut down our water spinach (kong xin cai) crops several times. Despite these challenges, we gradually built a solid foundation by leaning on the support of local residents and colleagues whenever difficulties arose.

Q. How did you initially find sales channels and develop a revenue model?

Our first harvest was sold via a crowdfunding platform. Subtropical vegetables aren’t widely consumed, but we saw an opportunity to combine sales with marketing through this approach. The products included subtropical vegetables like water spinach and cilantro, salad greens like arugula and radishes, and seasonal winter vegetables like potatoes and broccoli, cultivated in the southernmost regions, as complimentary gifts. We also provided recipe cards to familiarize consumers with subtropical vegetables. As a result, we exceeded 100% of our funding goal and concluded the campaign successfully. Following this, we received supply contract proposals from local hotels and restaurants, including Hyatt Regency, and began regular deliveries, further expanding our sales channels.

Q. Gongsimchae is involved in various activities beyond agriculture. You’ve launched multiple projects for immigrants and even introduced eco-friendly straws made from water spinach. Could you share more about these initiatives?

One notable project involved transforming immigrant women’s native vegetables into “local foods.” Crops like basil, water spinach, and cilantro were grown and shared with locals, fostering mutual understanding and reducing cultural distance. From June to December, we supplied 30kg of basil as a sauce ingredient to restaurants and 50kg of water spinach to three school lunch companies monthly. Within five months, this project generated approximately KRW 10 million in revenue. We also used water spinach as an educational tool in experiential programs. By inserting a long rod into the thin membrane inside its stalk, participants could create straws. These straws, already widely used in Southeast Asia, are simple enough for children to make and serve as an effective way to teach environmental awareness. Furthermore, by cutting the ends into multiple strands, the stalks could be repurposed as bubble wands, which became a hit among children.

Q. Recently, Gongsimchae has introduced various food products processed from basil and other herbs. What motivated the expansion from agriculture to the processing sector?

In Korea, subtropical vegetables have relatively low individual consumption and unstable demand, making it difficult to predict sales volumes. To address this, we began growing and selling herbs with consistent demand to build a foundation for generating stable revenue. Moreover, since Gongsimchae shares its name with the Korean pronunciation of water spinach and has a clear mission as an agricultural company, we sought to diversify product categories by launching the processed food brand All.Jeju. The flagship products include basil-blended tea bags and beverages. These are made by blending Jeju-grown tangerine peels and beets, resulting in nutrient-rich, caffeine-free options that can be enjoyed by anyone without concern.

Q. Gongsimchae has been actively expanding its sales channels by collaborating with various companies and farms. Could you share some notable examples?

In August of last year, we partnered with SR, the operator of Super Rapid Train (SRT), to launch SRT-Jeju Basil Tea. This was a particularly meaningful achievement, as it marked our first beverage merchandise. This product is now available in vending machines on all SRT trains. Meanwhile, this collaboration involved 17 other social enterprises alongside Gongsimchae, each showcasing merchandise highlighting their signature products and unique qualities. To facilitate this, the SRT Merchandise Development Team was formed in 2022, overseeing every step from planning to production. Earlier this year, in March, we also signed a supply contract with Jeju Air to provide Jeju Dried Veg & Seaweed Mix and Jeju Spicy Sauce as in-flight meals under the All.Jeju brand. Furthermore, we partnered with Farmers Herb in Hongseong, South Chungcheong Province, to promote our brand as a herb-growing farm. Together, we launched the new brand Here Pause, developing products like Herb Salt and Blending Tea, which are now available on Gongsimchae’s Smart Store.

Q. Your social farm program has been running for five years now. What kind of activities does it involve?

We collaborate with five families from China, Taiwan, and Vietnam, cultivating crops together in a communal garden every weekend. During farming, childcare specialists accompany us to provide care programs for children. Although the participating families come from diverse cultural and national backgrounds, they naturally communicate in Korean, even picking up the local Jeju dialect as they bond over shared experiences as immigrants. Now in our fifth year together, we not only grow crops but also cook and share meals, exchanging stories of challenges faced in a foreign land, forming close-knit bonds like neighbors.

Q. What future ventures would you like to pursue under the Gongsimchae name?

We plan to focus more on offline sales. We want to meet our customers in person and share the stories behind Gongsimchae's various initiatives. By collaborating with local farmers and businesses, we aim to establish regional hubs nationwide, participate in exhibitions, and host pop-up stores, offering opportunities for people to experience our brand.

Q. As Gongsimchae enters its seventh year, what are your goals moving forward?

The vision we initially sketched in our minds is gradually becoming a reality, with Gongsimchae's unique products and partnerships steadily expanding. Compared to our early days, our organization has undeniably grown stronger. Going forward, we aim to remain a customer-centric company and brand. We constantly ponder what products can best embody the essence of Jeju while delivering wholesome tastes. With gratitude for the support we’ve received so far, we pledge to continue making everything with care and sincerity.

■ INFORMATION

Established in | 2018
business line  | distribution of agricultural products, processed food production 

SNS  |  kongxincai

Homepage  |  kongxincai