“We raise happy cows and produce quality dairy products.”
Lee Seong-cheol, CEO of Morning Smile Farm, shared the philosophy that has guided the farm for over 50 years during a press conference on October 21 at the farm in Jeju. His steadfast commitment has transformed the farm into a unique space that brings smiles to many.
During the event, part of the Small and Medium Business Central Association's Leaders Forum, Lee explained, “The farm started in 1975 with three cows and became the first dairy farm to export products in 2019. Now, we sell various dairy products to 11 countries.” He added that the farm has become a popular destination in Jeju, attracting 350,000 visitors annually, which has led to contracts with major retailers due to its growing recognition.
Morning Smile Farm received the prestigious Daesan Rural Award in the agricultural management category in 2025. Established in 1991, the Daesan Rural Award honors individuals who have contributed to the development of agriculture and rural areas, based on the philosophy of the late Daesan Shin Yong-ho, who believed that “rural life is the root of our existence, and agriculture is the industry that sustains life.”
Operating on a 260,000-square-meter farm within a UNESCO biosphere reserve in Jeju, Morning Smile Farm practices free-range and eco-friendly livestock management under the belief that “happy cows produce good milk.” Lee noted, “We are the only dairy farm in the country certified for free-range animal welfare, where cows graze on organic grass.”
A pivotal moment came in 2011 when the farm partnered with SPC. Lee remarked, “I learned about hygiene management, quality standards, and production management step by step,” emphasizing his confidence in hygiene practices. The farm has also implemented a smart factory system to oversee production comprehensively.
Word of the farm's quality products has spread internationally. Lee stated, “We currently export to 11 countries, including Hong Kong, Japan, and the United States,” noting that annual export revenue surged from $5,200 in 2019 to $215,000 in 2025.
Morning Smile Farm continues to strive for more smiles. Lee expressed pride in being recognized as a community contribution certified company for five consecutive years from 2021 to 2025, stating, “Most certified companies are public enterprises or banks. We are the only private company in South Korea to achieve this.”
As a model for an agriculture-based brand, Lee dreams of a sustainable farm.
“I will prepare every morning looking not just to next year, but a hundred years ahead.”
* This article has been translated by AI.
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