Inho Baek is a young farmer in his sixth year of living and working on Jeju Island, after leaving behind a decade-long career in fashion marketing. His journey began with the Camino de Santiago and a year of traveling the world, eventually leading him to settle down in Jeju after helping a friend with their farm. He now runs a brand called Just Jeju, introducing seasonal produce and value-added goods made from local ingredients. From the start, he naturally embraced eco-friendly farming, learning its challenges and values through hands-on experience. Drawing from his background in marketing, he treats farm products like a brand—thoughtfully packaged, intentionally designed. His collaborations, like turning carrot greens into pesto, aim to give new life to what might otherwise be wasted. Daily walks with his dog and weekly runs with a local crew have become essential rhythms in his life. With a mindset of “accept what you can’t control, and do your best with what you can,” he continues farming with steady joy. His goal is to keep growing his brand into his seventies, while carving out one free month a year to rest, reflect, or explore something new.

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