Project Haesley Natural Recreation Forest Concept Planning and Operational Consulting
Client CJ Logistics Resort Division
Category Concept planning, Operational consulting, Content development, Product and service design, External partnership coordination
Location Yeoju, Gyeonggi Province, South Korea
Period 2023–2024
Provided concept planning and operational consulting for the "Haesley Natural Recreation Forest" project under CJ Logistics Resort Division. Developed sustainable business models by integrating demographic trends and lifestyle insights, delivering differentiated content strategies aligned with CJ’s global leadership vision.
Project Barangjae Operational Planning and F&B Consulting
Client LINA Life Insurance, Senior Foundation (Chubb Group)
Category Brand concept development, Operational planning, F&B concept design, Local resource R&D curation, ESG program development, External partnership management
Location Pyeongchang, Gangwon Province, South Korea
Period 2023–2024
Big Farm Company led the strategic planning and F&B concept development for Barangjae, a hospitality and cultural project initiated by LINA Life Insurance’s Senior Foundation (Jeonseonggi, 전성기), meaning “Prime of Life.” Anchored in Gangwon Province, the initiative connects Korea’s local resources—including culinary heritage and regional wellness values—into an ESG-aligned experience. This showcases Big Farm Company’s expertise in translating Korean locality into meaningful global content across food, tourism, and social impact campaigns.
Project Harvest Namsan Rooftop Restaurant Concept Planning
Client Private Client
Category Concept planning, Brand design, Menu development, Ingredient sourcing, Staff training and manual development, Media promotion and influencer marketing
Location Namsan, Seoul, South Korea
Period 2013
Concept planning and brand design for "Harvest Namsan," a flagship rooftop restaurant in Seoul featuring a European-style urban farm concept. Developed a natural food menu, sourced local and organic ingredients, created operational manuals, and executed media promotions and influencer launch events to establish a distinctive farm-to-table brand identity in the heart of the city.
Project Season's Table Culinary Content Planning
Client CJ Foodville
Category Culinary content planning, Brand storytelling, Seasonal menu development consulting, Ingredient sourcing and supply, Farm expedition program operation, Brand promotional content creation
Location 54 locations nationwide (South Korea)
Period 2013 – 2018
Led the "Season’s Table" culinary content project for CJ Foodville, creating brand storytelling and seasonal menus inspired by Korean agriculture and heirloom crops. Strengthened partnerships with eco-friendly farmers through contract cultivation and farm expeditions, promoting the value of local ingredients and sustainable food culture across 54 locations.
Project Tous les Jours New Product Culinary Content Planning
Client CJ Foodville
Category Culinary content planning, On-site curation, Farm expedition operation, New product photography and storytelling, Broadcast content planning
Location Haenam, South Korea
Period 2013
Planned and executed culinary content projects for CJ Foodville’s "Tous les Jours," creating new product stories through farm expeditions and on-site curation.
Developed promotional content including photography and storytelling, featuring local specialties from Haenam to enhance product authenticity and brand appeal.
Project One Village, One Product Sikgaek Expedition
Client CJ O Shopping
Category Planning, On-site Curation, Culinary Tour Operation, Product Styling and Photography, Catalog Content Production, MD Coordination, etc.
Location South Korea
Period 2010-2013
Led the “Sikgaek Expedition” project for CJ O Shopping, developing monthly farm-to-table experiences to connect consumers with eco-friendly farms. Supported sustainable growth by discovering top producers and expanding market access, with 37 expeditions involving around 10,000 premium customers and MDs.
Project The Life School Experiential Learning and Rural Wellness Program
Client BigFarmCompany (Self-initiated Project)
Category Concept planning, Program design, Rural retreat operation, Cross-disciplinary networking, Community engagement initiative
Location Jangsu, Pyeongchang, Andong, Gochang (South Korea)
Period 2016–2019
Created "The Life School," a retreat-style learning program for thought leaders across diverse fields including humanities, science, arts, and agriculture. Designed experiential camps in rural Korea, offering participants wellness experiences, cross-sector networking, and inspiration rooted in nature and local culture, contributing to rural economic revitalization through knowledge exchange and tourism.
Project BigFarm Farm Mate Sustainable Agriculture Ambassador Program
Client BigFarmCompany (Self-initiated CSR Project)
Category Program design, Agricultural education, Volunteer and service program coordination, Rural revitalization initiative
Location Nationwide (South Korea)
Period 2010–2017
Launched the "BigFarm Farm Mate Program" to foster next-generation advocates for sustainable agriculture, connecting urban youth with rural communities through structured education, field experiences, and volunteer activities. Over seven years, the program trained 157 certified participants across 17 cohorts, nurturing a network of young leaders committed to rural revitalization and ecological stewardship.
