What kind of brand is “Deodeokmong”? We heard there’s a family story behind it.

“Deodeokmong,” meaning “the dream of deodeok,” is a brand built built on the legacy of a three-generation deodeok farming family - carried on by my grandmother, father, and me. For over 40 years, our family has cultivated deodeok at the foot of Gayasan Mountain in Yesan. Once, we were simply farmers selling fresh deodeok, but we decided to turn it into a processed food brand to share its value with the world. From farm to table, we pour into every product the sincerity shaped by our family’s own hands.

What inspired you to develop “Deodeok Jerky”?

Since childhood, I’ve had a meat allergy, so I grew up grilling and eating deodeok instead of meat. Naturally, I began to wonder, “What if I could create a snack that captures the flavor of meat without actually using it?” Because deodeok is rich in protein and dietary fiber and is an excellent health food, I began researching ways to turn it into a modern snack.

What was the most challenging part of creating deodeok jerky - and how should people enjoy it?

It took hundreds of trials and errors to achieve the perfect chewy texture. The biggest challenge was keeping the natural fibers of deodeok intact while preventing it from becoming tough. During that process, I even had to discard more than a ton of deodeok. Eventually, I discovered the ideal cooking ratio and balance of smoky flavor, filed a patent, and successfully created an entirely new category with “Deodeok Jerky.” While it tastes great on its own, you can enhance the flavor by lightly pan-frying it with a bit of butter. The nutty aroma and smoky scent come together to deliver a deep, rich taste reminiscent of “grilled deodeok.”

There seems to be a clear philosophy behind the product design. What was your intention?

I believe design is not just packaging but “a language of storytelling.” The red and blue represent taegeuk, the traditional yin-yang symbol of Korea, while the shape of the deodeok root was incorporated into the logo to express the vitality of Korean tradition. I wanted people to feel, the moment they see the product, “This is the taste of Korea.”

What philosophy or values does Deodeokmong aim to convey?

Deodeokmong is not just a brand that makes deodeok-based products - it strives to be “a brand that preserves the value of endangered native crops.” We breathe new life into discarded deodeok, providing farmers with new sources of income and consumers healthy, meaningful choices. Our ultimate goal is to build a virtuous cycle where agriculture and the environment can coexist sustainably.

What is the next step for Deodeokmong?

Deodeok Jerky has already received positive responses through pop-up stores at Hyundai Department Store and various online and offline retailers. Moving forward, our goal is to enter duty-free shops and global platforms to establish ourselves among international visitors as “K-Jerky.” At the same time, Deodeokmong aims to raise awareness of the value of deodeok as a forgotten native crop and grow into a sustainable brand that supports both farmers’ livelihoods and the environment.