What kind of brand is “ohya ohyat,” and how did it begin?

“ohya ohyat,” a local food company established in 2021, develops Korean-style desserts made with regional specialties such as Gimcheon plums and walnuts. As a “mutual-growth local brand” that breathes new life into local agricultural products, it creates its offerings in collaboration with local farmers.

What inspired the creation of “Baramjae Walnut Rice Cake”?

Baramjae in Gimcheon has long been known as “Walnut Hill” for its abundance of walnut trees. We wanted to carry on that tradition while modernizing duteoptteok, a sweet rice cake with filling that was often inconvenient to eat.

What did you focus on most when developing the product?

Our biggest priority was using “genuine local ingredients.” We used only domestically grown walnuts, especially those produced in the region, and minimized sweetness to bring out the natural flavor of the ingredients. While the taste is familiar, we carefully balanced flavor and texture so that with one bite, people would feel, “This rice cake is something different.”

Were there any challenges or memorable moments during the development process?

The biggest challenges were rising material costs and quality control. Since we insisted on using only locally sourced ingredients, production costs were high, and we also had to resolve issues related to moisture control and shelf life. After dozens of tests, however, we found the optimal ratio and established a stable supply system through collaboration with local farmers.

What did you gain from participating in the contest?

Having a clear standard for what defines a “tourism souvenir” helped clarify the direction of our product. It made us think not only about the taste but also about how to integrate local culture and design. As a result, the completeness of our brand storytelling has greatly improved.

What are your future plans and vision?

Our goal is to grow beyond mutual growth with local farms and become a local brand that represents the culture of Gimcheon. We plan to introduce eco-friendly packaging and strengthen transparency in our production process, while sharing the stories of Gimcheon’s nature, people, and food with the world.