When a CBT reporter visited STRAWBERRY FOREST to interview Lee, the first thing that stood out was the experience space, which resembled a cafe. What was particularly impressive was the side spacing between tables, designed with children in mind, as well as the generously arranged play areas. Notably, the cultivation area and the experience area were separated, ensuring that the paths of visitors and workers did not overlap. With such a distinctive operational approach, what led Lee to start strawberry farming? To find out, the CBT reporter spoke with him about how he got started and the story behind STRAWBERRY FOREST.

  Lee, whom the reporter met at STRAWBERRY FOREST, introduced himself as a young farmer. He does not view agriculture simply as hard labor, but rather as an innovative business opportunity. This is because he believes that few industries offer as much potential for sustainable growth as agriculture when combined with technology, capital, and a modern sensibility.

  To turn this vision into reality, Lee completed his business registration in 2022 and has since been operating a strawberry farm in Cheonan. In particular, he established a system to precisely manage crop growth conditions by introducing an integrated environmental control system. His reason for adopting a smart farm–based integrated environmental control system is clear: To ensure the stable production of high-quality strawberries regardless of climate change, while also presenting a positive milestone for the future direction of agriculture.

  Before starting his career in agriculture, Lee had neither a related academic background nor any practical experience. However, he discovered the potential to apply his field of study to agriculture. “I majored in Business School in China, where I learned about market trends and strategic planning. Although I had no prior farming experience, I was convinced that agriculture is a highly sophisticated business in which data analysis and precise market strategies determine success. In the initial stages, I faced challenges due to my lack of farming skills, but I overcame these limitations through training at the agricultural technology center in Mokcheon and the strawberry meister program. Now, based on those experiences, I am building precise cultivation data and practicing data-driven agricultural management.”

  Why did he choose a smart farming approach instead of traditional labor-intensive agriculture? The answer lies in the biological characteristics of strawberries and the uncertainties of the external environment. “Strawberries are sensitive to subtle environmental factors such as temperature and humidity, pests and diseases, and sunlight. In particular, the accelerating climate crisis and increasingly unpredictable weather have become major threats even to experienced farmers. I concluded that a system capable of compensating for these external uncertainties through technology and precisely controlling conditions to maintain optimal crop growth is the key solution for achieving stable and high-quality production in the uncertain future of agriculture.”

  He said that running the farm brings him a sense of fulfillment as a farmer and as a business owner. “As a farmer, the greatest reward is hearing sincere feedback from customers who say, ‘It is really delicious,’ after tasting the strawberries I carefully grew. On the other hand, as a farm operator, I feel both industrial confidence and a sense of achievement when the number of returning customers increases each year and the farm continues to grow steadily, as reflected in sales.”

  What challenges did he face in the initial stages of starting his farm? He pointed to the excessive cost of building a smart farm and his lack of farming experience as the biggest obstacles.

  “In the early days of my business, the biggest challenges I faced were the substantial initial capital required and my lack of farming experience. Cheonan was my hometown, but pioneering a business in the entirely new field of agriculture was a completely different matter. Compared to conventional farming, smart farming requires higher facility investment costs, and securing suitable land was far more difficult than I had expected. I overcame financial limitations by thoroughly analyzing and actively utilizing government and local youth startup farming support programs. To make up for my lack of experience, I sought out agricultural technology centers and experts, learning directly from the field. As a result, by combining my emotional connection to my hometown with guidance from field experts, I was able to build STRAWBERRY FOREST into what it is today.”

  What are the goals of Lee, who has been running his farm for the past four years? He explained them in terms of both short-term and long-term objectives.

  In the short term, he said, “My goal is to have STRAWBERRY FOREST be the first name that comes to mind when people think of ‘Cheonan strawberries,’ by being recognized for outstanding quality and differentiated product value.” He added, “Through data-driven precision cultivation, I aim to build strong brand trust so that customers always associate our strawberries with reliable through high-quality produce.”

  In the long term, he expressed his ambition to use the trial and error he experienced and the data he has accumulated in the field as assets to guide young people who dream of a future in agriculture. He said, “Since smart farming has a high barrier to entry, I want to share practical know-how to help younger farmers settle more stably.” He continued, “I hope my success will not remain a personal achievement but serve as a foundation for a smart farming ecosystem built together by young people,” emphasizing that “My ultimate goal is to establish a sustainable agricultural model that combines technology with the passion of youth.”