Farmers' Market Marche@ Cheers People Who Make Their Own Food

For 14 years, the "Marche@" farmers' market has been cultivating a vegetable-centric lifestyle in South Korea, fostering direct connections between consumers and small-scale farmers. The market, which takes place in various Seoul locations, offers produce often unavailable in supermarkets and allows for direct interaction between growers and buyers. "I like that there are many things not sold in supermarkets. I like well-being. Our generation's trend is to enjoy mornings over nights without drinking," said Baek Ji-won, a 28-year-old visitor at a recent market in Omok Park.

Lee Bo-eun, the representative of "Marche Friends" and former executive director of Marche@, highlights the market's impact on food culture. "I believe people have rediscovered the taste of vegetables," she stated. "They've learned how diverse vegetables are and how they differ with the seasons and farming methods. Farmers and chefs have also rediscovered vegetables, using them in various ways, from pickles to garnishes, and even utilizing their leaves."

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I like that there are many things not sold in supermarkets. I like well-being. Our generation's trend is to enjoy mornings over nights without drinking.

Marche@ began in 2012 as a collaborative effort by Lee, Kim Soo-hyang (owner of vegan cafe Sukara), and Song Sung-hee (CEO of '10 Years Later Institute'), supported by a planning group called "Marche Friends." Initially, it wasn't strictly a farmers' market but a space for exchanging the results of various labors. In 2014, it was redefined as "Marche@ Farmers' Market," emphasizing dialogue between producers and consumers.

The market has become a vital space for new farmers, including young, urban, and returning farmers, providing them with a platform to establish themselves. It has also influenced consumer behavior, with a growing segment of the population seeking leisure activities centered around markets like Marche@. The initiative has also spurred the creation of a "Vegetable Market@" alongside the original "Farmers' Market@," showcasing the expanding influence of this unique food movement.

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I believe people have rediscovered the taste of vegetables. They've learned how diverse vegetables are and how they differ with the seasons and farming methods. Farmers and chefs have also rediscovered vegetables, using them in various ways, from pickles to garnishes, and even utilizing their leaves.