Twenty-five village mothers, one cookie, and the airport

Editor's noteThis story was reconstructed by Dananuri's editorial team from the public news reports and materials listed below. Text in quotation blocks is quoted from the original (translated where noted); Q&A answers summarize those reports. The MD Note reflects Dananuri's own view.

Hahyo village in Hyodon-dong, Seogwipo, sits in what is often called Jeju's mildest climate, and has long been known for its tangerines.^[2] Nearby is Soesokkak, where fresh water meets the sea, and every winter the village is busy with the harvest.

Twenty-five women from the village association came together to form the Hahyo Salon Cooperative, and they call themselves "Hyohyomam", the mothers of Hahyo.^[1]^[2] The cooperative is led by chairperson Kim Mi-hyeong.^[4]

Using tangerines all year round

QWhy start a cooperative?

AHyohyomamAfter the harvest, tangerines had fewer uses. The women wanted to use the fruit in every season and let visitors experience it naturally, so they pooled their efforts.^[2]

QHow is the tangerine-chip gwajeul made?

AHyohyomamGwajeul is a traditional Jeju cookie. Hyohyomam makes it with village tangerines and 100% Korean wheat, then tops it with tangerine chips. Tangerine and barley versions are made too.^[1]^[2]^[3]

Hahyo village has one of the mildest climates on Jeju, which is why its tangerines are famous for being the most delicious.
— Welchon village travel guide (translated)^[2]

The sea off Seogwipo. In Hahyo, orchards run down to the coast.

QWhat else does the cooperative do?

AHyohyomamIt runs classes for making tangerine-chip gwajeul, tangerine tarts, seasonal citrus syrup and omegi rice cakes, popular with families visiting Jeju.^[1]^[2]

From a village kitchen to duty-free

DANANURI MD NOTEHyohyomam's tangerine-chip gwajeul is one of Dananuri's favorite partnership stories. Small producers often stall on duty-free listing reviews, foreign-language labeling and bonded logistics. Dananuri took on those steps with them, so a cookie baked in the village could reach Lotte and Shilla online duty free.

"Made by a village" makes the gift mean more.
Clear ingredients such as Korean wheat and local tangerines build trust with international shoppers.
Village classes and duty-free sales promote each other.

The biggest opportunity, found with Dananuri

For a village cooperative, duty-free is a stage that is hard to reach alone. After teaming up with Dananuri, the Hahyo mothers' tangerine-chip gwajeul is now listed on Lotte and Shilla online duty free. Cookies baked in a small Seogwipo kitchen now travel home in the hands of visitors from around the world.

Good ingredients and honest craft should be enough for a small producer to meet the world; Dananuri builds the rest of the road with them. Hyohyomam is the first story where that promise came true.

Hyohyomam · Hahyo Salon Cooperative

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