The first generation who pioneered South Korea's previously barren organic milk market, "cow millionaire" Lee Su-ho's cliff-edge challenge is revealed through Seo Jang-hoon's Neighbor Millionaire.
Today (21st) at 9:55 p.m., the EBS program Seo Jang-hoon's Neighbor Millionaire will unfold the dramatic life story of Lee Su-ho, the head of a ranch-style dairy company with annual sales in the 10 billion won range and the largest scale in the country by personal brand. He entered livestock farming at 22 with only two dairy cows, and after numerous trials, errors and setbacks, he now stands tall as the father of 300 dairy cows. From an initially reckless first challenge and a dark period endured with tears to the dramatic reversal he ultimately achieved, his stubborn endurance and determination strike a chord with viewers. In particular, this broadcast introduces various parts of Lee Su-ho's ranch, which spans an astonishing 100,000 pyeong. Seo Jang-hoon repeatedly expresses amazement, saying, "It's surprising that a private ranch is this size."
Around 2010, Lee Su-ho boldly proposed producing organic milk to the corporations that had been supplying raw milk, making him effectively the "first generation" of Korea's organic milk sector. At the time, skeptical reactions such as "organic can't be done in Korea" were dominant, but he spent nearly a year overhauling ranch standards and barn areas to meet organic criteria and persuading landowners to secure land for growing organic crops. The organic milk born of his blood and sweat quickly became consumers' choice despite its higher price than regular milk, and sales grew by about 60%.
However, about three years after its launch, a supply client's 'gapjil scandal' erupted, sparking a nationwide boycott that dealt a direct blow to Lee Su-ho's business. In anger, he made explosive remarks to the supplier and faced a "second hardship." He recalled of that time, "I said things I shouldn't have said." What exactly was the "second hardship" he referred to, and how he overcame that crisis will be revealed on the broadcast.
Meanwhile, Lee Su-ho received a love call from the global coffee franchise "Star Coffee" and is presenting Greek yogurt. In addition, he is collaborating with famous corporations such as Ma○Kurly to introduce various organic products, continuing another leap forward. Seo Jang-hoon and Jang Ye-won, who visited Lee Su-ho's ranch, taste the organic milk produced there and deliver vivid tasting reviews. Before the tasting, Seo Jang-hoon suddenly hesitates, saying, "I am the model for our alma mater's milk," then quickly adds with his trademark banter, "But our alma mater is bighearted. They won't complain about something like this," causing the set to burst into laughter. Jang Ye-won, after tasting the milk, opens her eyes wide after one sip and repeatedly exclaims, "It's so delicious. It's different. No explanation needed," piquing viewers' curiosity.
[Photo] "Seo Jang-hoon's Neighbor Millionaire"
[OSEN]