"5,000 won? I'd buy it even if it were 50,000 won."
On the afternoon of the 3rd, when a light rain was falling, at Kkotji Coastal Park in Taean County, South Chungcheong Province. People around burst into laughter at a couple's conversation in front of a food truck in the central plaza. As Chef Jeong Ji-seon, wearing a black cap and mask with a chef's uniform, busily worked a pan, visitors one by one stopped and began to line up.
A fair touting "horticultural therapy" as the first of its kind in the world is now drawing people with "taste." Chef Jeong is also an ambassador for the Taean International Horticultural Therapy Expo.
◇ As Chef Jeong Ji-seon appears, a long line forms… "We'll eat even if it rains"
The Taean International Horticultural Therapy Expo Organizing Committee launched the "Tasty horticultural therapy with star chefs" event that day. Every Sunday during the expo, renowned chefs will cook and sell dishes on-site using horticultural ingredients. Starting with Chef Jeong Ji-seon as the first guest, chefs Oh Se-deuk, Im Hee-won, and Kim Sung-woon will visit Taean in turn. They will present "kaiserschmarrn," "sulbbang tiramisu," and "arugula kimbap," respectively.
Although the event began at 2 p.m., visitors eager to try the popular chef's food flocked in an hour early. They dispersed once after being told preparations were not yet finished, then as soon as an announcement said, "We will begin now," hundreds lined up at once. In the queue, reactions included, "Where else would you get a chance like this," "Worth coming even in the rain," and "The price is cheaper than expected."
As crowds swelled, some voiced frustration over control measures. When repeated announcements asked visitors standing near the stanchions in front of the food truck to step back, some turned away. An event official said it was "an unavoidable measure for safety."
The menu Chef Jeong unveiled that day was "lavender raw cheung fun." A total of 300 servings were prepared in two rounds at 12 p.m. and 2 p.m., and the price was 5,000 won. Considering that other food at the venue was around 10,000 won and that a famous chef cooked it personally, many said the price was relatively reasonable. All food was served in reusable containers and operated on a return-after-meal basis.
◇ Flowers, the sea, and even scents… a healing space that satisfies the senses
Visitors whose mood was lifted by "taste" headed straight for the flower paths. In the outdoor exhibition area, more than 100 million flowers in about 80 varieties are planted. A woman in her 30s visiting with a child said, "Most of it is flat, so it's easy to walk, and it feels like there's a floral scent everywhere you go," while a woman in her 50s on a group tour said, "Everywhere you step feels like a garden," adding, "The scenery blended with the sea is especially impressive." Because Kkotji Beach is right in front of the venue, visitors freely moved between the sea and the exhibition.
With the foul weather, the indoor exhibition halls were packed with no room to step. Hundreds lined up at the entrance to the special hall, and once inside, the entire floor and walls transformed into displays, eliciting gasps. Each of the six themed spaces — "Invitation to the garden," "Golden garden," and "Raindrop garden," among others — featured distinct scents that engaged the senses. It has become a top draw with more than 7,000 visitors a day.
Elsewhere throughout the venue, horticultural therapy experiences, industry exhibits, and children's programs are running. The organizing committee expects a total of 1.82 million visitors over the first month since the opening on the 25th of last month. In just nine days after opening, the visitor count has already surpassed 520,000.
An organizing committee official said, "As we added 'taste' and 'experiences' to the theme of horticultural therapy, visitor response has exceeded expectations," adding, "We will do our best to maintain a safe and comfortable environment for the remainder of the period."