At a special market in Changwon, visitors can discover some of the region’s finest local specialties. Highlights include watermelons that have won the grand prize for two consecutive years at the Changwon Watermelon Festival, as well as Geumhyang melons supplied directly to department store food halls. Also on display are low-carbon certified sweet persimmons grown at a local farm that received top honors at the Farm Stay Awards, along with GPA-certified melons that have met 110 safety management criteria for hazard control. The lineup continues with locally inspired desserts—including persimmon sandwiches and chili bread—that won recognition at Changwon’s “Top 4 Local Agricultural Desserts” competition. Distinctive agricultural products such as vine-ripened tomatoes, apple watermelons, and purple carrots are also available for visitors to explore. This vibrant scene unfolds at the Yi-Eum Farmers Market, held in the courtyard of Hyundai WIA’s headquarters in Changwon, Gyeongsangnam-do.

This past September, despite the rainy weather, the fourth Yi-Eum Farmers Market was held as planned. As of September 2025, the Yi-Eum Farmers Market operates as a direct-to-consumer marketplace where visitors can see, taste, and purchase high-quality agricultural products and processed goods from the Changwon region of Gyeongnam. It is also one of Hyundai Wia’s flagship social contribution programs. First launched in 2024, the Yi-Eum Market is held twice a year, in spring and autumn, and has established itself as a rural coexistence program that promotes local agricultural products while expanding sales channels for farming communities.

Fully aware of the challenges faced by local farmers—who produce high-quality crops yet struggle with promotion and distribution—Hyundai WIA launched the Yi-Eum Market to provide meaningful support. This year’s event featured a total of 17 participating farms: 11 from the Changwon area, where Hyundai WIA’s headquarters is located, and 6 from other regions in Gyeongsangnam-do that were impacted by heavy rains. Each farm showcased its own freshly harvested produce. To further boost consumption in nearby traditional markets, Hyundai WIA also collaborated with the Gaumjeong Market Merchants Association to host a local food market where visitors could enjoy a variety of dishes prepared by neighborhood vendors while shopping for farm products. Additionally, in partnership with the Gyeongsangnam-do Provincial Government, Hyundai WIA introduced the “Dodam Sandwich,” a sandwich cookie made with regional agricultural ingredients—adding a unique and memorable new flavor to this year’s Yi-Eum Market experience.

The Yi-Eum Market is special in that it is more than a venue for the sale of agricultural products—it serves as a space where producers and consumers meet face-to-face, build trust through meaningful interaction, and form genuine connections. Most participating farmers are seasoned veterans with between 10 and more than 40 years of experience. Alongside them is a new generation of young farmers continuing family traditions, as well as innovative agricultural practitioners taking on new challenges—such as adopting smart-farm technologies or operating processing and experiential farming facilities—who are using the market as a platform to showcase their work and gain wider recognition.

At the sales booths, each farmer shares their unique philosophy, cultivation methods, and the personal stories behind their products, engaging directly with visitors. Through these interactions, the market becomes more than a place of transaction—it serves as a “promotional venue” that conveys the true value of the products and strengthens brand trust. It is a marketplace where agricultural talent and local brands grow together.

Hyundai WIA’s unwavering support was on full display at the market, where employee volunteers assisted with sales and promotional activities at farm booths facing staffing shortages. At the same time, employees used company-provided vouchers to purchase a wide variety of local agricultural products, further contributing to the event’s success and supporting local farmers. A variety of cultural programs were also available so that employees and their families could enjoy the event together. Highlights included a special concert by singer Lyn and a performance presented by an arts organization in collaboration with the Gyeongnam Mecenat Association. The market also featured magic shows, instant photo sessions, and musical instrument experience programs jointly arranged with the Changwon Chamber of Commerce and Industry and the Gyeongnam Culture and Arts Foundation—further adding to the festive spirit of the marketplace.