#Garden of Choices
2023.03.30
Project #1 <SeedKeeper>
The ＜Garden of Choices＞ project believes in the infinite value and power of plants and aims to look back on the path Amorepacific has walked and capture the bold choices and journeys it has taken. We hope that all of us who are struggling every day in our own place to make difficult decisions, whether big or small, can find the courage to move forward.
The Planting Culture of Millennials and Gen Z These Days
The current generation is more passionate about plants than ever before. There are those who are changing jobs, gaining energy, and finding motivation for new work through plants. Everyone who ‘cares for plants’ has their own anecdotes with plants, whether it be Looking into oneself using plants as a medium or relieving one’s longing for nature. Seedkeeper was mesmerized by seeds while working as a contents marketer and designer, thereby launching a plant related brand and imbuing vitality into daily life and work through plants. Chung Hye-yoon and Moon Ye-jin are creating their own spaces and new brand activities with inspiration they got from plants. We met with such people who are making ‘bold choices’ and creating their own worldviews with plants as the motive.
Discovering the value within seeds
A seed taking root in the soil, sprouting, growing leaves, blooming and bearing fruit. The whole process brings a great deal of accomplishment to plant growers. The starting point of all this process is the ‘seed’, and there are those who are paying attention to seeds, the foundation of plants.
‘Seedkeeper’ relays the infinite stories of seeds to people. They are lowering the threshold for people to experience and grow plants more easily by creating various products and content that can foster a planting culture regardless of space. Seedkeeper believes in the potential and value of seeds. They believe that people will surely find the value within seeds, once they have witnessed seeds sprouting and growing at different speeds, listening carefully to the story of the seeds.
Hi, could you please introduce the Seedkeeper to us?
A brand and studio that designs plant experiences of new senses using seeds as the medium. This phrase catches my eye. What was it about seeds that seemed so intriguing to you?
The seed kits of Seedkeeper are mainly comprised of flowers and plants, especially those that we can see often in our daily lives. Does Seedkeeper have its own standard in deciding which seed kits to create?
We do curate seeds according to various standards of our own. Our general standard is that the seeds must not be too difficult to sprout or grow and should be able to grow indoors. We also consider how to best portray the unique theme or concept of each seed kit, the characteristics of the plant that will appeal to people as well as how to utilize the harvest. For instance, you can grow medicinal herbs that relax your mind and body through the ‘no stress tea’ seed kit and make herb tea by brewing the leaves and flowers that have grown to some extent in hot water.
Since when did you develop an interest in seeds and begin growing plants?
I can’t remember exactly, but we’ve both been growing plants for some time since we like to take care of things. But there is a reason why we decided to pursue this as our career. We both knew the kind of direction we wanted to take in life but didn’t know how to make it happen. Then, one day, keywords like seeds, germination, sprouts and self-efficacy brought us together. As we shared stories and feelings with each other, we gained confidence that we should ‘share such stories together’ for our living.
Did you notice any difference once you started to live a life closer to plants?
That’s change that only plant growers would be able to notice.
Nowadays people are showing a great deal of interest in plants, to the point where many visit places where they can be with plants. More people are into growing plants as well. Why do you think there’s such continuous interest and consumption regarding plants?
Yes, I used to search so intently to find a four-leaf clover, the symbol of good luck, between three-leaf clovers.
Provided photo: designed by Freepik
After the pandemic, it seems like many people have developed an interest in becoming ‘veranda farmers’ or ‘plant moms’. Do you have an anecdote where you could see that people have become more interested in plants and gardens?
I think the importance of plants and nature surfaced alongside environmental issues as people started discussing important values in life during the pandemic when time stopped. It’s a virtuous cycle in many aspects when more people start listening to the stories we want to tell. Rare plants could bring economic value for some, and growing plants may become a hobby in itself for others. It’s great to see people develop their own definitions, whatever they may be. I think that diversity and how we define our relationship with plants are most important.
There’s a lot of people who don’t even try growing a plant out of the fear that they’ll end up killing the plant. Can you give them some of your own tips on how to start?
Growing plants from the very beginning, so a seed, is a harmless experience that we recommend people to try at least once in their lifetime. That’s the reason why we created seed kits in the first place. It contains the bare minimum to grow plants, so that beginners can try it out lightheartedly. It’s not just the components of the kit that matter. All in all, what’s important is the experience and the value you find along the way. We continuously update our manual and website content because we want to communicate the fundamentals of growing plants in an easy manner and also share the joy of caring for plants. I hope we can be a good companion for those who are hesitant to try growing plants.
You must have come across so many different plants up to now. Which plant do you want to be like the most?
Nowadays I often think that I want to be more relaxed, which is probably why basil comes to my mind right now. It sprouts quickly and doesn’t overgrow during early growth stages, which is why first-time plant growers can easily grow basils. It’s a kind plant, in a sense. And the scent is second to none. It lets out this fresh scent that is almost intoxicating even when you trim it just a little. It’s a very gentle, ample plant as it grows fresh leaves very well, and it’s easy to increase the number of basils by cutting the shoots on the stems. A basil may not catch your eye, but I wish to be like basil in that you don’t get tired of it even after a long time.
Even if it is blown away by the wind or washed away by the water and settles in fertile soil to sprout, it has to wait for various conditions to be just right, from the temperature to the moisture and the amount of light.
After a long time of perseverance, under the pitch dark ground just like a womb, it courageously sticks its head out of the soil when it’s sure that ‘now’s the time’.
But only the seed knows when that time will come. That is the physiological choice and way of life of the seed.
Woo Jong-yeong ＜I learned life from a tree＞
(taken from Seedkeeper’s website)
Through this interview, we could truly understand Seedkeeper’s wish to share the value and joy of ‘observing’ and ‘taking care’ of plants with more people. In the next part, we will hear the story of marketer Jeong Hye-yun, who says that the vitality of greenery provides infinite energy in her life and work.
Photo / Provided by Seed Keeper, designed by Freepik
Editor / Rawpress
General Planning/ Amorepacific Communications Team
* The entire interview, video and manuscript is copyrighted by News Square.
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