Physical 100’s Hong Beom-seok and ‘fit farmer’ Kim Kyung-jin are coming to Singapore this June

The popular Takashimaya Food Fiesta makes its return to Takashimaya Square from June 19 to July 7, featuring food and drink from more than 55 local and international brands.

Adding some star power to the event is “fit farmer” Kim Kyung-jin. The contestant from Season 1 of South Korean reality TV competition Physical 100 (2023 to present) will be at Korean lifestyle brand SoGoodK’s booth from June 19 to 22. 

Known on Instagram as @momjjangnongbu (fit farmer in Korean), Kim, 42, has more than 41,000 followers and is the chief executive of agricultural companies and fitness gyms in South Korea. 

For the past eight years, he has been running his father-in-law’s 100,000 sq ft farm in Haenam county, specialising in sweet corn, sweet potatoes and mini pumpkins.

Visitors to the Food Fiesta can get a taste of the sweet corn cobs ($12 each) grilled on-site with flavours such as Bburinkle (a cheese, onion and garlic seasoning), Buldak (spicy chicken), cheese and honey butter.

Speaking to The Straits Times via video call from South Korea, Kim says he will bring in only corn cobs that are at least 15cm in length, adding that the plump and crispy kernels are exceptionally sweet.

This will be his first time in Singapore, at the invitation of SoGoodK’s founder Olivia Lee. The duo first met in 2019.

She says: “Since visiting his farm, I’ve wanted to introduce his products to Singapore. The show has changed his life, and he has changed the image of farmers in Korea. More young people are interested in farming because of him.” 

Ms Lee will also showcase other premium Korean products, such as melons ($28 to $45 each) and hallabong Korean tangerine or yogurt soft serve ($7.80 each). 

Under her sister brand TasteK – which has its own booth at the food fair – there will be kimchi (from $15 for 300g of radish kimchi) and Korean rice wine (from $29 for 650ml). 

Here, Ms Lee has also invited makgeolli expert Han Yeong-suk, a master of yeast fermentation who supplies acclaimed Korean establishments such as Mingles and Mosu. 

Han, who will be at the event from June 20 to 22, will showcase freshly made Korean rice wine in flavours such as strawberry, peach, melon and yuja.

Other highlights at the Food Fiesta include Taiwanese dessert brand Wei-Sister Sweetheart Bubble, Japan’s Bake Cheese Tart, and local favourites Dona Manis Cake Shop and Muslim-owned brand Boms & Buns. 

Kim is not the only Physical 100 contestant set to make waves in Singapore in June. 

The show’s Season 2 runner-up and Puma Korea ambassador Hong Beom-seok – a former firefighter – will be here for fitness competition Hyrox on June 28 and 29.

Prior to the competition, Puma Singapore is hosting an invite-only meet-and-greet session on June 27 where Hong will share training tips.

Takashimaya Food Fiesta at Takashimaya Square, Basement 2, runs from June 19 to July 7, 10am to 9.30pm daily. For more information, go to takashimaya.com.sg 

This article was originally published in The Straits Times.