Equestrian Time Travel in Iceland’s Viking Landscape

While Iceland’s winter skies dance with auroras, I argue that the Icelandic summer possesses an allure all its own. Beneath the sun, waterfalls sketch dual rainbows amidst the mist, resilient flowers bloom on Martian terrains, and moss-covered stones whisper of ancient myths. Mountains, once slumbering under the sea, now stand as flat-topped sentinels, with rainbows poised to arch across their peaks at a moment’s notice. Before them, meadows sprawl, dotted with countless sheep that graze contentedly before succumbing to slumber’s embrace.

For those seeking to immerse themselves in Iceland’s natural splendor, self-driving is the preferred mode of travel. Yet, not far from the cities, there lies an alternative deep dive into the landscape—horseback riding. With an abundance of equestrian programs, ranging from hill ascents to beach gallops and free-reining across vast lava fields, the ubiquity of horse farms is no coincidence. Over a millennium ago, the Vikings brought the Icelandic horse to the island. Due to geographic isolation, these horses have preserved ancient genes, making them one of the world’s oldest breeds. Stringent protection of the Icelandic horse’s lineage has been in place since 982 AD, with laws enacted by the Icelandic parliament, and it is said that once an Icelandic horse leaves the island, it cannot return.

The well-being of Icelandic horses is evident. Farms, though fenced, boast vast expanses where horses roam sparsely. Their affectionate nature towards humans is a reflection of the love they receive. When I stopped to admire the scenery, a sturdy pony would trot over from a distance to greet me. With their long manes, reminiscent of a rockstar’s hairdo, they exhibit a remarkable tolerance for affection. One might even encounter horses with charmingly braided manes—a stylistic touch, no doubt.

The riding program I joined was less than an hour’s drive from Reykjavik. The farm’s stables were grand and spacious, with thick walls likely designed to withstand Iceland’s fierce storms and frigid winters. Icelandic horses are known for their docile nature and compact size, making them a safe choice for beginners. With groups limited to twenty, accompanied by three guides leading, trailing, and mingling in-between, the experience was both safe and visually delightful. Interestingly, the guides hailed from various corners of the world, including a French girl working a summer job, drawn by her passion for horses.

Departing from the stable, our cavalcade traversed a vast lava plain, a region once stripped of vegetation by volcanic activity. Amidst the rocks, moss and thorns clung to life, with the occasional bloom of lupins adding splashes of color. The well-trained Icelandic horses followed one after another, requiring no advanced riding skills from their riders. The guides reminded us to sit up straight and hold the reins tight to prevent the horses from snacking on the roadside flora.

For safety, cameras and phones were prohibited during the two-and-a-half-hour ride, but we were allowed to capture memories during two scheduled stops. The farm provided all necessary equipment, including helmets and gloves. With Iceland’s weather prone to sudden changes, dressing warmly and donning rain gear was essential. The only requirement for participants was to engage fully—observing the lava terrain and wildflowers, listening to the streams’ melodies, gazing at glaciers and waterfalls, feeling the rain on their faces, and then basking in the warmth of the sun. The undulating motion of the horse offered a perspective of Iceland that perhaps most closely resembled that of the Viking era.

The Miraculous Turnaround of a Pig Farm

In Iga, Mie Prefecture, a town known for its ninja heritage, lies MOKUMOKU—a hands-on farm experience that stands as a classic example of agritourism’s success. This pig farm’s transformation into a tourist attraction serves as a model for other farms seeking to diversify through visitor engagement.

The farm’s homepage bursts with activities, from summery shaved ice festivals and beer gardens to autumn harvest celebrations and educational animal-themed events. Even Christmas reservations are highlighted in a kaleidoscope of announcements, featuring adorable calves and piglets alongside the vibrant smiles of staff members. The website alone is enough to spur a visit, contributing to the farm’s annual draw of half a million visitors.

Originally established in 1987 as a workshop to support local farmers in breeding Iga pigs and producing meat products, the farm sought to improve the local economy. Despite producing delicious hams and sausages, the remote mountain location and a small population of 8,000 meant few customers and challenging sales, leading to significant debt.

A fortuitous phone call inquiring about hands-on sausage-making classes sparked a new direction for the workshop. To enhance their craft, the president became an apprentice in Germany in 1991, with staff members continuing the tradition annually. By 1995, the workshop transformed into MOKUMOKU Handcraft Experience Farm, achieving the sought-after “local production for local consumption.”

The farm is more than an agricultural outpost; it’s a pioneer in the field. Their homemade bread and craft beer have won accolades, and their vegetables boast a proprietary brand. As a farm founded on swine, pigs are the stars. The establishment of the Japan Pet Mini Pig Association and the world record-breaking mini pig “Kotetsu” are testaments to their success. The core products, various sausages and hams, have garnered countless domestic and international awards. From the farm’s ambiance and details to its activities and culinary offerings, pig elements are omnipresent, enhancing the farm’s uniqueness and appeal.

Beyond typical experiences, the farm has leveraged local hot springs to create a resort area, extending visitors’ stays and enriching their experiences. Today, the farm juggles pig rearing and vegetable farming with a membership-based mail-order business, securing a loyal fan base. While mail order may seem a stretch from traditional agriculture, the integration of processing and sales into agriculture provides a sustainable environment for young people to earn a living through farming. The new president’s vision of creating a “romantic and dreamy 21st-century agriculture” resonates with a sense of enchantment.

Approaching Heidi’s Alpine Meadows

“Heidi,” a novel completed in 1880 by Swiss author Johanna Spyri, remains unforgotten over the decades. The protagonist, with her kindness and cheerfulness, transformed those around her. The story has been adapted for the screen multiple times, with Shirley Temple’s “Heidi” and the anime “Alps no Shojo Heidi” by Isao Takahata and Hayao Miyazaki being the most renowned.

If Heidi is the first protagonist, then the idyllic village in the book is a close second. On the border of Switzerland and Liechtenstein lies the town of Maienfeld, an hour by train from Zurich. This town and its surroundings are the real-life inspirations for Heidi and her grandfather’s village. Nestled at the foot of the Alps and surrounded by vast vineyards, Maienfeld is picturesque and serene. As the setting for “Heidi,” it draws countless visitors from around the globe.

A leisurely hour’s walk from Maienfeld leads to Heidi’s village, set against the majestic Alps and replicating the life of a 19th-century Alpine hamlet. En route, tranquil pastures and vineyards abound, essential elements in crafting the world of Heidi. Cows and sheep graze on green slopes, wooden carts rest beside farmhouses, and poultry roam—the very scenes depicted in “Heidi.”

Heidi’s house is furnished with artifacts from the late 19th century, used in Alpine villages. The entryway showcases sleds, snowshoes, and wooden skis, with firewood stacked behind the house. Small windows and steep roofs protect against the cold, while the rustic living room features simple wooden furniture and basic tableware. Iron pots hang above the hearth, and oil lamps evoke the warmth and light of winter. These items tell a story of people living in harmony with nature’s challenges.

Continuing along the mountain path from Heidi’s house, a two-hour walk leads to the grandfather’s summer hut, where Heidi spent her summers. The hay bed, a memorable feature in Heidi’s life, appears less soft and more prickly in reality. Perhaps it’s the novel’s depiction of summer bliss that paints the hay bed as fragrant and inviting.

Maienfeld and its surroundings offer an exceptional travel destination, where visitors can enjoy unparalleled natural beauty and vibrant rural life. Mornings begin with the sound of roosters and cowbells, followed by a fresh breakfast of butter, cheese, and bread—handmade by local farmers. Tourists can participate in farming activities, harvest fresh fruits, and experience pastoral bliss. It’s a hiker’s paradise and a mountaineer’s haven.

In Maienfeld, one can indulge in classic Swiss cuisine like cheese fondue, where rich Swiss cheese meets white wine to create a delectable dip for bread, potatoes, and vegetables. Another traditional dish, “Swiss Raclette,” involves pouring melted cheese over hot potatoes, offering a heartwarming and satisfying meal.

Heidi’s homeland is more than a literary fantasy; it is a paradise in reality. It reminds us that true happiness lies in harmonious coexistence with nature and in a life that’s simple and genuine. Here, everyone can find their peace and be touched by the limitless charm nature bestows.

Crafting the “Korean Bare-Faced Look”

The building’s interior exudes minimalistic elegance, with an art gallery and museum on the first floor, and a product showcase on the second. Housing over 600 products from more than 30 brands, this space is not just a display but the launching pad for new offerings. Upon reaching the second floor, I was immediately drawn to the much-discussed AI beauty system—a testament to South Korea’s technological prowess.

I had anticipated guidance from staff, but with only one attendant at the counter, I proceeded to navigate the process myself. To my relief, it was simpler than imagined. Bilingual instructions in Korean and English informed users on operation. First, I entered my basic information: nationality, gender, age, skin type, and primary skin concerns. Then, I chose my desired makeup effect—matte or glossy—and selected products: foundation and powder. The pivotal step was skin tone measurement. A row of special color cards, a patented technology from a Korean research institute, sat beside the computer. After placing a card with a small hole against my face and facing the camera, the system rapidly provided a skin tone match. With the printed result in hand, I could now find the perfectly matched product at the counter.

Among the myriad options, I found my foundation. Applying it, I was struck by a delightful realization—it blended seamlessly with my skin. The fine texture and optimal coverage rendered a natural, translucent look—the legendary “Korean bare-faced” aesthetic. Priced at 40,000 KRW (approximately 209 CNY), it was reasonably priced compared to other brands.

Attracting International Visitors

The product that dazzled me is part of the company’s AI-customized makeup brand. Utilizing advanced skin tone diagnostic algorithms and AI color-matching technology, it provides customers with personalized makeup solutions. As these are made-to-order cosmetics, the company does not mass-produce in advance, thus eliminating excess inventory.

For international tourists, South Korea’s AI makeup technology is now a compelling attraction. I witnessed numerous foreign visitors drawn by its reputation. A Malaysian tourist exclaimed post-experience, “It’s magical! I felt like a makeup designer.”

A Chinese visitor remarked to a friend, “The AI makeup technology here is impressive, especially in matching skin tones, which can vary greatly among Asians. It’s surprising how accurately AI can pinpoint the right shade.”

Korean customers concurred, “Everyone has a unique skin tone, but usually, we can only buy the most common colors at counters. Receiving an AI-generated result in a short time and seeing the before-and-after comparison is a wonderful experience.”

AI’s Role: Supplement, Not Substitute

Beyond AI-customized makeup, the company also offers impressive AI beauty products, such as serums tailored to users’ skin conditions and lifestyle habits. Customers can even choose the color and abbreviation for product labels, achieving true personalization.

Another notable AI offering is in lipstick customization. At the headquarters, customers can select their preferred lip color using various methods, including a “photo color picker” that extracts colors from images, recommendations based on skin tone diagnosis, choosing by date, or directly from a color palette. Within an hour, the AI-powered “Lip Color Factory” can mix the chosen shade from over 2,000 options. This service requires an appointment and costs 30,000 KRW (approximately 160.2 CNY) per person.

This company’s innovative strides mirror the burgeoning growth of South Korea’s AI beauty market. Not just local brands, but global cosmetics giants are also venturing into the AI-customized beauty sphere.

Analysts predict that by 2028, the AI application market in beauty and cosmetics will grow from 3.27 billion USD in 2023 to 8.1 billion USD. This surge is mainly attributed to the expansion of personalized beauty recommendations, skin analysis diagnostics, and customized product suggestions. The South Korean government equates “K-Beauty” with “K-Digital,” believing that the application of AI technology in the beauty sector will bring substantial economic benefits to the country.

However, some Korean consumers remain cautious about AI beauty technology. A beauty blogger noted that while AI is advanced, it cannot fully replace the experience and intuition of professional beauticians. Sometimes, AI-recommended products may not fully account for seasonal changes or sudden skin issues. Additionally, concerns have been raised about privacy, with one netizen expressing, “While the AI customization service is appealing, I’m worried about my facial data being leaked.”

How to balance personalized service with user privacy protection, ensure the accuracy and suitability of AI recommendations, and not overlook product safety and efficacy amid technological pursuits are ongoing challenges for South Korea’s beauty industry.