Jeon Chung-won tends sheep on the hilly farm where he was born in PyeongChang, a rural county a few hours' drive east of South Korea's capital Seoul.
"It's a simple, peaceful place where the mountain air hugs you," says Jeon, 32. "I really love this place."
Only a handful of domestic tourists typically come to PyeongChang, to hike green hills dotted with Buddhist temples or visit a small ski station nearby. But that is about to change.