The K-Style Design Festival kicked off its three-day run Friday, featuring a lecture by a young jam entrepreneur on having a healthy life, an organic food party and a market selling creative, eco-friendly products.

Hosted by the Seoul Design Foundation and Herald Corp., the event at The-K Seoul Hotel at Yangjae-dong, southern Seoul, aims to promote design products that combine practicality, aesthetics and environmental values.

Fraser Doherty, a 25-year-old Scottish entrepreneur, shared his success story with young Koreans. The chief executive of SuperJam is well known for having turned his organic jam business into a global enterprise at age 20.

His lecture was followed by a garden party for multicultural families on the front lawn of the hotel. Doherty served as a special guest, renowned chefs showcased their skills and visitors made dessert on their own.

The party was sponsored by Herald’s organic food unit Organica and O’Sulloc, AmorePacific’s green tea brand.

A market will be held until Sunday on the lawn of the hotel. Under the theme of “Good Design,” it features about 70 promising designers’ creations including nature-inspired accessories, eco-friendly lamps and stylishly recycled home decorations.

More information is available at www.herald-market.com.

By Lee Ji-yoon (jylee@heraldcorp.com)