Invitation of "Haenyeo" to Last Month's K-Plus Festival in Paris
Lectures on History and Culture... Food and Beverage Pop-up Events Also a Hit
Rising Global Interest Driven by Popular Content
Expansion of Overseas Sales for Processed Foods Made with Seafood Ingredients
On the 16th of last month (local time), the 3rd K-Plus Festival was held at Cit? University in Paris, France. This event, designed to introduce various aspects of Korean culture such as food, beauty, traditional games, and music to Europe, officially invited Jeju haenyeo. Under the theme "The Strongest Mothers in the World, Haenyeo," the haenyeo delivered lectures highlighting their origins, history, and way of life, while also introducing European audiences to menus and prepared foods made from seafood harvested from the sea.
During the two-day event, which drew more than 15,000 visitors, the haenyeo and their culture enjoyed explosive popularity. The lecture hall, which could accommodate about 100 people, was filled to capacity, and long lines formed at booths introducing signature foods representing haenyeo and Jeju, such as horned turban bibimbap, gireumtteok, and matcha. Many visitors also took commemorative photos with the haenyeo delegation dressed in traditional attire and asked for autographs.
Shinsegae Department Store, which sells raw seafood harvested by haenyeo and prepared foods made from these ingredients under its own private brand (PB) "Haenyeo's New World" at major store food halls, was also invited to the event, where it hosted a pop-up restaurant and conference. Kang Youngnam, seafood buyer (manager) of the Fresh Food Team at Shinsegae Department Store and general planner for the event, said, "With global interest in haenyeo rising due to content such as the American best-selling author Lisa See's 'The Island of Sea Women' and the recent Netflix original drama 'Aemaeul,' people in Europe were already well aware of haenyeo and their lives," adding, "Throughout the two-day event, visitors showed an interest that far exceeded our expectations."
According to the industry on the 24th, as K-haenyeo have gained worldwide attention through books, dramas, and other content, products made with seafood harvested by haenyeo are also seeking export opportunities. For example, Manjeong Fisheries Cooperative Corporation, which has been distributing and directly selling wild-caught seafood from Jeju since 2000, is expanding its reach by exporting its own products to the United States, Japan, Singapore, and other countries. The company develops and sells its own sauces and condiments overseas, including grilled fish fillets, sea urchin roe sauce, clear soy sauce with sweet shrimp, tot jang, and conch jang. They also produce retort (shelf-stable ready meals) products made with seafood harvested by haenyeo, such as abalone and horned turban soup.
Manjeong Fisheries Cooperative Corporation supplies products mainly to Korean supermarkets in Los Angeles and Chicago in the United States, and by May of this year, its export value had already reached $600,000 (about 800 million KRW), nearly double last year's annual total of $300,000. The company, which received the Million Dollar Export Tower award at the 2022 Jeju Exporters' Day ceremony, is actively expanding its export footprint. Kim Sujeong, CEO of Manjeong Fisheries Cooperative Corporation, said, "We are aiming for $10 million in exports within three years," adding, "With so much interest being shown, we expect to achieve this goal."
In fact, the company is currently in practical discussions to expand into new markets such as Malaysia, and is also considering product promotions in partnership with local collaborators and Wanghong, a leading Chinese online influencer. Through these efforts, they hope to raise awareness in the Chinese-speaking world, including Singapore, Taiwan, and Hong Kong. Following the success of the K-Plus Festival, the company has also received an invitation from Stanford University in the United States to participate in a haenyeo-themed lecture and product promotion event in the second half of the year, and is coordinating its participation.
Last month on the 16th, at the K-Plus Festival held at Cit? University in Paris, France, visitors lined up to purchase "Haenyeo's New World" horned turban bibimbap made with seafood harvested by haenyeo and other Jeju specialty menus. Provided by Shinsegae Department Store
There is growing attention on whether the expansion of exports of related products can help preserve the rapidly declining haenyeo population and ecosystem. According to Jeju Special Self-Governing Province, the number of haenyeo in Jeju fell from 4,415 in 2014 to 2,623 last year, a drop over ten years. By age, those aged 70 to under 80 accounted for 1,165 people (44.4%), while 429 were over 80, highlighting the aging population. There are only 41 haenyeo under the age of 40. Because the work is physically demanding and the income is relatively low, few young people are entering the profession. The number of working days per year is only about 100, and sales channels are largely dependent on the local market, which are cited as limitations.
CEO Kim emphasized, "Haenyeo are often portrayed as 'strong mothers' (Jeju dialect: eomeong) who risk their lives to support their families, but after enduring the harsh work, it is such a physically and mentally demanding job that it can be difficult even to swallow a meal," adding, "It is important to expand sales channels and develop a variety of products so that their efforts are more fully rewarded."
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