[Interview] Department Store Buyer Fascinated by Haenyeo: "Promoting Their Noble Values Recognized Worldwide"

Youngnam Kang, Seafood Buyer at Shinsegae Department Store
Planned the Raw and Ready-to-Eat Food Brand "Haenyeo's Shinsegae"
Aiming to Promote Products That Share the Stories of Haenyeo

A department store buyer has become deeply fascinated by haenyeo, the traditional female divers of Jeju. Youngnam Kang, age 34, is a seafood buyer on the fresh food team at Shinsegae Department Store. In a recent interview with Asia Economy, Kang said, "I became interested in the history, culture, and lives of Jeju haenyeo, and was captivated by their noble spirit of self-sacrifice for their families." He added with a smile, "To help distribute more of the seafood they harvest, I am developing related products and working hard to deliver their rich stories to consumers."

Youngnam Kang, seafood buyer at Shinsegae Department Store, is explaining the 'Haenyeo's Shinsegae' brand in an interview with Asia Economy.

The brand that Kang conceived and brought to life is Shinsegae Department Store's private label (PB), "Haenyeo's Shinsegae." This section delivers seafood freshly harvested by Jeju haenyeo to major stores for sale, and also offers ready-to-eat products made from these ingredients. The brand officially launched on February 27, 2025, and was introduced at four major urban locations: Shinsegae Department Store Gangnam branch, South City, Times Square, and Food Market Dogok. At the main branch, Centum City, Daegu Shinsegae, and Gwangju Shinsegae, only the raw seafood is sold.

Kang explained, "Most of the seafood harvested by haenyeo is distributed to restaurants and food service businesses within Jeju Island." He continued, "After hearing that it was difficult to secure sales channels due to the decline in tourists visiting Jeju, I researched ways to distribute these products on the mainland and established the brand."

Kang first became interested in Jeju haenyeo in 2019 after hearing about their hardships on a TV variety show. Since then, he has considered how to help increase the haenyeo's income and contribute to social responsibility at the department store level. In 2023, while preparing for the renovation of the "Shinsegae Market" supermarket inside the Gangnam branch's food section, he submitted a 50-page proposal outlining the idea of operating a section that would sell Jeju seafood delivered the same day. The proposal was approved.

Ready-to-eat products from "Haenyeo's Shinsegae" are displayed at "Shinsegae Market" in Shinsegae Department Store Gangnam branch.

Despite having no network or relevant work experience, Kang persistently sought out people who could help. Through contacts at the Jeju Fisheries Cooperative, a seafood supplier, he was introduced to Kim Sujeong, CEO of Manje Fisheries Cooperative Corporation, who is responsible for distributing and directly selling wild-caught seafood within Jeju. Kim recalled, "At first, I thought Kang was just enthusiastic and would soon give up, so I didn't open up to him. But after seeing him visit Jeju multiple times and pursue the project with persistence, I felt his sincerity."

After overcoming many challenges, the store began selling seasonal seafood such as top shells, sea urchins, seaweed, hijiki, horned turban shells, and abalone harvested by haenyeo starting last year. However, the results were dismal. Many of these seafood products were unfamiliar to mainland consumers, and the cooking methods were also unknown, so they were largely ignored. Kang reached out to experts, including Kim Jaehee, a culinary researcher and CEO of the Korean cuisine specialist Siwha-dang, and Ryu Siju, head chef of the Japanese cuisine brand Sushi Dokugen. He requested that they develop ready-to-eat products using the raw ingredients. These veteran experts, with 25 and 34 years of experience respectively, responded by developing 30 to 40 types of Korean and Japanese menu items.

Kang explained, "Due to weather and periods set aside for ecosystem preservation, haenyeo are able to dive for less than 90 days a year. I realized that in order for the brand to survive, we needed to produce products that consumers could enjoy easily and without hesitation, regardless of the situation with raw ingredient supply or storage." In fact, during the four months after Shinsegae Market opened, sales at the Haenyeo's Shinsegae section across eight stores increased by 316%. They achieved 143% of their original sales target, confirming the brand's potential. To ensure a stable supply of raw ingredients, there are plans to bring in seafood harvested by haenyeo from other regions, such as Geoje and Yeosu.

Youngnam Kang, seafood buyer at Shinsegae Department Store, is explaining the 'Haenyeo's Shinsegae' brand in an interview with Asia Economy.

Kang is also assisting with overseas requests for lectures and product promotions related to haenyeo, as they have gained attention through K-content such as the Netflix original "My Liberation Notes." On May 16, 2025, he personally created presentation materials introducing the origins and history of haenyeo and accompanied the team as general planner at the K-Plus Festival held at Cit? Internationale Universitaire de Paris in France. He has also received proposals from Stanford University in the United States for lectures and pop-up store operations, and is currently considering participation in the second half of this year.

He said, "At this stage, the volume of raw ingredients supplied to the department store is not large enough to make a significant impact on the haenyeo's income. However, if I can help spread their stories and increase consumer interest, I will not hesitate to actively support in any way I can."