Jeju Island’s legendary haenyeo—the fearless women free-divers who plunge into the sea without modern breathing gear—have long been a symbol of resilience and community. These extraordinary divers, recognized on UNESCO’s Intangible Cultural Heritage list for their unique culture and role in local life, face growing risks as their numbers dwindle and the population ages.
To safeguard these cultural icons, Cheil Seoul has teamed up with the Jeju Institute of Korean Medicine to launch an innovative safety solution: Haenyeo Safe Buddy, a mobile app designed to modernize the haenyeo’s traditional watch-over-each-other system, known as sunooreum.
Drawing on real-time smartwatch data, the app monitors each diver’s heart rate and detects early warning signs of trouble. If something goes wrong, it automatically alerts the affected diver and all others within a 1 km radius—empowering nearby haenyeo to begin critical rescue efforts long before emergency services arrive.
The app also includes a manual emergency button that instantly notifies both the local fishing village association and Jeju’s emergency response center for more serious incidents. Since its launch in March, around 300 haenyeo have adopted the tool—and remarkably, there have been zero fatalities among users over the past ten months.
According to project leaders, Haenyeo Safe Buddy represents more than just technology; it’s a bridge between heritage and safety. By blending high-tech monitoring with the centuries-old spirit of community care, the app aims to protect both lives and cultural legacy, ensuring that the sea women of Jeju can continue their remarkable tradition for generations to come.
