Black Yak Unveils Summer Campaign "STILL BLUE" Featuring Haenyeo

Shedding Light on the Lives of Jeju Haenyeo... Message of Coexistence with Nature
Video and Exhibition Events Highlight Brand Philosophy

Premium outdoor brand Black Yak announced on April 30 that it has released its summer campaign, "STILL BLUE," which highlights the lives of haenyeo, Korea's traditional female divers.

This campaign focuses on emphasizing the balance with nature by shining a spotlight on the lives of haenyeo who have coexisted and worked alongside the sea. Black Yak has reinterpreted the haenyeo as a "hidden protagonist" performing their roles within nature.

The campaign video centers around Kang Jeongja, a haenyeo from Jeju, capturing the repeated diving and harvesting process involved in her work. Through this, it delivers the message that the ocean should be seen not as an object to be exploited, but as a space for coexistence.

Special events for haenyeo have also been prepared. A preview screening for haenyeo and their families was held at "Yak Village" in Jeju, with accommodation vouchers for Yak Village provided as well. In addition, an exhibition is being held at the main building of Yak Village until May 31.

A Black Yak representative stated, "Through the lives of haenyeo who have silently protected the ocean out of sight, we aim to convey our philosophy and values as an outdoor brand that coexists with nature. We hope this campaign becomes an opportunity to reflect deeply on our attitude toward nature and the harmony we can achieve within it."

This content was produced with the assistance of AI translation services.