Woman in Aquaculture: Jiyeon Wi, CEO of Chungsanbada, South Korea

From the Islands to the World: Reflections on ASC Certification, Community Values, and the Future of Sustainable Seafood

As part of our Woman in Aquaculture series, we have spoken to Jiyeon Wi, CEO of Chungsanbada, an ASC certified abalone farmed in South Korea.

ASC Certification Journey and Motivation

– How did you first come across ASC certification, and what motivated you to pursue it?

I first came across ASC certification in 2016 through an overseas partner. At the time, there was hardly any information available in Korea, so I reached out directly to WWF-Korea after learning that ASC was initiated by WWF. They referred me to Control Union, and I soon contacted them to ask whether we could pursue ASC certification.

Back in 2016, the Korean abalone industry was going through a tough time due to oversupply and a lack of export markets with weak global demand. Sometimes, domestic prices at the production site were higher than at the consumer end. It was a time when low prices were prioritised over quality or branding. That prompted me to reflect on how we could restore pride and dignity to abalone farmers. As I studied the principles and market-driven values of ASC certification, I saw a glimpse of hope—perhaps even a path forward for our struggling industry.

In Korea, there is a long-standing cultural tradition of safely consuming raw seaweed and seafood. Combined with the government’s rigorous oversight of aquaculture practices-which has kept illegal farming virtually nonexistent-this has led to deep public trust in the safety and quality of all seafood. People already have high confidence in the safety of local seafood, so certification hasn’t been viewed as necessary. Most consumers saw little reason to pay more for ASC certified products. This was, and still is, a major hurdle to expanding ASC’s presence in Korea.

In Korea, only residents of a village who are registered members of the local fishery cooperative can own abalone farms. So, another major challenge for company was to persuade owners of these farms, who are independent, to pursue ASC certification and to take on the responsibilities and obligations that come with it. But as producers faced increasing pressure from oversupply and friction with distributors grew, the need for a solution became clear. We also believed in the potential of tapping into new markets, so we decided to take on this challenge.

From Practice to Impact: Building a Sustainable Aquaculture Model

– What practices or behaviours have changed since adopting the ASC standard?

Waste is an inevitable byproduct of fish farming. When most people don’t bother bringing that waste back with them, being the only one who does requires takes both courage and a strong philosophy. Today, our certified farmers not only take full responsibility for the waste they generate, properly collecting and disposing of it, but also carry out regular clean-up efforts to remove marine debris that drifts into their farming areas.

Our region consists of 265 islands, and our certified farms are scattered across them. Each farm has its own method and quality of abalone farming. While preparing for certification, we came together for the first time to form a cooperative, built a brand, developed a quality grading system for abalone, and launched workshops to produce premium products, and today, we continue to meet regularly and share knowledge.

Training was not limited to farm owners. Their families and even foreign workers took part, and now we see certified farmers who take great pride in not just earning certification but living by its principles every day.

In addition, not only the heads of the farms but also their family members and foreign workers took part in the training sessions. As a result, the certified farmers have become proud of not only holding certification but also living out its values every day.

– When did you feel that pursuing ASC certification was the right decision?

Recently, abalone prices in Korea dropped significantly, threatening the livelihoods of farming households. All producers declared a shipment halt, which posed a serious crisis. Yet even during this time, ASC certified farmers stayed grounded in open dialogue, working together to find solutions as usual. Moreover, we are holding proactive discussions to prevent similar crises in the future. While conflict between producers and distributors is common, ASC certified farms and distributors have built a relationship based on mutual understanding and shared goals of producing high-quality abalone.

Since certification, we’ve also seen new market opportunities. we are now able to supply to global hotel chains and have seen enthusiastic uptake for certified abalone by domestic retailers, leading to stable deliveries. This has led to stable distribution channels and a rise in pride among certified farms, now more and more farms are now showing interest in joining the movement. Given that over 70% of abalone in Korea is consumed domestically, exports are vital. In 2024, we made our first entry into the European market (specifically the UK), delivering exclusively ASC certified products.

This has led to stable distribution channels and a rise in pride among certified farms, now more and more farms are now showing interest in joining the movement. Given that over 70% of abalone in Korea is consumed domestically, exports are vital. In 2024, we made our first entry into the European market (specifically the UK), delivering exclusively ASC certified products.

– Based on your experience, what advice would you offer to other seafood businesses considering certification?

More seafood companies are now obtaining ASC Chain of Custody (CoC) certification. While we are truly thankful for those effort, I hope they will participate even more actively going forward.

Our seafood industry is facing growing sustainability challenges. Over the past three years, typhoons and rising sea temperatures have made it even harder for producers. It’s vital to understand the reality of the fishermen who continue to produce the fresh and delicious seafood we rely on, and to able to communicate with them in their own language. Companies considering ASC certification need to understand the hard, honest work of life at sea. By valuing their labour fairly, improving the marine environment together, and sharing in social responsibility, these companies can inspire farmers to join the effort — and in doing so, help expand demand for certified seafood among global buyers. If they value the effort of the producers fairly, take shared responsibility for the marine environment and society, I am sure the producers will join the effort. And in doing so, more global buyers will surely seek out ASC certified seafood.

Looking ahead: Women, Innovation, and Sustainability

– As one of the rare examples of a woman successfully leading a sustainable business in the seafood industry, could you share your experiences and insights as a woman leading a sustainable business in this industry?

Perhaps I would not call it a ‘success story’, but I grew up in extreme poverty and have lived through many different phases of society. Rather than simply identifying as a woman, I’d describe myself as a woman who grew up through economic hardship.

Maybe because of those early experiences, I’ve always found myself on the side of the socially disadvantaged. And those who work in the seafood industry, the local residents too, are often among society’s overlooked or underrepresented groups. I kept asking myself how we can produce, process, and deliver abalone, the valuable seafood that stands as our competitive strength, even within an underdeveloped region and a marginalised industry often overlooked by national policy.

Those questions naturally aligned with ASC’s focus on social responsibility. That’s how Korea’s ASC certified abalone movement began. I believe it was my eye for detail and my inclusive approach, qualities often associated with women, that helped build something unique in this industry.

Although it’s not always easy to find human resources, our employees tend to stay l here longer and more happily than at other workplaces.

– What message would you like to share with the younger generation of women today?

In Korea, there is an organisation called the Korean Women Venture Association. Thirteen years ago, I established the Gwangju-Jeonnam chapter of the Korea Women Venture Association and later served as its fourth president. At first glance, abalone and venture businesses might not seem much connected, but I wanted to pass on what I had learned, so future entrepreneurs wouldn’t have to face the same challenges I had. I also had the opportunity to learn from pioneering women leading larger businesses across Korea and around the world, and studied the changes of the Fourth Industrial Revolution.

Through this organisation’s programmes, we were selected by the Korea Agro-Fisheries & Food Trade Corporation as a model ESG-practicing enterprise. We discussed how to combine the primary industries with the Fourth Industrial Revolution with major domestic IT companies, as a result, we launched Korea’s first smart aquaculture initiative for abalone seed production five years ago, and we’re just now beginning to see the fruits of those efforts.

Women bring great strengths to combining traditional and future industries, and to putting ESG principles into practice. The multitasking and empathy developed through balancing home and work life are powerful assets. I encourage young women to explore, gain experience, explore different fields, and find something they truly enjoy, and then take on the challenge of entrepreneurship. Thousands of senior members in the Women Venture Association will be there to support and advise them along the way.

– Finally, what are your hopes and dreams for the future?

I want to make ASC certified seafood more affordable and accessible by digitalising our processing systems, so we can deliver safe, high-quality food to people across the world. Six years ago, Chungsanbada began building a blockchain-based traceability system for aquaculture. This year, we’re preparing to apply for a smart factory programme supported by Samsung Electronics.

And I’ll continue to explore and develop innovative farming models that can grow alongside digital transformation.

Lastly, I want to express my sincere gratitude to the global companies, including Hilton, Hyatt, Marriott, InterContinental, Hotel Shilla, Aoen, Shinsegae, Pulmuone and ORGA, as well as organisations including WWF, ASC, MSC, and the other organisaions for their efforts in working toward a more sustainable planet.