Women living alone, teenagers returning home late at night, and socially vulnerable individuals plagued by everyday anxiety. Existing self-defense devices were bulky and cumbersome to carry. In times of crisis, complicated instructions made them difficult to use properly in panicked moments. Quality issues, such as failure to spray or weak spray, plagued them, making them unreliable when needed.
But things are changing with the advent of a small device called "Anjurni." Fitted like a smartphone accessory, it instantly activates with the press of a button, and is redefining safety culture.
From riot police to entrepreneur
Representative Seong Jeong-mo gained awareness of the problem from his experience serving in the police riot squad.
"While serving in the Gyeonggi Northern Provincial Police Agency's Mobile Unit, I experienced firsthand the anxiety people felt and the limitations of our ability to respond. I realized that safety isn't simply about public security; we need tools and a culture that empowers us to protect ourselves in our daily lives."
This experience is the starting point for Saypix. CEO Seong Jeong-mo created a device that anyone can easily use. It attaches to a smartphone, allowing users to carry it with them at all times, and the cartridge can be replaced for continuous use. Beyond simple pepper spray, he plans to develop it into a comprehensive data-driven safety service.
The impetus for starting this business is both personal and universal. Concerned about the safety of my loved ones, I realized the limitations of existing self-defense products and sought solutions from my own experiences as a victim.
"Anxiety wasn't an emotion, but a weight that restricted my daily freedom. With existing products being bulky, uncomfortable, and unreliable, I needed a solution that was small, lightweight, and intuitive."
Seifix is located in Seoul's Guro Digital Complex. This area, formerly centered on manufacturing but now home to IT and venture companies, is creating a thriving startup environment. Its location facilitates collaboration with companies in the security and mobile sectors, and its excellent airport access makes it ideal for international expansion. While the team is small, it consists of professionals with extensive experience working at the National Police Agency, public institutions, and global corporations. They collaborate closely across product development, sales and operations, branding and content, marketing, and research consulting.
"We're creating a culture that values empathy for social impact and respects challenge and growth. I believe an environment free from fear of failure is the starting point for innovation."
Anjeoni attaches to your smartphone and can be carried at all times, responding 21 seconds faster than existing products. Its simple button, practice and practical cartridges, and instant-on spraying system combine to enhance its effectiveness. In particular, its patented "simultaneous spray timing and button activation system" is a key technology. It is designed to prevent accidental spraying while enabling immediate response in emergency situations.
From public to global
Since its inception, SafeFix has collaborated with local governments and leading companies. We've also consistently consulted with the National Police Agency and the National Fire Agency on solutions to public safety issues. These efforts, including the distribution of women's safety kits in Paju City, the MICE industry linkage project in Goyang City, and public safety training for nurses, have all contributed to the spread of a culture of safety.
“The public sector creates stable practices and serves as a springboard for expansion into the private and global markets.”
From an environmental perspective, we're reducing waste with a replaceable cartridge structure and increasing the use of eco-friendly materials and packaging. Our global expansion is focused on North America and Japan. In North America, we're emphasizing powerful performance and data-driven services, while in Japan, we're emphasizing design and user-friendliness.
"We will reduce risks through localized strategies tailored to each country's culture, laws, and usage habits, and develop a secure platform that meets global standards."
SafeFix is developing customized products for missing children, elderly caregivers living alone, small business emergency response, and disaster response. The company plans to connect IoT and AI to create real-time location sharing, risk notifications, and automated reporting systems, ultimately developing into a safety management platform for businesses, organizations, and regions.
"Our goal is to grow Seipix into a leading company in the smart living and smart city safety sectors by 2035."
Early challenges faced by startups included regulations, verification, and funding. Seipix established a safety testing system, secured credibility through patent registration, and generated initial revenue through local government partnerships.
I give this advice to younger entrepreneurs:
"Define the problem in numbers. Clearly specifying who needs to solve what problem and in what seconds simplifies all decisions."
CEO Seong Jeong-mo's story is about erasing the shadow of anxiety and instilling a culture of safety in everyday life. This journey, combining the speed of a startup, the spirit of experimentation, and social responsibility, is ongoing.
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