South Korea – INNOCEAN has launched its LEAVE ZERO TRACE “Leave No Broth” campaign, introducing a new initiative to tackle pollution caused by hikers who leave behind leftover ramen broth in mountain areas.
Led by Global CEO Jung A Kim, the campaign coincides with the International Day for Biological Diversity on May 22. It responds to growing concerns over hikers disposing of leftover ramen broth directly on mountain trails, including at popular destinations such as Gwanaksan, contributing to soil contamination, unpleasant odours, and pest-related issues.
As part of the initiative, INNOCEAN aims to raise awareness of the environmental impact of improperly discarded food waste while encouraging more responsible hiking practices. Central to the campaign is “Magic Bomb”, a portable liquid solidifier developed to help hikers dispose of leftover broth more responsibly.
INNOCEAN has partnered with CU and the Korea Forest Service to distribute Magic Bomb, which turns liquid broth into a gel-like solid that can be discarded as regular waste. The product will be available free of charge at CU convenience stores located near 10 major hiking destinations across South Korea.
A spokesperson from INNOCEAN said, “Through numerous tests, we found that when Magic Bomb is added to ramen broth, it typically solidifies into a gel-like form in around two minutes. Before going hiking, participants can save the campaign participation certificate from the Pocket CU campaign page, then visit a nearby CU store distributing Magic Bomb and show the certificate to store staff to receive it for free.”
The initial rollout covers hiking areas including Gwanaksan, Bukhansan and Dobongsan in Seoul; Naejangsan in Jeolla-do; Seoraksan in Gangwon-do; Woraksan in Chungcheong-do; and Geumjeongsan, Mireuksan, Palgongsan and Sobaeksan in Gyeongsang-do.
Beyond the on-ground distribution, INNOCEAN plans to extend the campaign through social media content, participation challenges, and other engagement activities. The campaign will also feature a series of original animal-inspired characters based on species commonly found in mountain environments, including frogs, squirrels, trout, otters, foxes, and badgers.
“This campaign was designed as a lifestyle-driven initiative that enables hikers to take part in nature conservation in a simple and natural way during their hikes,” an INNOCEAN spokesperson added. “Just as one small change in behaviour can work like magic to help protect our mountains, INNOCEAN will continue to carry out a wide range of social contribution activities.”
