With roughly 70% of South Korea covered by mountains and hills, hiking is a cherished part of the country’s culture. To address environmental pollution caused by hikers pouring leftover ramen broth onto mountain trails, INNOCEAN has launched a campaign introducing “Magic Bomb,” a portable liquid solidifier that turns drinks, broth, and other liquids into a gel-like form for disposal as regular waste.
The LEAVE ZERO TRACE “Leave No Broth” campaign, announced May 21, was timed to coincide with the International Day for Biological Diversity on May 22. The campaign was developed in partnership with CU, one of South Korea’s leading 24/7 convenience store chains, and the Korea Forest Service.
According to the release, concerns have continued to grow in recent years around hikers pouring leftover ramen broth directly onto mountains such as Gwanaksan, causing soil contamination, unpleasant odors and pest-related issues.
Magic Bomb will be distributed free of charge at CU convenience stores near 10 hiking areas across Korea: 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.
“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,” an INNOCEAN spokesperson said.
“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.”
INNOCEAN also plans to continue expanding the campaign through various online channels, including social media content, participation challenges, and events. The campaign features original characters inspired by mountain animals, 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 behavior can work like magic to help protect our mountains, INNOCEAN will continue to carry out a wide range of social contribution activities.”
