“Don’t dump leftover ramen broth on the mountain anymore. Use Magic Bomb instead.”
INNOCEAN, led by Global CEO Jung A Kim, announced on May 21 that it is launching the LEAVE ZERO TRACE “Leave No Broth” campaign in celebration of the International Day for Biological Diversity on May 22. The campaign is designed to help reduce environmental pollution caused during hiking activities.
In recent years, concerns have continued to grow around hikers pouring leftover ramen broth directly onto mountains such as Gwanaksan, causing soil contamination, unpleasant odors and pest-related issues. To address this problem, INNOCEAN developed a campaign to raise awareness of environmental pollution caused by discarded ramen broth and to encourage more responsible behavior through a portable broth solidifier that helps hikers leave no trace behind.
As part of the campaign, INNOCEAN has partnered with CU, Korea’s leading 24/7 convenience store company, and the Korea Forest Service to give away “Magic Bomb,” a liquid solidifier designed to make it easier for hikers to dispose of leftover ramen broth. When placed into leftover broth, Magic Bomb turns the liquid into a gel-like solid, allowing it to be disposed of as regular waste.
To expand the campaign nationwide, Magic Bomb will first be distributed free of charge at CU convenience stores near 10 well-known hiking areas across Korea, 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.
“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 will actively feature a set of original, charming characters inspired by animals that live in the mountains, 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 said. “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.”
