Combating Trail Pollution: Innocean Launches ‘Zero Ramen Broth’ Campaign
As outdoor recreation continues to grow in popularity, the environmental impact on mountain ecosystems has become a pressing concern. In a move to address trail degradation caused by improper waste disposal, Innocean has launched the “Zero Ramen Broth” campaign, coinciding with International Day for Biological Diversity on May 22, 2026.
The Environmental Challenge of Trail Waste
Hiking trails, particularly popular routes like those in Bukhansan or Seoraksan, have faced increasing pressure from human activity. A specific issue identified by environmental advocates is the disposal of leftover ramen broth by hikers. When poured directly onto soil, the high salt content and food residue can damage local flora, create persistent odors and attract pests, disrupting the natural balance of mountain habitats.
To mitigate this, Innocean has developed a practical, lifestyle-oriented solution: a portable broth solidifier branded as “Magic Bomb.”
How the Magic Bomb Works
The Magic Bomb is a liquid absorbent agent designed for ease of use. When added to leftover ramen broth, the agent reacts to transform the liquid into a gel-like solid within approximately two minutes. Once solidified, the waste can be easily collected and disposed of as general trash, ensuring that hikers leave no trace behind.
Innocean has partnered with CU convenience stores and the Korea Forest Service to distribute these solidifiers to hikers. The initiative is currently rolling out across ten prominent mountain regions in South Korea, including:
- Seoul area: Gwanaksan, Bukhansan, and Dobongsan
- Jeolla province: Naejangsan
- Gangwon province: Seoraksan
- Chungcheong province: Woraksan
- Gyeongsang province: Geumjeongsan, Mireuksan, Palgongsan, and Sobaeksan
How to Participate
Hikers interested in participating in the campaign can obtain a Magic Bomb by following these steps:
- Visit the “Pocket CU” mobile application.
- Locate the campaign page and save the digital participation certificate.
- Present the certificate to staff at participating CU convenience stores near the designated trailheads to receive the absorbent agent free of charge.
Fostering a Culture of Responsibility
Beyond the distribution of the solidifiers, Innocean is promoting the campaign through social media channels and interactive challenges. The company is utilizing a suite of original character designs representing local wildlife—including frogs, chipmunks, otters, and foxes—to highlight the importance of protecting mountain biodiversity.
This initiative represents a shift toward “lifestyle-integrated” environmentalism. By providing a simple tool that fits into the hiking experience, the campaign aims to turn a small, habitual action into a broader movement for ecological preservation.
Key Takeaways
- Problem: Improper disposal of food waste, specifically ramen broth, causes soil contamination and attracts pests on hiking trails.
- Solution: The “Magic Bomb” solidifier turns liquid waste into manageable solid gel for easy disposal.
- Availability: Free distribution is available at select CU convenience stores near major South Korean mountain trails for those who provide digital campaign certification.
- Goal: To encourage “Leave No Trace” behaviors among hikers and protect mountain ecosystems.
As the outdoor community continues to grow, initiatives like the Zero Ramen Broth campaign demonstrate how corporate strategy can align with environmental stewardship to foster more sustainable habits for all trail users.
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