Description
To mark the International Day for Biological Diversity, INNOCEAN has launched the ‘Leave No Broth’ campaign, an environmental initiative aimed at reducing pollution caused by hikers disposing of leftover ramen soup on mountain trails. Developed in partnership with CU and the Korea Forest Service, the campaign addresses a growing issue in South Korea, where discarded broth can contaminate soil, create unpleasant odours and attract pests.
At the heart of the campaign is ‘Magic Bomb’, a portable liquid solidifier that transforms leftover ramen broth into a gel-like substance in around two minutes, making it easier to dispose of responsibly as regular waste. The product is being distributed free of charge through selected CU convenience stores located near popular hiking destinations across the country, encouraging hikers to adopt more environmentally friendly habits while enjoying the outdoors.
To broaden awareness and participation, INNOCEAN is supporting the initiative with social media content, challenges and events featuring a cast of animal characters inspired by mountain wildlife. Framed as a simple behavioural change that can have a positive environmental impact, the campaign aims to make conservation a natural part of the hiking experience while promoting the principle of leaving no trace behind.
This professional campaign titled 'Leave No Broth' was published in South Korea in May, 2026. It was created for the brands: CU and Korea Forest Service, by ad agency: INNOCEAN South Korea. This Film and Integrated media campaign is related to the Food and Public Interest industries and contains 1 media asset. It was submitted 12 minutes ago.
