Imagine inviting a crowd into one’s living room, only for them to feast, slurp and then casually pour soup onto the carpet before leaving. Ad Nut needn’t imagine. This is, apparently, what passes for a pleasant hike.
In Korea, the charming ritual of mountainside ramen has taken a less charming turn, with hikers routinely dump leftover broth onto pristine terrain. Those inclined to dismiss this as harmless liquid clearly haven’t considered the reality of soil contamination, lingering odours and an open invitation to pests who, unlike Ad Nut, were not consulted. One 2024 estimate suggests that hikers trashed as much as 26 to 31 gallons of broth daily on Mount Halla, Korea's highest mountain alone.
Needless to say, local authorities are less than thrilled. Salty leftovers threaten streams and aquatic life, while endangered plant species must contend with what is essentially a daily dousing of instant noodle residue. The stench can draw in crows and weasels, though thankfully not the more murderous beasts of Ad Nut’s nightmares.
Creative agency Innocean has designed a practical fix for this messy problem. Leave Zero Trace, Leave No Broth campaign introduces pocket-sized solidifiers, magic bombs, that turn leftover broth into gel within minutes. Solid leftovers can be disposed of properly rather than theatrically flung into nature.
“This campaign was designed as a lifestyle-driven initiative that enables hikers to take part in nature conservation simply and naturally during their hikes,” an Innocean spokesperson said.
Distributed for free via CU convenience stores near major hiking trails, and backed by the Korea Forest Service, the solution is high on common sense.
Ad Nut can't help but wonder if flinging liquid waste across a mountain is acceptable behaviour; what exactly stops these hikers from discarding solids with equal abandon? Ad Nut suspects the issue is less about the state of matter and more about the state of mind.
There might be merit in reducing immediate environmental harm. A gel is less likely to seep into soil or streams than a salty broth. Yet it feels like a classic whack-a-mole job where one aspect of the problem is solved while another is introduced. Litter is still litter, whether it sloshes or wobbles.
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