Some days stay with you from the very start. On June 20th, after a night of heavy rain, people gathered early at Aromatica headquarters. It was the day we set out for Goesan for <Project: Soil>. Though it was a rainy Friday morning, not a single person was absent. Customers who took time off work to join, those who came to hear the brand’s story firsthand, and members of the Aromatica team—all carried with them a quiet sense of determination.
The bus, pushing through the rain, arrived in Gamul-myeon, Goesan, Chungbuk. The site was the herb garden run by a farmer and herbalist. Fortunately, the rain had eased by the time we began. Raincoats and boots were put on, equipment checked, safety instructions given.
Then, the removal of invasive Humulus japonicus vines began. At first, the dense and sturdy roots were daunting. Simply cutting the stems wasn’t enough—each vine had to be carefully untangled, a task requiring patience and focus. To protect other plants, we had to move slowly, gently, and together. One group even cheered aloud—“We saved it!” —as they successfully lifted out a root, leaving the neighboring plants untouched. In that moment, we all realized we were learning something new.
Despite the rain, laughter filled the air. Many said, “I actually love this—it feels romantic!” It was clear this wasn’t just volunteering. It was a shared experience of recovery.
Midway through, a table of refreshments awaited: vegan rice cakes made with Goesan’s local crops, herb water infused with freshly picked leaves, and seasonal fruits. Surrounded by the scent of soil and herbs, someone remarked, “This is truly farm to table.”
While sharing food, we observed the vegetation with Invelab’s ecology researchers. Each tiny insect and slender blade of grass was given a name and a story. When was the last time we had paid such close attention to the small lives around us?
“Through this activity, I got to learn about the plants and tiny creatures living in the area—things I normally overlook. It broadened my perspective on the environment.”
– Participant, Soo-bin Jo
“Working alongside Aromatica’s dedicated team made me feel even greater trust in the brand. With people like this leading the way, I believe the results can only be meaningful.”
– Participant, mongmong
All participants had brought their own tumblers. Rain-soaked and huddled together, even the row of tumblers seemed to share the spirit of the day.
Hands in the Soil, Hearts in the Work
Back at the worksite, another round of vine removal left a visible difference—five full sacks of invasive plants pulled out. By the end, the rain still fell, but eyes shone brighter. Rain mixed with sweat, soil on knees, the scent of plants on hands—and expressions that all strangely resembled one another.
“Since becoming an adult, I rarely get to stand freely in the rain. Because we were told to bring a change of clothes, I didn’t mind getting wet—it felt refreshing. Hearing from Aromatica’s CEO, who has stayed true to his vision for 22 years, was also inspiring.”
– Participant, Moon-kyu Gong
That day, from the fingertips pulling a single vine, we learned something essential. Caring for the environment isn’t just a declaration—it’s a physical act. Kneeling on the soil, lowering ourselves, moving carefully to avoid harm—that is where Aromatica’s philosophy of soil restoration begins.
To touch the ground together, to look closely at plants, to share a meal, to breathe in air laced with the scent of earth—these simple acts carried deeper empathy than words. On this day, we felt with our bodies where the brand’s sincerity truly comes from when it speaks about the environment.
Some removed vines. Some revived something within themselves. Together, we cleared the soil and planted hope in our hearts.
