So, you’ve visited a place, probably foreign, that you’ve never been to before. What’s something you could keep that just might be the perfect keepsake to commemorate your visit? You probably have a super hectic life, so a memento might remind you of more serene times. Some might take the soaps from the hotel they visit or some photos or postcards or trinkets or magnets or shot glasses or goodies that represent the place. How would you feel if someone visited a place and gave you… an empty can?
That’s right, there’s nothing in the can. There’s a place called Lake Como. It’s got nothing to do with Chris, Andrew or Mario. It’s a place in Italy and a memento that’s gaining traction is a can of air from Lake Como. The lake is said to be pretty sweet and clean, so the air there might be better than in areas that have a terrible AQI. Yep, for $11 (close to ₹930), you could take home about 400 ml of authentic Lake Como air.
Basically, the idea might be to inhale the air or even “drink” it.
Some might raise their eyebrows to ask: am I paying $11 for an empty can? A metal container filled with nothingness? Metaphorically, the can might represent a moment of escape, tranquility or beauty. So, there might be some sentimental message there: you could capture time in a bottle.
It’s not exactly a new idea, but it’s still an interesting one. All the way back in the 1950s, an Italian entrepreneur was selling the air of Naples. Later on, in 2013, when there was growing concern over China’s air pollution, a Chinese multimillionaire was selling cans of fresh air, with entrepreneurs from the UK and Canada jumping on the bandwagon to sell to Chinese consumers. There was even a product on Shark Tank US selling air.
Even at this point, this might seem like a joke. Or it could sound pretentious. An experience-focused souvenir? What? Is this a commentary on the absurdity of consumerism and wanting to seem cool? Maybe, it’s emblematic of the universal human need to preserve moments, as if we’re holding tightly onto sand that continuously slips away from our fists. The idea of trying to hold on to beauty that’s inevitably fleeting. All of that sounds philosophical, but the ones selling canned air are making their moolah.
As of 2024, India’s most polluted cities include Gurgaon, New Delhi, Gandhinagar and Chandigarh with AQI levels quite hazardous to public health. While a can of fresh air from Italy might be a band-aid solution, could it be a temporary panacea, nonetheless? Maybe, canned air could join the likes of air purifiers and N95 masks. Take a break from smog, open up a can. It might sound like a soft drink commercial. Or this might be more appealing to anyone who might have respiratory issues.
Maybe, even India could leverage this trend. Are there regions with “pure” air, like Palkalaiperur in Tamil Nadu or a region in Mizoram or some place in the Himalayas, that could sell this canned air? Maybe, as this gets more accepted, a traveller that goes to these places might pay a premium to get that clean air before heading back to populated cities. This might end up being a lifestyle status product rather than having long-term utility.
Is there a subscription service opportunity? Get your bottle of fresh air from Italy every 2 weeks! Extra, extra! Make it a six-pack!
But, something like this might, also, necessitate the need for some regulatory framework to make sure the product is authentic. “Air from the Himalayas” actually ought to be that. Someone shouldn’t drop an empty can in Bhubaneswar, then reseal it and keep the label that way whilst selling the can.
Now, obviously, canned or bottled air is a temporary and symbolic relief. It’s not a practical solution to the air quality issues that plague the world.
So, what do you think? Are you going to be one of those folks excited to see your delivery package of empty cans?
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