"Dieting Asian Countries"... Reducing Carbohydrates and the 'Low-Sugar Dessert' Trend

Asian Countries See Rapid Increase in Overweight Cases
Heightened Awareness Due to COVID-19... Reflected in Diets
High-Protein Snacks and Desserts Without Sugar Gain Popularity

Dr. Barista Butter Coffee by Keto Teacher

[Asia Economy Reporter Kim Bo-kyung] A 'low-carbohydrate' trend is sweeping across Asia, where rice is the staple food. According to the World Obesity Federation, more than half of the top 10 countries with the highest increase in overweight and obese populations from 1995 to 2016 were Asian countries. Amid growing awareness of dietary health, consumers in Asia are increasingly demanding diets that reduce carbohydrates and unnecessary sugars. The importance of health management in daily life has grown due to COVID-19, leading to the emergence of various low-sugar food products across Asian countries. Particularly, the launch of low-sugar foods in Asia is more active in the dessert market.

In South Korea, products that have entered the market with differentiated recipes adding healthy nutrients to desserts such as coffee and chocolate are gaining attention. A representative example is 'Kito Seonsaeng,' a ketogenic specialty brand launched by Nudge Healthcare in August 2020. All products from Kito Seonsaeng are characterized by recipes developed directly by a physician specializing in preventive medicine, allowing people of all ages to consume them healthily without worries about chronic diseases such as diabetes and obesity. 'Doctor Barista Butter Coffee' surpassed 1.25 million units in cumulative sales within 10 months of its launch. It faithfully delivers the benefits of bulletproof coffee while preserving its unique savory flavor and satiety. Recently, the product line has expanded with the launch of 'Roco Choco Protein Ball,' a chocolate ball that replaces sugar with natural sweeteners and increases protein content.

China Weilaikerqi 'Xiaoqingzhuan'

In China, 'protein bread' is gaining popularity in line with consumers' dietary management trends. Brands are emerging in the bakery market, which traditionally used flour, sugar, and butter as main ingredients, experimenting with baking using alternative powders such as almond, flaxseed, coconut, and chia seeds. Health food brand Weilai Keqi developed China's first 'oil-free, sugar-free cake molding technology' and launched 'Xiaoqingzhuan' in 2020, which replaces flour with oat, egg white powder, and Hericium erinaceus mushroom powder. The product achieved sales of 1 million yuan (approximately 180 million KRW) in its launch month alone.

In Thailand, which introduced a sugar tax for the first time among Asian countries in 2017, the low-sugar trend continues. The market for low-sugar and unsweetened products, including plant-based milk, has expanded significantly. The new Thai brand 'Tofusan' launched unsweetened soy milk in line with the low-sugar trend in Thailand. With a sugar content of only 3%, it has consistently received positive responses from Thai consumers and overseas direct purchasers.

Unsweetened Soy Milk from Thailand's Tofusan Company

In Japan, a new word 'coronabutori,' a blend of 'corona' and the verb 'to gain weight,' is trending, similar to South Korea's 'hwakjjinja' (weight gain during COVID-19). This shows that carbohydrate-restricted diets occupy a significant part of consumers' food culture and are actively promoted even in convenience stores. For example, Seven-Eleven launched donuts, pound cakes, and waffles with 50% reduced carbohydrates under its private brand 'Seven Premium' in December 2020, targeting consumers stressed by dietary management.