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In Korea, domestic consumers' interest in low-calorie sweeteners as a substitute for sugar has been gradually increasing, leading to increased commitment from market players. The share of "zero-sugar" products among carbonated beverages sold in convenience stores increased significantly from 22.5% in 2021 to 32.0% in 2022, and further to 41.3% in March 2023. These zero-sugar options derive their sweetness from alternative sweeteners rather than sugar or high-fructose corn syrup, resulting in minimal caloric intake. Initially popularized in select carbonated beverages, this trend has expanded to include coffee, isotonic drinks, energy drinks, soju, makgeolli, ice cream, tomatoes, snacks, sauces, and dressings. According to a national survey conducted in May 2023, a remarkable 73% of adult men and women expressed a preference for zero-sugar, zero-calorie, or low-sugar products. In 2022, E-mart's sales of regular Coke and Cider decreased by 9% year-on-year, while sales of Zero Coke and Cider increased by 209%. Lotte Chilsung Beverage reintroduced "Chilsung Cider Zero" in 2021 after its initial failure in 2011. Other zero-sugar products include Hite Jinro's "Zero Sugar Jinro," Lotte Chilsung Beverage's "Saero Soju," and Mackiss Company's "Sungyang" soju. Kooksoondang's "Fresh Makgeolli," Paldo's "Paldo Bibimjang," Sempio's "Fontana," Dongwon Food's "Vivid Kitchen" oyster sauce, Peacock's "Matjjang," "Twist," "Seashell Shaped Snack," and others are also zero-sugar products. Kwangdong Pharmaceutical introduced "Bien the" zero sugar tea, while Woongjin Food launched two new products, Balance and Active, under the "Ion the Fit Zero" brand. Lara Sweet's low-sugar ice cream also holds the top spot in Korea's largest convenience store CU and online malls. The most popular sugar substitutes in the Korean market include artificial sweeteners such as aspartame and natural sweeteners such as honey, allulose and stevia. Aspartame is the most commonly used artificial sweetener in Korea. Although its caloric content is similar to that of sugar, it is 200 times sweeter than sugar, allowing even small amounts to provide a more pungent sweet taste than sugar, thus helping to reduce caloric intake. Natural honey is the most popular natural sweetener in Korea and is known for its various health benefits such as detoxification, fatigue relief, immunity enhancement and cholesterol reduction. Allulose, a novel sweetener derived from natural enzymes, has a lower sugar content than sugar. It is often blended with other sweeteners and has a low-calorie content of only 5% of sugar. CJ CheilJedang pioneered the mass production of allulose in Korea by using natural enzyme extract in its manufacturing process. Competition among companies for allulose, an emerging alternative sweetener in Korea, is fierce. Daesang established a dedicated production facility in Gunsan, North Jeolla Province, and started production in July 2023. Similarly, Samyang Corporation is expanding its dedicated factory in Ulsan and aims to complete it in the first half of this year. Samyang Corporation received GRAS certification from the U.S. Food and Drug Administration (FDA) in 2020. Allulose occurs naturally in trace amounts in raisins, figs, wheat and other foods. It has a 70% sweetness level compared to sugar, but only 5% of the calories. In addition, over 98% of allulose is not absorbed in the body and is excreted. CJ CheilJedang, the first company to mass-produce allulose in Korea, has developed a powder product. Allulose, a natural sugar, is a high-value-added material that is 3 to 6 times more expensive than sugar.

Kang Sang-muk, the CEO of Gogeumcheonghakdong Yuju Agricultural Association, is a seasoned yuja farmer with 16 years of experience managing the renowned 'Wando Ondam' yuja farm. Covering 12,000 square meters of land, the farm is home to 900 mature trees cultivated using environmentally friendly, low-carbon organic practices. All products marketed by his cooperative, which proudly carries the "Good News" brand, use only organically grown citrons produced through this environmentally conscious method. In organic farming, the term is only meaningful when it encompasses the entire growing process. It adheres to a truly organic approach that ensures the soil undergoes a transformative journey. This commitment means avoiding conventional fertilizers, recognizing that it takes a minimum of 7 to 10 years for existing land to transform into nutrient-rich, naturally fertile soil. Since the end of 2019, marking 11 years of dedicated organic farming, he has produced about 60 tons of robust yuja, securing an annual income of about KRW 200 million. Yuja, a citrus fruit, has more than three times the vitamin C content of lemons, contributing to its reputation as a health-promoting superfood. During this time, CEO Kang undertook various initiatives to cultivate fertile land. Using a mixture of double-boiled ginkgo, sweet potatoes, oleander, Melia azedarach flowers, and pasqueflower roots in carefully measured proportions, he created a nutrient-rich mixture for the soil. He introduced fermentation processes using deceased fish and EM microorganisms to further improve soil health. Through these conscientious efforts, the once ordinary soil on his citron farm underwent a remarkable transformation, evolving into prime land suitable for organic farming. There are approximately 2,500 yuja farms in Korea, of which only 29 are organic, including six in Wando-gun. CEO Kang's commitment to organic practices is evident in the meticulous certification process. After securing certification for environmentally friendly, pesticide-free agricultural products (5 years), he navigated the conversion period (2 years) to obtain the coveted organic product certification. In addition to the traceability registration of agricultural products and the excellent agricultural product certification, he also proudly obtained the low-carbon agricultural product certification. After returning to farming in Gogeum-myeon, Wando, in 2008, CEO Kang began establishing a yuja farm 150 meters above sea level. Committed to exploring various methods of low-carbon organic farming, he diligently managed the soil by implementing an annual rotation of antibiotic-free livestock manure compost and fish-based compost. In a unique approach to pest prevention, he refrained from removing grass from the yuja orchard, allowing natural pest predators such as mites to thrive. In recognition of his dedication and expertise, Jeonnam Province honored him as an "Organic Farmer," a distinction reserved for individuals who practice independent and systematic organic farming techniques with more than 5 years of experience. The Yuja Agricultural Association, led by CEO Kang, was established in November 2011, with five full-time members and 29 associate members (Yuja-producing farmers) and a capital of KRW 150 million. In 2013, all member farms within the association achieved GAP certification. In March 2018, six patents for Ssanghwa-yuja tea were registered, and the association achieved ISO22000 certification in 2019. In the previous year, a total yuja harvest of 340 tons was achieved, including 50 tons of organic yuja, 10 tons of pesticide-free yuja, and 280 tons of regular GAP yuja. The total profit reached KRW 800 million, with KRW 750 million from raw fruit and KRW 50 million from processed yuja products. The annual processing volume ranges from 5 to 10 tons. The association's flagship products include Handmade Yuja Tea, Ssanghwa Yuja Tea, Soybean Yuja Tea, Yuja Powder, Yuja Seaweed Bread, Yuja Coffee, and two gift sets of Handmade Yuja Tea and Handmade Yuja Tea. The Handmade Yuja Tea stands out in the product lineup, leveraging the distinctive aroma and acidity characteristics, and is priced at KRW 19,800 per kg. The patented Handmade Ssanghwa Yuja Tea complements the unique flavor and aroma of Ssanghwa tea and is priced at KRW 22,000 per kg. Yuja powder, a calorie-free and sugar-free product made by drying and processing citron peel, is available at KRW 13,200 for 100 g. Yuja Sokcheong, a handcrafted citron tea with a unique aroma and tang, is priced at KRW 13,200 for 500 ml. Yuja Tea Bags, made from Ssanghwa Yuja tea, known for its cold-preventing properties, contain various herbal medicines and are available in a box of 20 bags (1.5g each) for KRW 19,800. Another product, citron vinegar, a traditional fermented blend of makgeolli starter and organic citron is sold for KRW 33,000 per 500ml bottle.