Seoul’s ‘Less Sweet Expedition’ has positively influenced family habits by reducing children’s sugar intake, but researchers call for fresher content and better incentives to sustain long-term engagement.
Seoul’s mobile campaign to curb children’s sugar intake appears to have made a measurable difference in family habits, but researchers say the programme will need fresher content and a clearer rewards system if it is to keep children engaged for longer.
According to a report released by the Seoul Institute on 22 August, the city’s “Less Sweet Expedition” was designed to help tackle the problem of children consuming too much sugar from processed foods, a concern that aligns with World Health Organisation guidance to keep free sugars below 10% of total energy intake. The initiative invited elementary school children and their guardians to check the sugar content of everyday snacks and complete low-sugar missions at home.
The 2025 programme drew 30,128 recruits, of whom 14,576 completed certification. More than half of those who finished remained active for at least 61 days, suggesting that the app managed to sustain participation well beyond an initial burst of interest. Among the 13,491 participants who completed both pre- and post-surveys, knowledge about sugar intake improved, children’s preference for sweet foods eased, and families became more likely to read nutrition labels and check sugar content before choosing snacks.
The strongest feature, the Seoul Institute said, was the role of parents. In interviews, adults described themselves as interpreters who helped children understand nutrition labels and turn the information into practical choices. That shared approach encouraged more discussion at home and helped low-sugar habits become part of ordinary routines, rather than a one-off challenge.
But the study also identified clear weaknesses. Repeated snack logs and quiz tasks across the 90-day programme led to falling interest towards the end, while a limited snack database and the need to manually convert portion sizes added friction. Participants also said the app offered too little personal feedback or visual reward to make progress feel meaningful. The institute recommended more video, image-led and hands-on content, simpler entry methods such as photo recognition, and stronger child-friendly incentives, including school certificates, donation certificates and other visible recognition.
Disclaimer: This content is for informational purposes only and is not intended to be a substitute for professional medical judgment, advice, diagnosis, or treatment.
