New York City’s Added Sugar Warning Program and Export Strategies – U.S. Correspondence by Jay Lee (161)

Under Mayor Adams’ “Food Is Medicine” Vision, New York City Declares War on Sugar

Chain Restaurants Required to Display Spoon Icon for Menu Items With 50g+ Added Sugar

High-Sugar Korean Sauces and Traditional Cooking Methods May Require Recipe Innovation

By Jongchan Lee, CEO of J&B Food Consulting

Beginning in October this year, New York City will become the first in the nation to mandate added-sugar warning labels on the menus of chain restaurants—a change that introduces new challenges for Korean food exporters targeting the U.S. market.

Chain restaurants operating 15 or more locations in New York City will be required to display a sugar-laden spoon icon next to any menu item containing 50 grams or more of added sugar. This threshold reflects an amount that exceeds the recommended daily intake based on a 2,000-calorie diet, and must be accompanied by a warning about the increased risks of type 2 diabetes and weight gain.

The requirement applies to all menus—printed, digital, and online—as well as menu boards and item tags. Warning icons must be placed on prepackaged foods with Nutrition Facts labels that contain 50g+ of added sugar and on menu items that are equivalent to those high-sugar prepackaged foods. Combo meals are also included under the rule.

New York City's move goes beyond simple consumer information. Much like former mayor Michael Bloomberg’s initiatives to eliminate artificial trans fat and mandate calorie labeling, Mayor Eric Adams—who champions the philosophy that “food is medicine”—has declared an aggressive campaign against sugar.

And this trend is not limited to New York. Cities like Seattle and San Francisco already impose taxes on sugar-sweetened beverages, and the U.S. Food and Drug Administration updated its 2023 Menu Labeling Guidance to encourage added-sugar disclosure.

Importantly, American consumers’ health awareness is translating into actual purchasing behavior. After Berkeley, California introduced a sugar-sweetened beverage tax, sales of sugary sodas dropped 21% while bottled water consumption increased 29%. Demand for “zero sugar” and low-sugar alternatives continues to grow, and this shift has now become a firmly established trend rather than a temporary fad.

A potential challenge for Korean food companies is that many traditional Korean sauces and cooking styles inherently contain high amounts of sugar. Core flavor bases—such as gochujang, bulgogi marinades, and tteokbokki sauces—may easily cross the 50g threshold. If Korean dishes sold at chain restaurants trigger warning icons, it could negatively affect consumer choice. Indeed, researchers at NYU School of Medicine expect such warning labels to influence customer behavior.

Korean food manufacturers must view this shift as an opportunity, not just a threat.

First, recipe innovation is essential. Nestlé recently introduced technology that reduces sugar content by 30% through natural enzymatic reactions. Similarly, Korean companies should explore ways to preserve authentic flavors while reducing added sugars. Options include using natural sweeteners like stevia or monk fruit, or leveraging fermentation to create naturally occurring sweetness.

Second, companies should actively build on Korea’s existing health-forward image. Korean cuisine is already recognized in the U.S. for its fermented foods and vegetable-centered banchan culture. Highlighting low-sugar Korean foods—such as kimchi, namul, and doenjang—and expanding product lines aligned with health trends, including USDA Organic certification, can strengthen market positioning.

The U.S. organic market continues to grow, and Korean products with USDA Organic certification can expect substantial demand even at premium prices.

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