KUALA LUMPUR, April 17 -- Malaysia's love affair with sweetness poses a formidable challenge to the government's efforts to reduce sugar consumption, judging from the prevailing sentiment among those living and working in the federal administrative capital after the rollout of a pilot project.

Reception has been lukewarm in Putrajaya where the "Kurang Manis" (Less Sweet) campaign was first launched to promote healthier drinking habits, reflecting a broader cultural resistance to change.

"There are no drinks in Malaysia that's made without sugar. If it's not sweet, it's not nice," drinks stall vendor Jamilah Hasyim told Malay Mail when asked her views of the campaign during a recent visit.

Jamilah, stationed at a drinks stall in Putraja...