라기

Rather than being X

Every one of these eight lines is the same construction, 라기보다는 or its shortened 라기보단, meaning 'rather than calling it X'. It is how you correct a label without contradicting anyone flatly: more behind-the-scenes than promotion, not really a juice but a protein yogurt, more excited than nervous, not so much a technique as just my routine. Learn the whole phrase — the ending on its own will rarely turn up.