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Traditional in Japanese breakfast, fermented soybeans have tripled their exports since 2017 and have begun to win over curious consumers in various countries.
A Japanese food known for its intense smell, sour taste, and extremely viscous consistency is increasingly gaining ground outside the country.
The natto, produced by fermenting soybeans with bacteria, gained international prominence after frequently appearing on social media.
Its association with healthy eating also increased the curiosity of consumers who had never tried the traditional Japanese dish.
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Trade data released by the Ministry of Finance of Japan shows that natto exports tripled between 2017 and 2025.
Japan exported 5,248 tons of the food in 2025, mainly to China and the United States.
Natto’s popularity began to follow the global growth of other fermented foods, such as kimchi and kombucha.
Sticky texture surprises tourists in Tokyo
American tourist Wesley Smith tried natto during a visit to a Tokyo restaurant that offers the food at will.
Several translucent and sticky threads hung between the container and the visitor’s mouth when each portion was lifted with chopsticks.
Smith told the AFP agency that his first impression was one of surprise.
The tourist compared the taste of the food to that of a strong cheese after tasting the first portions.
The viscous consistency, according to him, would hardly win over consumers on a large scale in the United States.
The sticky appearance usually provokes immediate reactions, even when the taste is considered familiar by part of the audience.
Social media boosts the fame of superfood
Posts about natto began to circulate more frequently on social media in recent years.
The food began to be promoted as a potential Japanese superfood, increasing its visibility outside the Asian community.
Kenji Suzuki, owner of the Japanese restaurant Suehiro in Los Angeles, noticed a change in consumer profile.
The businessman identified an increase in the number of non-Japanese customers interested in trying the dish.
Part of this audience seeks natto due to the supposed health benefits.
Many consumers also want to discover if the food is really as unpleasant as some publications suggest.
The combination of curiosity, gastronomic experiences, and healthy eating has helped the product reach new audiences.
Affordable price keeps natto popular in Japan
Natto continues to be part of the daily diet of many Japanese families, despite its growing international fame.
The product, traditionally served at breakfast, also stands out for its affordable price.
A package with three servings costs approximately 100 yen in Japan.
The value corresponds to about US$ 0.60, or approximately R$ 3, according to the conversion presented in the AFP report.
The increase in production and marketing costs has also affected natto.
Yoshihiro Noro, former president of the Japanese Federation of Natto Cooperatives, stated that the packaging has become more expensive.
The shortage of naphtha, a petroleum derivative used in the manufacture of these containers, is said to be pressuring costs.
Noro linked this difficulty to the effects of the war in the Middle East.
Product tries to overcome the image of “poor man’s food”
Yoshihiro Noro believes that the new scenario may favor the appreciation of natto.
The food has long been associated with the expression “poor man’s food”, mainly due to its low price and wide availability.
Its current reputation as a superfood may help change this perception among Japanese and foreign consumers.
Few foods, according to Noro, manage to combine affordability, cultural tradition, and an image related to healthy eating.
The 72-year-old businessman also claims to have developed a version aimed at consumers who reject the traditional aroma.
Odorless version seeks to win new consumers
The product created by Noro was named Kamakurayama Natto.
The version maintains an extremely viscous consistency, but does not have a strong smell or bitterness, according to the entrepreneur.
The new format may attract people interested in fermented soybeans but bothered by its more striking characteristics.
Adapting to natto, according to Noro, may require more than one experience.
The entrepreneur encourages consumers to keep trying until they get used to the taste and texture.
The growth of exports shows that Japanese natto has already crossed the country’s borders.
The dish continues to divide opinions, but it is advancing in international markets thanks to social media and its reputation as a healthy food.
Would you try a fermented soybean known for its intense aroma and extremely sticky texture? Share your opinion!
