The Natto Revolution: A Sticky Success Story
Imagine a food with a reputation for being an acquired taste, known for its unique texture and pungent aroma. Now, picture this very same food taking the world by storm, becoming a global phenomenon. That's the story of Japan's natto, a fermented soybean delicacy, and its remarkable rise to international fame.
A Tasty Trend Takes Off
The numbers don't lie: Japan's natto exports have skyrocketed in recent years. In 2025, both the volume and value of natto exports hit all-time highs, with one manufacturer reporting a staggering increase from 5 million yen to over 300 million yen in just nine years. But what's behind this sticky success story?
Beyond Borders: Natto's Global Appeal
While the popularity of Japanese cuisine, or 'washoku', has undoubtedly played a role, there's more to this trend than meets the eye. According to trade statistics, natto exports have been on a steady rise since 2017, with China leading the way, followed by the US, Thailand, and several other Asian countries. So, what's driving this global appetite for natto?
The Power of Cultural Recognition
Hiroo Higashigawa, an export promotion officer, suggests that the recognition of 'washoku' as a UNESCO Intangible Cultural Heritage may have been a catalyst. As Japanese cuisine gains global recognition, so do its unique ingredients, like natto. But there's more to it than just cultural appreciation. Higashigawa speculates that the growth of the food service industry abroad, using Japanese ingredients, and the heightened health consciousness during the COVID-19 pandemic, have created a perfect storm for natto's popularity.
Health Benefits: Natto's Secret Weapon
In 2020, natto made headlines in the prestigious British Medical Journal, highlighting its potential to lower the risk of death. This scientific endorsement further boosted natto's popularity, especially among health-conscious consumers. And here's an interesting fact: even when transported frozen, natto's nutritional value as a fermented food remains intact, thanks to its dormant bacteria state.
The Influence of Influencers
But it's not just cultural recognition and health benefits that have propelled natto into the global spotlight. The Japan External Trade Organization attributes the surge in overseas demand to the presence of influencers. TikTok videos of people from various nationalities stirring and enjoying natto have gone viral, with comments and posts in multiple languages. Among these influencers, Grammy-winning singer Lizzo has had a significant impact, with her videos of happily eating natto sparking online discussions and inspiring others to give it a try.
A World of Natto Flavors
The Japan Natto Cooperative Society Federation notes that inbound tourism has also contributed to the natto boom. Tourists who discover the deliciousness of natto during their travels in Japan often continue to purchase it after returning home. And it's not just about the taste; natto's health benefits have also caught the attention of influencers, especially in countries like Thailand, where export values have spiked in recent years.
A Global Journey: Natto's Expansion
Kentaro Hasegawa, chairperson of the federation, expresses surprise at the extent to which natto, an exotic food from an Eastern country, has been embraced worldwide. And it's not just about the traditional way of eating natto; different cultures have found unique ways to incorporate it into their cuisines. In Asia, it's added to stews and soups, while in North America, it's enjoyed with honey or even maple syrup, as recommended by Canadian 'rakugo' storyteller Katsura Sunshine.
A Successful Export Strategy
Hokkaido Hamanasufoods, Japan's top soybean-producing prefecture, has mastered the art of exporting natto independently, expanding its market to 16 countries and regions. Their success lies in acquiring the necessary know-how to navigate the laws and regulations of each country, a challenging but rewarding endeavor. Yukiko Hagiwara, the company's sales manager, highlights the risks and hassles of exporting, but also the great potential of natto as a global health food.
Conclusion: A Sticky Legacy
Natto's journey from a niche Japanese delicacy to a global phenomenon is a testament to the power of cultural exchange, health consciousness, and the influence of social media. As natto continues to spread its sticky legacy worldwide, it not only satisfies taste buds but also contributes to a healthier, more connected global community. So, the next time you see a video of someone happily stirring a pack of natto, remember the story behind this sticky success and the impact it's having on our world.
