Why is it popular abroad? The reasons behind the growth in Japanese 'natto' exports
Natto, a familiar food eaten daily in Japan, is now attracting attention overseas. While natto is sold for around 100 yen at supermarkets in Japan, it is not uncommon for it to be sold for around 400 yen abroad. Despite this, sales remain strong, and the volume of natto exports is increasing year by year.
A major reason for natto's growing popularity overseas is the global rise in health consciousness. Natto is rich in plant-based protein and has become recognized worldwide as a healthy fermented food that improves gut health. It is particularly valued as a highly nutritious superfood among vegetarians and health-conscious individuals.
The Japanese food boom is also boosting natto exports. In the past, many foreigners were put off by natto's unique smell and stickiness, but the recent increase in Japanese restaurants has gradually helped the culture of eating natto take root. More and more people are becoming interested in natto as one of the items on Japanese menus.
Behind the choice to purchase natto even at a high price is this interest in health and the brand power of Japanese cuisine. A food that is taken for granted in Japan is being accepted as a special health food around the world. As Japanese food culture continues to spread globally, it is expected that natto exports will continue to grow.