Natto’s Rise to Global Fame: What This Means for Our Food Culture

The sudden surge in popularity of Japan’s fermented soybean dish, natto, has left some scratching their heads. Its pungent and slimy texture has long been shunned by many Japanese eaters, but it is now being sought after globally as a superfood.

Natto’s history is complex and steeped in legend. Some attribute its origins to Buddhist monks from China during the Yayoi period (300 BC-AD 300), while others claim it was discovered by Minamoto no Yoshiie’s troops after they left their horse food to ferment in battle. Regardless of its true origins, natto has been simmered, fermented, and eaten for centuries, demonstrating human adaptability and ingenuity.

Today, natto is being exported worldwide, packaged into Styrofoam trays with paper cups, and frozen to preserve its nutritional value. Manufacturers claim it can withstand transit without losing potency, a feat that highlights the logistical and scientific wizardry behind modern food production.

According to Hidefumi Ito, president of Natto Kobo Sendaiya, consumers’ growing interest in health foods has driven natto’s global appeal. “We tend to try something new or unusual if we believe it will be good for our health,” he said, highlighting the dish’s impressive nutrient profile, which includes fiber, protein, and vitamin K2.

The increasing acceptance of fermented foods like kimchi, kombucha, and kefir has paved the way for natto. This trend reflects growing awareness of gut health and a willingness to experiment with new flavors and textures.

Natto’s unique characteristics – its pungent smell reminiscent of stilton cheese and connected by strands of mucus that can be “whisked” into submission with chopsticks – may be off-putting to some, but others are eager to adapt. Many incorporate olive or chilli oil, mustard, and even wasabi into their natto experiences.

Exports have tripled since 2017, with China leading the charge as consumers, followed closely by the US, Thailand, and Hong Kong. Social media influencers have played a significant role in fueling interest, while celebrities like Lizzo have shared their own natto experiences on TikTok.

In Japan itself, traditionally more skeptical of natto in its western and southern regions, the dish is gaining traction as a breakfast staple in many parts of the country. According to a 2023 survey by a natto industry group, almost 19% of respondents eat it daily – a significant increase from previous years.

As we continue to explore the complexities of global cuisine, we must ask ourselves: are we willing to adapt and experiment with new flavors and textures, or will we stick to familiar favorites? The rise of natto as a superfood is not just about its nutritional benefits; it’s also about our growing willingness to challenge conventional norms and explore the uncharted territories of culinary exploration.

Wesley Smith, an American diner at Sendaiya in Tokyo, noted, “Just like a strong cheese can grow on you, natto has too.” Perhaps this is the key: embracing the unfamiliar, and finding that sometimes, what seems off-putting at first becomes a cherished favorite.