Japanese "superfoods" conquer the global market.

Natto, the Japanese fermented soybean dish, is gaining popularity worldwide thanks to its reputation as a "superfood" with health benefits, and exports have tripled between 2017 and 2025.

Natto, the famous fermented soybean dish from Japan, with its chewy, sticky, stringy texture and distinctive strong aroma, is becoming increasingly popular worldwide thanks to its reputation as a "superfood" with health benefits.

The latest trade figures show that Japan's natto exports have tripled between 2017 and 2025, reaching 5,248 tons last year. China and the United States are currently the two largest consuming markets.

Natto has long been a familiar breakfast food for Japanese people. However, its strong aroma, distinctive fermented taste, and sticky texture make it both a favorite and a source of apprehension for many, even in Japan.

In recent years, Natto has joined the ranks of fermented foods like Kimchi and Kombucha that are becoming increasingly popular globally. Following the COVID-19 pandemic, consumers, particularly in the US, have shown greater interest in gut health and nutrient-rich foods.

Natto is high in fiber and protein and is often thought to support the immune system, improve digestion, and strengthen bone health.

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In China, the trend towards healthier lifestyles among the middle and upper classes is also driving demand for Japanese food.
Kenji Suzuki, owner of a Japanese restaurant in Los Angeles, says that more and more non-Japanese diners are willing to try natto after it was widely promoted on social media as a "superfood."

According to him, customers' reactions are often very varied: they either love or find the dish's particular flavor unacceptable.

Besides its health benefits, Natto is also popular in Japan because of its low price. A pack of three boxes of Natto typically costs only about 100 yen (0.7 USD). However, the price is under pressure to increase due to rising raw material and packaging costs.

Many Japanese companies are now boosting exports of premium natto to markets such as Hong Kong (China), Singapore, and Norway. Manufacturers believe that although initially unfamiliar, many foreign consumers will gradually come to love this traditional dish after experiencing it more frequently.

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(VNA/Vietnam+)

Source: https://www.vietnamplus.vn/sieu-thuc-pham-cua-nhat-ban-chinh-phuc-thuc-khach-toan-cau-post1119821.vnp