News Natto increasingly popular overseas

Many foreigners are said to dislike natto, the fermented soybeans known for their strong smell and sticky, stringy texture. That reputation still holds, at least in how people talk about it. But the export numbers are moving the other way. Shipments of natto products topped ¥3 billion ($18.8 million) over the past year, with demand apparently driven by health-conscious consumers overseas.


China stands out. Exports there rose about 2.5 times, making it the largest importer. The growth is not coming from Ibaraki Prefecture, which is usually seen as Japan's main natto-producing region and home to major manufacturers. Instead, the push has come from Hokkaido. One example is Hokkaido Hamanasufoods Co., based in Ebetsu. The company produces around 30 types of natto for both domestic and overseas markets.

At its factory, soybeans are first steamed, then sprayed with natto bacteria. About 40 grams are packed into each container. The process is fairly standard, but the handling changes after fermentation for export. Products bound for overseas are frozen and shipped that way. It is a practical step, the company says, to maintain quality over longer distances.

Hamanasufoods began exporting nine years ago, after being approached by a Chinese trading firm through an existing client. That led to direct transactions, and the business has grown since. In summer 2023, the company built a new factory to double its production capacity. The timing suggests expectations were already rising. Export values nearly doubled last year. The gap between natto's reputation and its sales abroad does not seem to be closing.

Japan's total natto exports amounted to 3.2 billion yen in 2025, up 1 billion yen from the year before. Exports to China accounted for less than 30% of that figure, but they rose sharply by 500 million yen over the past year. China, which received nearly 70% of the natto products shipped from Hokkaido, overtook the United States as the world's biggest natto importer. "It's an explosive growth," said Furujo Tatsuya, acting chief of the Agriculture, Forestry, Fisheries and Food Department at JETRO, who has been researching natto exports. One reason is the increase in inbound tourists, mainly from Asia, after the COVID-19 pandemic. Many hotels provide natto in their buffets, and tourists apparently crave the food after returning home. In the southern Chinese city of Shenzhen, natto products from Japan are found on the shelves of local supermarkets, he added. A man in his 60s who has studied in Japan said he eats 40 to 50 grams of natto a day because he found it delicious when he came to Japan from overseas in the 1980s.

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Reminds me of my wife's Marmite, yuck !

I have never tried Marmite, but I'm sure natto is healthier.

The increase in overseas shipments of natto is reminiscent of how foreigners once avoided sashimi and sushi.

When I asked an AI for an explanation, I received the following response.

In the past, many foreigners were hesitant to eat sushi and sashimi because of concerns about raw food, unfamiliar textures, and cultural differences. Over time, however, these foods became widely accepted and even popular around the world.

Today, natto is following a somewhat similar path—but with important differences.

First, natto faces strong initial resistance due to its smell, sticky texture, and appearance. These are often the biggest barriers for people trying it for the first time.

Second, unlike sushi, natto's global growth is largely driven by health trends. It is often promoted as a fermented food that supports gut health, which attracts health-conscious consumers.

Third, natto is being adapted for international audiences. For example, it may be used in rolls, mixed with sauces, or processed in ways that reduce its strong odor and make it easier to try.

Finally, natto benefits from the established reputation of Japanese cuisine. Since sushi and other Japanese foods are already trusted and popular, people are more willing to experiment with something unusual like natto.

In short:

Sushi and sashimi were once rejected but became popular through taste and presentation.
Natto is now spreading more through health appeal and gradual adaptation.

So while the pattern is similar, the reasons behind their acceptance are not exactly the same.

I'm not a fan of "natto pasta," but here's how to make natto peperoncino that would make Italians recoil.

I learned a few days ago that natto can be obtained in powder form. My brother is in town, and I phoned Begetter of Lothor last week to ask if she wanted me to get her anything, which he could bring back to her.

She asked for powdered natto! She is trying to prevent mild osteoporosis from getting worse and had been recommended powdered natto, as it is rich in Vitamin K.

The first two natural/health food places didn't stock any, but powdered natto is widely available online, and I ordered 200g (a little goes a long way) for about 3,000 yen.

Isn't regular natto rich in vitamin K, too?

Edit: Seems it is.




After posting this article yesterday, I had to devour a pack of natto. @Hiroyuki Nagashima, as much as I like natto, I doubt the pasta variation will ever be served under our roof.

Here's a clear explanation, including how to get both vitamin K2 and calcium efficiently from Natto:

■ How to maximize Vitamin K2 from Natto

Vitamin K2 (menaquinone) in natto supports blood clotting and bone health.

Best practices:

Eat it without heavy cooking
Vitamin K2 is relatively heat-stable, but prolonged high heat can reduce its content.
Combine with fats (very important)
Vitamin K is fat-soluble, so absorption improves when eaten with fat.

Good combinations:

Natto + egg yolk
Natto + olive oil or sesame oil
Natto + avocado
■ How to efficiently absorb calcium with Natto

Natto itself does not contain a large amount of calcium, but it helps your body use calcium better because vitamin K2 activates proteins that bind calcium to bones.

To improve calcium intake:

1. Combine natto with calcium-rich foods
Natto + small fish (like sardines with bones)
Natto + dairy (cheese, yogurt)
Natto + tofu
Natto + leafy greens (spinach, komatsuna)
2. Add Vitamin D (important for calcium absorption)

Vitamin D helps the body absorb calcium from the intestines.

Good pairings:

Natto + grilled salmon
Natto + mushrooms (especially sun-dried)
■ Example of an ideal meal
Rice + natto + raw egg
Miso soup with tofu and seaweed
Grilled fish

This combination provides:

Vitamin K2 (natto)
Calcium (tofu, fish)
Vitamin D (fish)
Fat (egg yolk)
■ Key takeaway
Eat natto fresh and minimally heated
Combine it with fat for K2 absorption
Pair it with calcium-rich foods + vitamin D for strong bones

Precautions for people who eat natto: Is it true that, because natto bacteria are so strong, you should not enter cheese-making facilities or sake breweries?

The AI's answer :
There is no law that strictly forbids people who have eaten natto from entering food production facilities. However, in practice, it is strongly discouraged in certain fermentation environments.

■ Why is it a problem?

Natto contains
Bacillus subtilis var. natto,
which is a very ძლიერი and resilient microorganism.

This bacterium:

Spreads easily through the air
Survives well in dry and relatively harsh conditions
Has strong growth and can outcompete other microbes
■ What about sake breweries?

In Japanese sake production, delicate microorganisms such as
Aspergillus oryzae (koji mold)
and yeast are essential.

If natto bacteria contaminate the environment:

Fermentation can become unstable
Flavor can be altered
Product quality may be damaged

For this reason, many sake breweries enforce strict hygiene rules, such as:

Avoiding natto before work
Restricting entry of people who may carry the bacteria
Thorough handwashing and changing clothes

In practice, natto is often treated as a serious contamination risk in sake brewing.

■ What about cheese production?

Cheese is also made using microorganisms, so contamination is still a concern.

However:

Different cheeses use different microbial cultures
Some processes are less sensitive than sake brewing

So the rules may be less strict depending on the facility. Still, professional cheese makers generally:

Avoid introducing outside bacteria
Maintain strict hygiene control
■ Summary
There is no legal prohibition
But in fermentation industries, it is a real and practical concern
Especially in sake breweries, it is often considered taboo

A healthier way to eat natto: vinegar natto.

Vinegar Natto (酢納豆, su-natto) is a simple Japanese way of eating fermented soybeans by adding vinegar. It makes natto lighter in taste and may enhance some of its health benefits.

■ What is Vinegar Natto?
It's very easy to prepare:
1 pack of natto
1 teaspoon to 1 tablespoon of vinegar
Mix them together. You can add the included sauce, soy sauce, or other seasonings if you like.
■ Potential Health Benefits
1) Improved Blood Circulation
Natto contains an enzyme called nattokinase, which may help break down blood clots.
Vinegar (rich in acetic acid) may support circulation.
Together, they may help keep blood flow smoother.

2) Better Gut Health
Natto is rich in probiotics (beneficial bacteria), while vinegar contains organic acids.
This combination may help balance gut microbiota and support digestion.

3) Enhanced Nutrient Absorption
Vinegar can improve the absorption of minerals like calcium and iron.
This may help your body utilize natto's nutrients more efficiently.

4) Blood Sugar Control
Vinegar is known to slow down carbohydrate absorption.
This may help reduce post-meal blood sugar spikes.

■ Taste & Texture
Less sticky and slightly smoother
Milder smell compared to plain natto
Refreshing, tangy flavor

Good for people who find natto's flavor too strong.

■ Western-Style Variations

Here are some ways to adapt vinegar natto to Western tastes:
• Natto Salad Bowl
Mix natto with:
Olive oil
Balsamic vinegar
Cherry tomatoes
Avocado
Salt & pepper

Works like a protein-rich salad topping.

• Natto Toast
Spread natto (mixed with vinegar) on toast, then add:

Cream cheese or mashed avocado
A sprinkle of black pepper

A savory, fermented twist on avocado toast.

• Natto Pasta
Combine natto + vinegar with:

Garlic sautéed in olive oil
Parmesan cheese
Pasta

Similar to a light, umami-rich pasta sauce.

• Natto Yogurt Bowl (Fusion)

Mix small amounts of natto with:

Plain yogurt
Honey
Nuts

Surprisingly works as a gut-health-focused dish (for adventurous eaters).

■ Tips & Cautions
Start with a small amount of vinegar and adjust to taste
Too much vinegar may irritate the stomach
People taking blood thinners should be cautious with natto due to its vitamin K content

■ Summary
Vinegar natto is a simple, healthy variation of natto that:
Improves flavor and digestibility
May support circulation, gut health, and metabolism

I love natto and have a freezer full of it. I really don't get the 'blue cheese' thing people say about it. I detect a vague coffee flavour in it and enjoy the texture.

I like Marmite too (particularly the truffle flavoured one). It has to be spread sparingly…very sparingly indeed as it's unhealthily salty (like Japanese food) and strong tasting.