As Japan’s tourism industry rebounds and global health awareness grows, natto is rapidly expanding into international markets. Export volumes have reached record highs, highlighting the global appeal of this traditional Japanese food.
TOKYO, JAPAN (MERXWIRE) – In recent years, more international travelers have been introduced to natto through hotel breakfast buffets during their visits to Japan. Many continue consuming it after returning home, driving overseas demand. While natto has long been popular domestically, it is now increasingly accepted by consumers worldwide, contributing to steady market growth.
According to trade statistics from Japan’s Ministry of Finance, natto exports reached 5,248 tons in 2025—roughly three times the 1,752 tons recorded in 2017. China and the United States together account for about half of total exports, though the product is now shipped to a growing number of countries, reflecting a diversifying global market.
The Japan Natto Cooperative Society Federation attributes the overseas boom largely to heightened health awareness following the COVID-19 pandemic. To further promote consumption, the organization publishes monthly natto recipes on its official website, allowing consumers to explore different flavors and adapt dishes to their personal preferences.
A housewife in Tokyo noted that natto is a staple in daily meals, saying, “It’s nutritious, affordable, and very versatile. You can eat it with rice or add it to salads and pasta—it’s both tasty and convenient.” Meanwhile, a traveler from the United States shared his experience: “I first tried natto at a hotel breakfast in Japan. It was a bit intimidating at first, but with soy sauce and mustard, it became quite enjoyable. I think I’ll buy it when I go back home.”
Although natto was once considered difficult for foreigners to enjoy due to its sticky texture and strong smell, social media has helped change perceptions. Numerous posts featuring hashtags such as #natto and #nattochallenge have gained traction online, increasing its global visibility. Google Trends data also shows a steady rise in searches for “natto,” with popular queries including “natto food,” “what is natto,” and “natto buy,” indicating growing interest and purchasing intent worldwide.
In terms of distribution, natto is typically exported and sold in frozen form. The bacteria in natto enter a dormant state when frozen, allowing the product to maintain its flavor and quality during long-distance transportation. As supply chains improve and demand continues to grow, natto is expected to further expand its presence in global markets.
The Consumer Aesthetics and Cultural Tourism Society of Japan noted that natto’s rising popularity reflects broader global acceptance of Japanese food culture. It recommends that first-time consumers try natto with familiar ingredients or in adapted dishes to make the experience more approachable and easier to incorporate into everyday life.
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Consumer Aesthetics and Cultural Tourism Society
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Ada Huang
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SOURCE: Consumer Aesthetics and Cultural Tourism Society
