Japanese exports of natto, a traditional fermented soybean dish, tripled between 2017 and 2025 [1].

The surge reflects a shift in international dietary habits as consumers increasingly seek out traditional fermented foods for health benefits. This growth transforms a niche domestic staple into a significant global export commodity.

According to industry data, more than 5,200 tonnes of natto were shipped abroad in 2024 [2]. The product has gained traction as a recognized super-food, appealing to health-conscious buyers in various international markets.

China and the U.S. have emerged as the primary overseas markets for the beans [2]. This expansion is attributed to a combination of rising global health awareness and a rebound in Japanese tourism, which introduces travelers to the food's unique texture and taste [1].

The financial impact is evident at the producer level. One company said it sold natto worth 5 million yen, approximately $31,300 [3].

While the slimy texture of the beans has historically been a barrier for some foreign consumers, the current trend suggests that nutritional value is outweighing sensory preferences. Producers are now scaling operations to meet the rising demand in the U.S. and Asia [1].

“Japanese exports of natto tripled between 2017 and 2025”

The rapid growth of natto exports indicates a broader global trend toward 'functional foods'—products that offer health benefits beyond basic nutrition. By successfully penetrating the U.S. and Chinese markets, Japan is leveraging its culinary heritage to capture a share of the expanding global wellness economy.