From a traditional dish once controversial due to its distinctive smell and texture, natto is becoming a high-value agricultural export for Japan in the international market. Rising demand for fermented foods and healthy consumption trends are opening up new opportunities for the country's soybean processing industry.
Japanese natto market and production
Japan's natto export trends
Natto, Japan's famous fermented soybean dish, is recording strong export growth, reflecting the global trend toward consuming health-promoting foods. According to Japanese trade data, natto exports in 2025 reached 5,248 tonnes, three times higher than the 1,752 tonnes recorded in 2017. China and the United States are currently the two largest consumer markets. The booming demand for natto is seen as a positive sign for Japan's soybean production and agricultural processing industries. Beyond being a traditional food, natto is also promoted as a product rich in protein, dietary fiber, and beneficial gut bacteria. The trend of seeking health-boosting foods after the Covid-19 pandemic has helped drive purchasing power in many international markets.
To meet growing demand, many Japanese businesses have invested in expanding production. At processing plants, soybeans are cleaned, steamed, inoculated with fermenting bacteria and incubated for about 18 hours before packaging. This process gives natto its characteristic stringy texture and distinctive flavor. The growth of natto also helps add value to the soybean production chain. Rather than being consumed solely as a raw ingredient, soybeans are processed into products with greater economic value that can compete in international markets. Some premium natto lines now sell for about three times the price of standard products and have entered markets such as Singapore, China, Norway and many other regions.
However, the natto industry also faces numerous challenges. Production costs have risen due to escalating prices of packaging and raw ingredients. In addition, its strong smell and distinctive slimy texture remain barriers for many foreign consumers. Even so, social media and the wave of exploring Asian cuisine are helping this product reach an increasing number of new customers.
Experts assess that the success of natto demonstrates the tremendous potential of the value-added agricultural processing industry. Amid the continuing rise in demand for healthy foods, products developed from soybeans and nutrient-rich crops could become a new driving force for Japanese agricultural growth in the coming years.
Source: VOAA
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