Why Japan’s pungent natto beans are going global

Natto has long been a staple of Japanese breakfasts, but the sticky, slimy fermented soybeans have recently seen a surge in popularity overseas. Japan’s exports of natto have tripled between 2017 and 2025. More than 5,200 tonnes were shipped abroad last year, mostly to China and the US. Its status as a superfood has helped it become a hit on social media and captured the attention of curious diners, who want to try it for themselves.