Difficulty: Challenger (Level 2)
Natto is a healthy Japanese food made from fermented soybeans. It is becoming popular worldwide. Between 2017 and 2025, Japan sold three times more natto to other countries than before. Most of it was sent to China and the United States.
The dish is a traditional Japanese breakfast food. It is packed with nutrients (see graphic). It also contains beneficial bacteria.
Many believe eating this snack can help you build a stronger immune system and digest food better. They also think it can build stronger bones.
But it has a strong smell. It also has a sticky texture and a unique taste. Not everyone likes it, even in Japan.
In China, people are becoming more health conscious. They are also showing interest in Japanese foods.
Natto is also famous in Japan for being affordable. A pack of 40 to 50 grams of natto sells for around 100 Japanese yen (HK$5) at supermarkets. It usually comes with little packets of mustard and soy sauce.
“I hope an era will come when people will collectively see high-quality, high-end natto as worth shelling out their money on,” Yoshihiro Noro said. He is the former head of the Japan Natto Cooperative Society Federation.
The 72-year-old is also the owner of his family-run business, Kamakurayama Natto. His company makes high-quality natto. It is “extremely stringy” but minus “stinkiness and bitterness”.
Kamakurayama Natto is about three times more expensive than average.
Still, in recent years, it has secured orders from many different places. These include Hong Kong, Shanghai, Singapore and even Norway.
“I’ve heard that in some countries, people have been told natto is good for their health, so they force themselves to eat it even though they strongly dislike the taste,” Noro said.
“But keep eating it, and you will definitely get hooked.”
