Export value of natto, a traditional Japanese fermented food, has surged sharply over the past year. China, where Japanese food culture is rapidly spreading, has emerged as the top export destination.
According to the Asahi Shimbun on Sunday, Japan's natto exports reached 3.2 billion yen (approximately 30.5 billion won) last year, up 1 billion yen (approximately 9.5 billion won) from the previous year. By country, China saw a 2.5-fold increase, overtaking the United States to claim the top spot. China's share of total natto exports still falls short of 30%, but with a 500 million yen (approximately 4.7 billion won) increase in a single year, it is showing the steepest growth.
The driving force behind this growth is not Ibaraki Prefecture, the traditional natto-producing region, but Hokkaido. Hamanasu Foods, located in Ebetsu, Hokkaido, produces approximately 30 varieties of natto and is targeting both domestic and overseas markets.
The company built a new factory in 2023, doubling its production capacity, and its export value has nearly doubled over the past year. Hokkaido-based companies account for approximately 70% of natto export volumes destined for China.
The expansion of online distribution is cited as a key factor behind the rising demand. Natto had long been perceived as off-putting to foreigners due to its distinctive smell and sticky texture, but companies say the number of consumers embracing it as a health food has been growing recently.
The increase in tourists visiting Japan after the COVID-19 pandemic has also contributed to the spread of natto consumption. Analysts say there is a clear trend of foreigners who first tried natto at hotel buffets continuing to consume it after returning home.
The spread of Japanese food culture within China is also playing a role. The Asahi Shimbun reported that Japanese-made natto is being sold at local supermarkets in Shenzhen, a city in southern China, and that the food has established itself as a health product among consumers with experience studying in Japan.
Hokkaido's dominance in Chinese exports is also partly rooted in China's restrictions on food imports from Ibaraki Prefecture and neighboring regions following the 2011 Fukushima nuclear disaster. While Japanese natto production remains concentrated in Ibaraki and Gunma prefectures, Hokkaido has solidified its position as the leader in exports to China.