Beyond Health: Introducing Natto, a Delicious Culinary Ambassador of Japan, to the World
Tokyo, Japan – September 3, 2025 – The Japan External Trade Organization (JETRO) has released a compelling report titled “Beyond Health: Natto, a Delicious Ingredient Representing Japanese Cuisine, Heading to the World.” This insightful publication, released today, highlights the immense potential of natto, a traditional Japanese fermented soybean product, to transcend its reputation as a health food and establish itself as a globally recognized, delicious, and versatile culinary ingredient.
For many outside of Japan, natto is primarily known for its remarkable health benefits, including its rich content of protein, fiber, vitamins, and the highly beneficial enzyme nattokinase. However, JETRO’s report argues that this narrow perception overlooks a crucial aspect of natto’s appeal: its unique and deeply satisfying taste and texture.
The report emphasizes that natto offers a complex flavor profile characterized by its savory umami, a subtle sweetness, and a distinctive fermentation aroma. Coupled with its characteristic sticky, stringy texture, this combination creates a sensory experience that, once acquired, can become incredibly addictive for consumers. JETRO asserts that this distinctive taste and texture are precisely what can elevate natto from a niche health product to a mainstream culinary delight on the global stage.
JETRO’s initiative aims to foster a deeper understanding and appreciation of natto’s culinary merits. The organization plans to actively promote natto not just for its nutritional value but also for its potential to enhance a wide range of dishes. This includes exploring its use in Western-style cuisine, such as in appetizers, sauces, or even as a unique topping for pizzas and burgers, alongside its traditional applications in Japanese meals like with rice or in miso soup.
Furthermore, the report details strategies to overcome potential cultural barriers and palatability challenges for international consumers. This involves tailored marketing approaches that focus on educating consumers about natto’s flavor profile, its preparation methods, and its versatility in cooking. The development of user-friendly packaging and the introduction of milder, more accessible natto varieties are also being considered to ease the entry for new consumers.
JETRO’s vision is to see natto become a beloved ingredient enjoyed worldwide, not just for its health-boosting properties, but for the genuine pleasure it brings to the palate. By repositioning natto as a “delicious ingredient representing Japanese cuisine,” JETRO is poised to unlock new markets and introduce a truly unique taste of Japan to a global audience, celebrating its rich culinary heritage and its potential for international gastronomic innovation. This ambitious undertaking underscores Japan’s ongoing commitment to sharing its cultural treasures with the world.
健康に良いだけでない「日本食を代表するおいしい食材」納豆を世界へ
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日本貿易振興機構 published ‘健康に良いだけでない「日本食を代表するおいしい食材」納豆を世界へ’ at 2025-09-03 15:00. Please write a detailed article about this news in a polite tone with relevant information. Please reply in English with the article only.