Natto as a Luxury Food? Can You Buy Natto Abroad?
In Japan, natto is a familiar staple, easily found in department stores, supermarkets, convenience stores, and drugstores, often at very reasonable prices.
But what about overseas?
Today, natto is exported to many countries. It can be purchased at supermarkets and Japanese grocery stores across the United States, China, Europe, Australia, and other regions in Asia. However, due to shipping, taxes, and import costs, natto is often a premium-priced food outside Japan.
Commercially exported natto is usually frozen and transported by refrigerated shipping containers. Air freight using refrigerated containers is technically possible but rarely used because of extremely high transportation costs.
Sending Natto Overseas Privately Is Difficult and Expensive
If individuals try to ship natto abroad, for example, to family or friends, options include EMS international express shipping or refrigerated courier services. However, these services are limited to a small number of destinations such as Taiwan, Singapore, and Malaysia. (Some restrictions remain due to the COVID-19 pandemic.)
Shipping to the United States or Europe is extremely difficult and costly. Sending natto as regular international mail is not recommended, as fermentation continues during transit and the product may spoil by the time it arrives.
Carrying natto by hand requires insulated bags, ice packs, and immediate access to cold storage upon arrival. Realistically, it’s challenging during travel.
Natto Export Rankings: China #1, United States #2
According to Japanese trade statistics reported in the Japan Food Journal (March 17, 2023), natto exports have grown rapidly in recent years. From 2017 to 2022, export volume nearly doubled. In 2022 alone, total export volume reached 3,143,289 kilograms, with a value of approximately 1.77 billion yen.
The largest export destination for natto is China, accounting for about 30% of total exports. When combined with Hong Kong, this figure rises to 39%. The second-largest destination is the United States, which represents 28% of Japan’s natto exports. Between them, China and the U.S. make up roughly two-thirds of the entire export market.
To put the scale into perspective, the total export volume, 3,143,289 kg, equates to approximately 69.85 million standard natto packs.
Overseas Natto Production on the Rise
Natto production is expanding beyond Japan.
According to a natto industry database (2021), 19 countries and 46 factories produce natto worldwide, spanning:
- North America
- South America
- Europe
- Asia
- Africa
The top production regions outside Japan are the U.S. and China.
Export Challenges: Infrastructure, Standards, and Food Additive Rules
While global demand for natto is growing, expanding international distribution still faces several hurdles. One major issue is the lack of international quality standards specifically for natto. Without a globally recognized guideline, verifying product quality and consistency across borders can be difficult, especially for new or unfamiliar markets. As a result, exporters often need to rely on private certifications or country-by-country approvals, which increases time and cost.
Another challenge is cold-chain logistics. Natto must be refrigerated or frozen during transportation to maintain quality, but many regions—particularly emerging markets—do not yet have reliable refrigerated supply networks. Even when infrastructure exists, the additional freezing and shipping requirements significantly raise retail prices, making natto a premium product overseas.
Food regulations also vary widely by country. While natto itself is typically permitted, seasoning packets such as sauce and mustard may contain additives that are not approved in certain regions. When specific additives do not meet a country’s food safety standards, import approval may be denied or reformulation may be required. Educating consumers on how to enjoy natto is another factor; in many countries, consumers are unfamiliar with defrosting techniques, storage requirements, and typical serving styles, which can slow adoption.
Freeze-Dried Natto Powder Offers a New Path Overseas
Freeze-dried natto products, such as sononomo Natto Powder and natto Powder Capsules, make international distribution much easier. sonomono natto contains 100% natto, has a long shelf life, and requires no refrigeration, allowing it to be shipped and transported at room temperature, an enormous advantage for global expansion.
While natto’s worldwide popularity is steadily growing, many challenges remain. Continued efforts and innovation will play a key role in introducing this traditional fermented food to more consumers around the world.
References/Websites (Japanese only)
1)apan Food News Online Edition, March 17, 2023 Issue (No. 12550)
https://news.nissyoku.co.jp/news/sugeta20230312065926639
2) Tokyo Customs: “Natto Exports”
https://www.customs.go.jp/tokyo/etu/ftp/toku0509.pdf
3) Natto Wiki: Manufacturers in the World
https://seesaawiki.jp/w/taiji141/d/natto%20manufacturers%20in%20the%20world%20/%20%c0%a4%b3%a6%a4%ce%c7%bc%c6%a6%c0%bd%c2%a4%bc%d4
