The slime is the point: Why everyone’s suddenly eating Japan’s gooiest breakfast staple (opens original article in a new tab)

Japan's natto exports have tripled since 2017, driven by global health trends and social media, while its affordability and health benefits contribute to its growing international popularity despite challenges like price hikes due to naphtha shortages.

• Japan's natto exports tripled from 2017 to 2025, reaching 5,248 tonnes
• Natto's popularity grows globally due to health trends and social media influence
• Natto's affordability and health benefits are driving its international expansion
• Natto's price has increased due to naphtha shortages from the Middle East war
• Kamakurayama Natto, a premium brand, is expanding to international markets