TOKYO -- The traditional Japanese food of natto is catching on overseas.
Exports of the fermented sticky soybeans reached an all-time high of 1.9 billion yen ($12.8 million) in 2023, according to the Finance Ministry. Videos showing how to eat natto are popping up across social media. And retailers are crafting new ways to promote the food -- which has often been politely described as an acquired taste.
