Natto's Moment: Why Gen Z is Embracing This Fermented Superfood

In a world where food trends come and go, some delicacies stand the test of time due to their exceptional nutritional benefits and unique flavors. One such superfood that is experiencing a renaissance, especially among Gen Z, is natto—a traditional Japanese dish made from fermented soybeans. While natto has long been a staple in Japanese cuisine, its recent surge in popularity outside of Japan, particularly among health-conscious millennials and Gen Z, has caught the attention of food enthusiasts and nutrition experts alike.

What’s behind natto's rising popularity among younger generations? Is it the unique taste, its impressive health benefits, or the growing trend of fermentation and gut health? In this article, we will explore why Gen Z is embracing this fermented superfood and the myriad ways it’s becoming a modern-day culinary sensation.

What is Natto?

At its core, natto is a simple dish made by fermenting soybeans with a particular strain of bacteria called Bacillus subtilis. The process results in a sticky, stringy texture, along with a strong aroma and flavor profile that can be polarizing. Natto is often served with rice, green onions, soy sauce, and mustard, but it can also be incorporated into various dishes such as soups, sushi, or even salads.

While its taste and texture may take some getting used to, the health benefits of natto make it a superfood worth exploring. Natto has been consumed for centuries in Japan, where it has earned a reputation as a powerful tonic for vitality and longevity. It is particularly known for its high levels of natto kinase, an enzyme produced during fermentation that is believed to have numerous health benefits.

Why Gen Z is Embracing Natto

Gen Z, the generation born between 1997 and 2012, is known for its unique approach to food. They are not only concerned with the aesthetics and taste of their meals but are also highly aware of the nutritional value and sustainability of their food choices. So, why is natto gaining favor among this group? Here are a few key reasons.

1. Gut Health and Fermented Foods

Gen Z has been instrumental in popularizing the concept of gut health. Fermented foods, which contain probiotics—beneficial bacteria that support a healthy gut microbiome—have seen a surge in popularity. From kombucha to kimchi, fermented foods have become an essential part of the health-conscious diet.

Natto, being a fermented food, naturally fits into this growing trend. Its fermentation process produces probiotics that promote the growth of healthy bacteria in the gut, leading to improved digestion, enhanced immunity, and a better overall sense of well-being. As younger generations become more mindful of their digestive health and immune systems, natto’s benefits align perfectly with their health priorities.

2. Rich Nutritional Profile

Natto is a nutrient-dense food, packed with essential vitamins, minerals, and amino acids that make it a superfood. A serving of natto is an excellent source of plant-based protein, fiber, and healthy fats. Here are some key nutritional benefits:

a) High in Protein: Natto contains all nine essential amino acids, making it a complete protein. This is particularly important for those following plant-based diets.

b) Rich in Vitamin K2: One of the standout nutrients in natto is vitamin K2, which is crucial for bone health and calcium regulation. Natto is one of the richest sources of vitamin K2, providing more of it than most other foods.

c) Full of Fiber: The fiber in natto helps with digestion, promotes satiety, and supports heart health.

d) Packed with Antioxidants: Natto contains powerful antioxidants that help combat oxidative stress, reducing the risk of chronic diseases like heart disease and cancer.

These nutritional benefits make natto an excellent addition to a balanced, health-focused diet, especially for those seeking plant-based or nutrient-dense options.

3. Sustainability and Eco-Friendliness

Gen Z is highly environmentally conscious, with sustainability being a top priority when it comes to food choices. Natto fits into this mindset because it is made from soybeans, which are a highly sustainable crop. Soybeans require fewer resources than animal-based products like meat and dairy, making natto a more eco-friendly option.

Moreover, the process of fermentation itself is environmentally beneficial, as it uses less energy than cooking methods like frying or grilling. As concerns about the environmental impact of food production grow, more people are turning to plant-based, fermented foods like natto to help reduce their carbon footprint.

4. Cultural Exploration and Food Diversity

Gen Z is the most diverse and globally connected generation in history. They are more interested in exploring international cultures and foods than previous generations, driven by the accessibility of information and social media. Natto, as a traditional Japanese dish, offers an opportunity for Gen Z to experience a unique cultural food, expanding their palates and broadening their food horizons.

The internet and social media platforms like Instagram and TikTok have played a significant role in introducing natto to a wider audience. Through viral food trends, influencers, and online food communities, natto has become a food that embodies curiosity, authenticity, and cultural exploration.

Health Benefits of Natto for Gen Z

Natto is packed with health benefits that align with the wellness and fitness goals of Gen Z. Here are some of the top reasons why this fermented food is a great addition to any health-conscious individual’s diet.

1. Supports Heart Health

Natto is a heart-healthy food due to its rich content of natto kinase—an enzyme that is believed to support cardiovascular health. Natto kinase may help prevent blood clotting, reduce the risk of stroke, and improve circulation by dissolving fibrin, a protein involved in blood clot formation. As cardiovascular health becomes an increasing concern, particularly for those living in high-stress, fast-paced environments, adding natto to the diet can offer significant protective benefits.

2. Improves Bone Health

The vitamin K2 in natto plays a crucial role in bone health by regulating calcium in the body. It helps deposit calcium in the bones and teeth while preventing its buildup in the arteries. For younger generations, ensuring proper bone health early on is important, as it sets the foundation for future skeletal strength.

3. Boosts Immune Function

The probiotics in natto help regulate the gut microbiome, which is crucial for optimal immune function. A healthy gut is directly linked to better immunity, as the gut houses a large portion of the body’s immune cells. With the rise of health-conscious eating habits, many Gen Z individuals are turning to natto to improve their digestive health, which in turn supports overall immune function.

4. Enhances Skin Health

The antioxidants in natto help protect the skin from oxidative damage caused by environmental stressors like pollution and UV rays. Moreover, the vitamin K2 in natto can support skin elasticity, reducing the appearance of wrinkles and promoting a youthful complexion.

How to Incorporate Natto Into Your Diet

For many, the texture and flavor of natto can be a challenge, but once you get past the initial hesitation, it can be surprisingly versatile in the kitchen. Here are a few ways to enjoy natto:

1.Natto with Rice: The traditional Japanese way to enjoy natto is by serving it over a bowl of steamed rice, with a drizzle of soy sauce and a sprinkle of green onions.

2.Natto Sushi Rolls: For a fusion twist, add natto to sushi rolls for a unique take on this classic dish.

3.Natto Smoothie: If you can’t get used to the texture, try blending natto into a smoothie to mask the texture while still reaping the health benefits.

4.Natto Bowls: Top a salad or Buddha bowl with natto for an added protein boost.

5.Natto with Toast: For a quick and easy snack, spread natto on whole-grain toast with avocado and a squeeze of lemon.

Conclusion

Natto’s rise in popularity, particularly among Gen Z, is not just a passing trend—it’s a reflection of a broader shift in how younger generations view food and health. With its powerful nutritional profile, including probiotics, vitamins, minerals, and antioxidants, natto offers a wealth of benefits that align with the wellness-focused lifestyle of today’s youth.

By embracing natto, Gen Z is not only enhancing their health but also connecting with the rich cultural traditions of Japan. This ancient fermented food has found its moment in the modern culinary world, and it’s here to stay.

Q&A Section

Q1: What is natto and how is it made?

A: Natto is a traditional Japanese dish made from fermented soybeans. The soybeans are fermented using a bacteria called Bacillus subtilis, resulting in a sticky texture and distinctive flavor.

Q2: Why is natto so good for gut health?

A: Natto is a fermented food rich in probiotics, which are beneficial bacteria that support a healthy gut microbiome. A balanced gut microbiome is crucial for optimal digestion and immune function.

Q3: Is natto suitable for people with soy allergies?

A: Since natto is made from soybeans, it is not suitable for those with soy allergies. If you have a soy allergy, it’s important to avoid consuming natto and other soy-based products.

Q4: How can I make natto at home?

A: Making natto at home involves cooking soybeans, fermenting them with Bacillus subtilis spores, and keeping them at a warm temperature for about 24–48 hours. While the process is relatively simple, it requires careful attention to hygiene and temperature control.

Q5: Can natto be eaten every day?

A: Yes, natto can be consumed daily as part of a balanced diet. Its high protein, fiber, and probiotic content make it a nutritious addition to any meal. However, if you're new to it, start with small portions to adjust to its unique taste and texture.