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[Indonesia] The "Natto Challenge," in which participants upload images of themselves eating natto, has become a hot topic in Indonesia!

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Natto temporarily disappears from Japanese supermarket shelves in response to the "Natto Challenge

In Indonesia, the "Natto Challenge," in which the unique smell and stringiness of natto are amusingly introduced on social networking sites, boomed around July and August 2022. Natto was bought up by those who took the challenge and those who wanted to resell it, and natto disappeared from Japanese food supermarkets. On popular Indonesian e-commerce sites such as Tokopedia and Shopee, three packs of okame natto were resold at prices ranging from 65,000 to 100,000 rupiah (572 to 880 yen), more than double the normal price. Natto has become popular as an eccentric Japanese food, but Japanese people living in Indonesia are sending out information to convey the appeal of natto. Haruka Nakagawa, a former member of JKT48, posted a video on how to eat natto properly (1.57M views) to let people know how delicious it is. Chef Hideki Fujiwara of a famous Japanese restaurant posted a recipe that combines natto with Indonesian soul food Mie Goreng (fried noodles), making it easy for Indonesians to eat (13.1M views). An Indonesian gourmet TikToker also posted a video of himself enjoying natto, saying, "There is no need to disparage food from other countries.

Natto's health benefits are gaining attention in Indonesia, where people prefer fermented foods

Natto has been sold only in Japanese supermarkets and was unknown to Indonesians until the Natto Challenge boom. Indonesians have always had a preference for fermented foods, and tempeh, which is made by fermenting soybeans with tempeh bacteria, is eaten on a daily basis. Natto has been featured on the news website of the economic newspaper "KOMPAS" as a healthy food with high nutritional value, and there is a possibility that natto will spread in Indonesia in the right form.

@aa.kabayan Video ini di buat untuk mengedukasi,, tidak untuk menyindir siapapun,, yuk belajar lebih saling menghargai makanan dari negara lain, kalau tidak suka cukup bilang tidak suka atau tidak sesuai dengan selera kita ❤️ #nattochallenge #natto #menuviral #fyp #fypシ ♬ suara asli - Aa.Kabayan

This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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  • Jan 13, 2023
  • 1097 Views

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