A Gathering of Natto Lovers in Seoul #shorts

Why It Matters

The event signals rising consumer demand for functional fermented foods in South Korea, offering new opportunities for food innovators and retailers.

Key Takeaways

• Community event showcases creative natto dishes by local chefs
• Participants blend traditional flavors with modern twists like yuzu miso
• Organizer emphasizes health benefits over fleeting food trends
• Event fosters inclusive dialogue despite natto’s polarizing reputation
• Gathering highlights Seoul’s growing interest in fermented superfoods

Summary

The video captures a niche gathering of natto enthusiasts in Seoul, organized by a local vendor who runs a natto‑focused stall near Pyochang Park. This second‑edition event invites friends, fellow shop owners, and regular customers to create and share their own natto‑based dishes.

Attendees presented inventive recipes such as a yuzu‑miso‑infused natto rice ball, a sweet‑salty natto‑sandwich layered between toast and egg yolk, and a playful “natto meat” sandwich. The host highlighted the versatility of natto, using it as a bridge between traditional Korean fermentation and contemporary flavor trends.

A recurring theme was the host’s belief that natto serves as a “medium” – a food that may polarize but can still bring people together if they appreciate it. He stressed that the goal is to promote foods that support physical and mental health rather than fleeting, gimmicky trends.

The gathering underscores a broader shift in South Korean food culture toward functional, probiotic‑rich ingredients. For entrepreneurs and retailers, the event signals growing market potential for fermented‑food products that combine health benefits with creative culinary expression.

Original Description

At a small bar near Hyochang Park in Seoul in late March, a group of diners gathered over fermented soybeans.

The occasion was the second “natto competition,” organized by Nottodo Natto & Bar, a small venue run by Je Joon-hyuk that serves dishes centered on natto, a traditional Japanese staple known for its distinct texture and aroma.

Despite its name, the gathering had no winners. Instead, regular customers and fellow small business owners brought their own natto-based dishes to serve others, turning the space into something closer to a communal table than a contest.

Throughout the day, the event moved at an unhurried rhythm.

In a city where trends often rise and fade quickly, Je said he hopes his space, “Nottodo,” short for “not to do what people make you do,” can offer a different pace.

The philosophy centers on a quiet refusal to follow ready-made answers, focusing instead on what feels essential without rushing – much like fermentation itself, which takes time and patience.

“Rather than something flashy or short-lived,” Je said, “I hope these kinds of healthy foods — and the way people share them — can settle into everyday life.”

Link in bio for the full story by Tammy Park

📸✂️ Tammy Park

#natto #community #livinginkorea