Bushra Griffith
The stark contrast in Western attitudes toward natto and cheese highlights a fascinating cultural bias in food preferences. While cheese, a fermented dairy product with strong flavors and aromas, is widely embraced and celebrated in Western cuisines, natto, a traditional Japanese fermented soybean dish, often faces aversion and even disgust. This disparity can be attributed to several factors, including cultural familiarity, historical exposure, and sensory expectations. Cheese, with its long history in European culinary traditions, aligns with Western palates accustomed to rich, savory, and umami flavors. In contrast, natto’s unique texture, pungent smell, and slimy appearance challenge Western sensory norms, often triggering a visceral rejection. Additionally, the lack of cultural context and exposure to natto in Western societies reinforces this bias, whereas cheese benefits from centuries of integration into global food culture. This comparison underscores how cultural conditioning and sensory familiarity play pivotal roles in shaping food preferences and biases.
| Characteristics | Values |
|---|---|
| Familiarity | Cheese is a staple in Western diets, widely consumed and culturally ingrained. Natto, on the other hand, is largely unknown and not part of Western culinary traditions. |
| Flavor Profile | Cheese is generally perceived as mild to strong, with savory, nutty, or creamy flavors that align with Western palates. Natto has a strong umami flavor, often described as earthy or nutty, but its fermented taste can be off-putting to those unfamiliar with it. |
| Texture | Cheese varies from soft to hard but is generally smooth or crumbly. Natto has a sticky, slimy, and stringy texture, which many Westerners find unappealing. |
| Aroma | Cheese has a recognizable, often pleasant aroma. Natto has a distinct, strong fermented smell that can be perceived as unpleasant by those not accustomed to it. |
| Cultural Exposure | Cheese is globally marketed and available in various forms, making it accessible and familiar. Natto is less marketed outside of Asia and is often found only in specialty stores, limiting exposure. |
| Health Perception | Cheese is often associated with indulgence and comfort, despite its high fat and calorie content. Natto is recognized for its health benefits (e.g., probiotics, fiber, protein) but its appearance and taste overshadow these advantages for many Westerners. |
| Visual Appeal | Cheese is visually appealing, with a variety of colors and shapes. Natto's appearance, with its sticky threads and brown color, can be unappetizing to those unfamiliar with it. |
| Preparation and Consumption | Cheese is versatile and easy to incorporate into meals. Natto requires specific preparation (e.g., mixing to enhance flavor) and is often eaten as a side dish, which may not align with Western eating habits. |
| Media Representation | Cheese is frequently portrayed positively in Western media and advertising. Natto is rarely featured in Western media, and when it is, it is often depicted as exotic or unusual. |
| Historical Context | Cheese has a long history in Western cuisine, dating back thousands of years. Natto is a relatively recent introduction to Western cultures, with limited historical or cultural significance. |
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What You'll Learn
- Cultural familiarity: Cheese is a staple in Western diets, while natto is foreign and less understood
- Texture aversion: Natto’s slimy texture is off-putting, unlike cheese’s varied but familiar textures
- Smell perception: Natto’s strong fermented odor is seen as unpleasant, while cheese’s aroma is accepted
- Historical exposure: Cheese has centuries of Western culinary history; natto lacks this cultural integration
- Media representation: Cheese is glorified in Western media, while natto is often portrayed negatively or ignored
Cultural familiarity: Cheese is a staple in Western diets, while natto is foreign and less understood
Westerners often wrinkle their noses at natto's pungent aroma and sticky texture, yet they embrace the equally strong flavors and varied textures of cheese. This stark contrast in acceptance boils down to cultural familiarity. Cheese has been a cornerstone of Western diets for millennia, woven into daily meals, celebrated in festivals, and enshrined in culinary traditions. From the creamy Brie of France to the sharp Cheddar of England, cheese is a comfort food, a gourmet delight, and a symbol of cultural heritage. Its ubiquity in supermarkets, restaurants, and home kitchens makes it a safe, recognizable choice, even when its flavors are bold or its appearance unusual.
Natto, on the other hand, remains a mystery to most Westerners. This fermented soybean dish, a staple in Japan, is rarely encountered outside of specialty stores or Asian markets. Its slimy texture, strong ammonia-like smell, and unfamiliar preparation methods create a barrier to acceptance. Unlike cheese, which is often introduced gradually through mild varieties like mozzarella or mild cheddar, natto is typically experienced in its full, unapologetic form, leaving little room for gradual acclimation. This lack of exposure and understanding reinforces a bias rooted in the unfamiliar.
To bridge this gap, consider a step-by-step approach to introducing natto to Western palates. Start with small portions, perhaps mixed into a familiar dish like rice or salad, to soften its impact. Pair it with complementary flavors—a drizzle of soy sauce, a sprinkle of green onions, or a soft-boiled egg—to enhance its appeal. For the adventurous, begin with milder fermented soy products like miso or tempeh before graduating to natto. This gradual exposure mirrors how children are introduced to strong cheeses, starting with mild varieties and working up to more complex flavors.
The takeaway is clear: cultural familiarity shapes our tastes and biases. Cheese’s deep roots in Western culture make it a beloved, accepted food, while natto’s foreignness keeps it on the periphery. By approaching natto with curiosity and patience, Westerners can move beyond initial aversion and discover a nutritious, flavorful addition to their diets. After all, every beloved food was once unfamiliar—it’s a matter of giving it a chance.
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Texture aversion: Natto’s slimy texture is off-putting, unlike cheese’s varied but familiar textures
Natto's slimy texture is a sensory hurdle for many Westerners, rooted in its sticky, stringy consistency that clings to both palate and utensils. This texture, a result of fermented soybeans and the bacterium *Bacillus subtilis*, creates a tactile experience that feels foreign and unappetizing to those unaccustomed to it. In contrast, cheese offers a spectrum of textures—from creamy Brie to crumbly feta—that align with Western culinary familiarity. While natto’s slime is often described as off-putting, cheese’s textures are celebrated for their diversity, making them more approachable.
To overcome natto’s texture aversion, start with small portions and pair it with crunchy elements like rice or vegetables. The contrast between natto’s slime and crisp textures can mitigate its off-putting mouthfeel. For example, mixing natto into a stir-fry or serving it atop a salad can make it more palatable. Similarly, blending natto into smoothies or sauces can disguise its texture while retaining its nutritional benefits. This approach mirrors how Westerners accept strong-flavored cheeses like blue cheese when paired with crackers or fruit, turning aversion into curiosity.
The psychological aspect of texture aversion cannot be overlooked. Western palates are conditioned to associate sliminess with spoilage or uncleanliness, a bias natto inadvertently triggers. Cheese, however, benefits from centuries of cultural integration, its textures tied to craftsmanship and tradition. To reframe natto’s slime, emphasize its health benefits—rich in probiotics, vitamin K2, and fiber—and position it as a functional food rather than a sensory challenge. This shift in perspective can transform aversion into appreciation, much like how acquired tastes for strong cheeses develop over time.
Finally, consider the role of exposure and education. Westerners are rarely introduced to natto in a way that highlights its texture as a unique, desirable trait. Cheese, on the other hand, is often presented through tastings, pairings, and cultural narratives that elevate its textures. Hosting natto tastings with guided explanations or incorporating it into familiar dishes can demystify its slime. Over time, repeated exposure can turn aversion into acceptance, proving that texture, like taste, is a matter of cultural conditioning and open-mindedness.
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Smell perception: Natto’s strong fermented odor is seen as unpleasant, while cheese’s aroma is accepted
The human olfactory system is a complex and subjective gateway to perception, often dictating our acceptance or rejection of foods before they even touch our tongues. Natto, a traditional Japanese dish made from fermented soybeans, is notorious for its potent, ammonia-like odor that many Westerners find off-putting. In contrast, cheese—even varieties like Époisses or Limburger with similarly strong aromas—is celebrated for its complex, earthy, or nutty scents. This disparity in smell perception highlights how cultural familiarity and context shape our sensory judgments. While natto’s odor is often likened to dirty socks or gym lockers, cheese’s aroma is framed as sophisticated or artisanal, revealing a clear bias rooted in exposure and narrative.
To understand this bias, consider the role of *umami*—the savory fifth taste—in both foods. Natto’s fermentation process produces high levels of umami-rich compounds like glutamic acid, yet its smell overshadows this flavor profile for many Westerners. Cheese, however, is often paired with wine, bread, or fruits, which contextualize its aroma as part of a curated culinary experience. A practical tip for natto skeptics: serve it with rice, green onions, and a raw egg yolk to balance its odor with texture and complementary flavors. This approach mirrors how cheese is often presented on a charcuterie board, where its aroma becomes part of a multisensory, culturally sanctioned ritual.
From an evolutionary standpoint, smell acts as a survival mechanism, warning us of potential spoilage or toxins. Natto’s pungency, unfamiliar to most Western palates, triggers this alarm, while cheese’s odor is associated with controlled fermentation—a process Western cultures have embraced for millennia. Studies show that repeated exposure can rewire olfactory preferences; for instance, infants as young as 6 months show aversion to unfamiliar smells, but by age 5, cultural dietary patterns begin to shape their tolerance. To build tolerance for natto’s odor, start with small portions (1–2 tablespoons) and pair it with strongly flavored ingredients like kimchi or miso, gradually increasing the dosage as your palate adjusts.
The marketing and storytelling around these foods further skew perception. Cheese is romanticized as a product of artisanal craftsmanship, with terms like “aged” or “ripe” elevating its aroma. Natto, on the other hand, lacks such a narrative in Western media, often portrayed as a bizarre health food or dare-to-try oddity. A persuasive takeaway: reframe natto’s odor as a marker of its probiotic richness, akin to how kombucha’s vinegar tang is marketed as a health feature. By shifting the narrative from “smelly” to “functional,” Westerners might view natto’s aroma as a badge of nutritional prowess rather than a flaw.
Ultimately, smell perception is a cultural construct, not a universal truth. While natto’s odor may initially repel Westerners, cheese’s aroma is embraced due to familiarity, context, and storytelling. To bridge this gap, educators and chefs can host sensory workshops comparing fermented foods across cultures, highlighting shared umami profiles and health benefits. For example, a side-by-side tasting of natto and blue cheese can reveal surprising parallels, encouraging participants to question their biases. The takeaway? Smell is not destiny—it’s a lens shaped by experience, and with curiosity and exposure, even the most polarizing aromas can become palatable, or even beloved.
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Historical exposure: Cheese has centuries of Western culinary history; natto lacks this cultural integration
Western palates have been marinated in cheese for millennia. From the crumbly feta of ancient Greece to the pungent Époisses of medieval France, cheese has been a staple, a luxury, and a cultural touchstone. This centuries-long immersion has woven cheese into the very fabric of Western cuisine, making its strong flavors and aromas not just acceptable, but desirable.
Consider the contrast: natto, Japan's fermented soybean dish, arrived on Western shores far later and with far less fanfare. Its sticky texture and ammonia-like scent were met with confusion and often revulsion. Unlike cheese, natto lacked the benefit of generations of culinary storytelling, familial traditions, and celebratory feasts to soften its initial impact.
This historical disparity in exposure creates a cognitive bias. Cheese’s long tenure has allowed Westerners to develop a nuanced appreciation for its complexities—the earthy notes of a Gouda, the tang of a blue vein. Natto, by comparison, remains an outsider, its unique qualities unframed by shared cultural experiences.
To bridge this gap, think of introducing natto as a gradual process, akin to acquiring a taste for strong coffee or dark chocolate. Start small: mix a teaspoon of natto into rice, pairing it with familiar flavors like soy sauce or scallions. Over time, increase the portion, allowing your palate to acclimate. This method mirrors the historical integration of cheese, which began as a preserved food for peasants before ascending to gourmet status.
The takeaway is clear: cultural acceptance is not innate but cultivated. Cheese’s dominance in the West is a testament to time, tradition, and exposure. Natto, while lacking this history, can still find its place—one bite, one meal, one generation at a time.
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Media representation: Cheese is glorified in Western media, while natto is often portrayed negatively or ignored
Western media has long romanticized cheese, weaving it into narratives of sophistication, indulgence, and cultural heritage. From the creamy Camembert in Parisian bistros to the sharp cheddar in American diners, cheese is portrayed as a universal delight. It stars in cooking shows, food blogs, and even romantic comedies, often as a symbol of comfort or luxury. This glorification extends to advertising, where cheese is marketed as a versatile, essential ingredient for every meal. In contrast, natto—Japan’s fermented soybean dish—rarely appears in Western media, and when it does, it’s often as a punchline. Its strong aroma, sticky texture, and unfamiliar appearance are framed as off-putting, reinforcing the notion that it’s an acquired taste at best, or outright unpalatable at worst.
Consider the role of food media in shaping perceptions. Shows like *Chef’s Table* or *The Great British Baking Show* elevate cheese to an art form, showcasing its craftsmanship and flavor profiles. Natto, however, is seldom given this treatment. When it appears on travel or food shows, it’s typically in a segment about "weird" or "challenging" foods, often accompanied by exaggerated reactions of disgust. This portrayal not only discourages curiosity but also perpetuates the idea that natto is exotic in a negative sense, rather than a worthy culinary tradition. The lack of positive representation leaves Western audiences with little incentive to explore it beyond its stereotype.
To counteract this bias, media creators should adopt a more balanced approach. Instead of focusing solely on natto’s sensory differences, they could highlight its nutritional benefits, such as its high protein content and probiotic properties. Practical tips, like pairing it with rice or incorporating it into familiar dishes, could make it more approachable. For instance, a cooking show could feature natto as a topping for avocado toast or a filling for sushi rolls, bridging the gap between unfamiliar and accessible. By reframing natto as a health-conscious, versatile ingredient, media can shift its portrayal from novelty to norm.
Ultimately, the media’s role in shaping food preferences cannot be overstated. Cheese’s dominance in Western narratives is a testament to its successful branding and cultural integration. Natto, however, remains a victim of neglect and misrepresentation. By diversifying its portrayal and emphasizing its value, media can challenge biases and foster a more inclusive culinary landscape. After all, every food deserves a fair chance to be understood, not just judged.
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Frequently asked questions
Westerners may find natto unappealing due to its strong ammonia-like smell, sticky texture, and unfamiliar appearance, whereas cheese is culturally ingrained in Western diets and comes in a variety of familiar textures and flavors.
While both are fermented, natto’s fermentation involves Bacillus subtilis, which produces a distinct smell and slimy texture, whereas cheese fermentation is more familiar to Western palates and often results in milder, creamier, or sharper flavors.
Westerners are less exposed to natto’s cultural and nutritional context, whereas cheese is marketed and consumed widely for its taste and versatility, overshadowing its health benefits compared to natto’s niche appeal.
Yes, natto is strongly tied to Japanese culture, making it less accessible or relatable to Westerners, whereas cheese is a staple in many Western and global cuisines, reducing cultural barriers to acceptance.
Some chefs and food innovators are experimenting with natto in Western dishes (e.g., natto burgers or smoothies) to make it more approachable, but it remains a niche effort compared to cheese’s widespread integration into diverse cuisines.
![Fermented Dried Soybeans [ Korean Pantry ] Traditional Cheonggukjang Recipe, Vegan, No GMO or Gluten, Origin of Natto [ JRND Foods ] 200g](https://m.media-amazon.com/images/I/81b0zEBMLRL._AC_UL320_.jpg)
