No We Can’t!… Sell Obama Soybeans

Two years ago residents of the sleepy Japanese port town of Obama, Fukui Prefecture, were chanting “Yes We Can!” as they cooked up ways to profit from the serendipity of having the same name as the incoming US President.

Local merchants rolled out Obama manju (sweet bean-filled cakes), Obama senbei rice crackers and other goodies bearing the likeness of Barack Obama. And the product that garnered the most media attention was Obama natto.

A staple for many Japanese, natto is made from soybeans fermented with Bacillus subtilis. The Japan Natto Cooperative Society Federation estimates that about 72% of the Japanese eat natto at least once a week. Many non-Japanese, however, find these gooey beans unappetizing due to the poignant cheese-like odor and stringy texture.

Natto is typically made from white soy beans, but the makers of Obama natto use only black soy beans, presumably in recognition of Obama’s determination to balance the US budget.

Residents of the town said that cash registers were really ringing last year when Obama made his first state visit to Japan, but sales have since been sagging like the president’s approval rating.

“We got a lot of press when he visited Japan last year but since then sales have really fallen off,” said a representative with Watanabe Natto Seizojo, producer of Obama natto.

Obama will get another chance to sample his namesake natto when he visits Japan this November for the Asia-Pacific Economic Cooperation Forum.

“That would be wonderful, but I know natto is an acquired taste that a lot of foreigners just can’t handle,” said the Watanabe Natto Seizojo representative.

By Jim Hawe on 23-08-2010