Meat & Livestock News

The Importance of Promoting U.S. Red Meat in Japan


  • The U.S. Meat Export Federation (USMEF) recently showcased American pork and beef at Japan’s prominent Supermarket Trade Show, targeting pivotal buyers within the nation’s retail landscape.
  • The resurgence of travel and tourism in Japan post-pandemic presents a golden opportunity for American red meat to captivate the taste buds of international visitors.
  • The USMEF’s engagement in FOODEX, Japan’s foremost food trade exposition, marks a continued effort to elevate the profile of U.S. red meat, with backing from USDA and various industry contributors.

At the heart of Japan’s bustling food scene, the Supermarket Trade Show emerged as a pivotal stage for American red meat’s bold statement. The U.S. Meat Export Federation (USMEF) seized this chance to parade American pork and beef selections before the key figures of the Japanese retail domain, amidst one of the island nation’s grandest culinary gatherings.

This event, orchestrated by the Japan Chain Store Association, zeroes in on the retail sphere, drawing a significant turnout from supermarket factions. “The supermarket realm represents a substantial market for us,” conveyed Tom Kasatani, the USMEF’s Marketing Director in Japan. He underscored the event’s strategic value in bridging connections within the retail sector.

Kasatani shed light on the ripe prospects for the American red meat sector in Japan, spurred by the revival of travel and tourism activities. Following the rollback of pandemic-induced curbs, tourist influx has rebounded to surpass pre-pandemic figures, especially noticeable in locales such as Tokyo, Osaka, and Kyoto.

This revival, alongside a shift in tourists’ culinary curiosities, carves out a niche for American red meat. “Previously, tourists gravitated towards quintessential Japanese fare like sushi or tempura. Nowadays, their culinary adventures span a broader spectrum, including eateries where American beef and pork take centre stage,” Kasatani elucidated, expressing optimism for enticing tourists to savour American red meat delicacies.

In anticipation, the USMEF gears up to amplify its promotional endeavours at FOODEX, Japan’s apex food trade fair, come early March. This initiative, part of a grander scheme to bolster the presence of American pork and beef in Japan, enjoys the endorsement of the USDA, the National Pork Board, the Beef Checkoff Program, and the Texas Beef Council.

These concerted efforts highlight the escalating significance of the Japanese market for American red meat exports, particularly at a juncture marked by dynamic shifts in global travel and dining preferences.