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 Canadian Beef Fair on Dinner Cruise Ship Canada Beef International Institute (CBII) Japan partnered with one of the most popular dinner cruise ships Symphony to promote Canadian beef on their onboard menu. Called the Canada Beef Fair the promotion runs from November 1, 2020, to March 31, 2021, and celebrates the 10th anniversary of the Canada Beef Fair on the cruise ship. More than 20,000 people are expected to take the cruise during the promotion. Onboard, the kitchen prepares a variety of Canadian beef options for both a la carte and buffet meals.  To promote the dinner cruise, Symphony produced 33,000 copies of a 20-page brochure with Canada Beef featured on four pages. The brochures are distributed by mail, at tourism offices, and at Symphony’s sister companies—they are part of Sealine Tokyo, a large tourism organization. Four Canadian beef cuts were featured on the menu including tenderloin, striploin, ribeye roll and clod. Symphony is a long-term Canadian beef customer and has run the Canada Beef Fair since 2011. Masayuki Kohama, a top-performing Executive Chef with a focus on fine dining, pours his ideas and his passion into Canadian beef creating “symphonies” of food in the ship's kitchen. According to Kohama, he develops special Canadian beef menus each year, imagining the satisfied smiles on each customer's face. On December 17, 2020, Mr.Kohama collaborated with Hiroyuki Sakai, best known as the final and longest-serving Iron Chef, to create a special dinner menu with Canadian beef striploin as the main dish, while also introducing the Canadian beef brand story to guests onboard.  CBII Japan coordinated cross-marketing activities during the launch week and released news on different Instagram & Facebook stories and posts from each organization’s account. Approximately 2,500 kg of Canadian beef will be served during the promotion. In addition, CBII Japan plans to host a Canadian beef seminar onboard for twenty chefs, making the most of this opportunity to raise the profile of the Canada Beef brand. Japan COVID-19 UPDATE As the number of people infected with COVID-19 increases across Japan, the current rise in infection cases could be considered Japan's third wave. Tokyo reported a record 620 cases, the largest daily newly confirmed cases ever. The foodservice sector continues to face challenges since many restaurants reduced seating and business hours as recommended by government social distancing. Beef prices are steady compared with the previous month and no beef items have been identified in short supply at retail. Japan’s National Bureau of Statistics released per capita meat consumption in October, which has continued to rise due to an increase in demand from people cooking at home; beef achieved growth of 20.7% YTD which is the highest growth rate in the meat category. Enforcement of TAG (Japan-U.S. trade agreement) contributes to increasing beef imports from the U.S. However, a 242,000 tonnes TAG safeguard quota was set this financial year (April 2020 - March 2021). As of the end of October, beef imports from the U.S. are estimated to reach 155,880 tonnes (64.4% of the quota). Safeguard measures will take place for American beef and a new tariff (38.5%) would be applied if the import volumes continue to increase. Canadian beef items were trading above the previous month to implement a safeguard curb on American beef imports. KOREA COVID-19 UPDATE Under the third wave of the coronavirus and with social distancing measures of the second-strictest tier in the five-tier system, South Korea’s daily COVID-19 cases reached 1,030 for the first time on December 13, the highest newly confirmed cases ever. Large hyper-marts and supermarkets were ordered to close by 9 PM, 1-2 hours earlier than their normal closing time. It was thought that this measure would not have a big impact in the short term, however, retailers were concerned that the situation might continue to deteriorate. Online shopping and convenience stores that can operate 24 hours increased. Overall, beef sales at retail were estimated to have grown slightly compared to last year. Unlike the increased consumption of beef at home, sales of beef at foodservice decreased significantly. The government asked consumers to refrain from dining-out and year-end meetings. Late-night dining at restaurants was closed at 9 p.m. The number of consumers visiting restaurants for lunch has also declined greatly. It was estimated that banning late-night dining at restaurants from 9 p.m. would cause a 30-40% sales reduction immediately. Meat restaurants with most of their customers coming in the evening were hit hard. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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