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 Canadian beef events with popular influencer Canada Beef International Institute (CBII) Japan partnered with a social media influencer Blue Another Sky to support a series of Canadian beef consumer events at a campground in Shizuoka Prefecture, 200km from Tokyo. A Canadian beef cooking and tasting event was held at Next Camp on October 28-29 and November 25-26, 2023. Next Camp is a camping event organized by Blue Another Sky. The event includes a camp meeting where fans gather to enjoy camping and socializing. Canadian beef samples were distributed to 250 people visiting the campground over the four days. Cooking instructors demonstrated how to cook Canadian beef steaks, and the Canadian beef brand was promoted in the large outdoor space. Many people participated in the Canadian beef photo contest, with social media posts achieving 300,000 views and reactions over one week. Camp de Free Market, an event organized by Blue Another Sky, is an outdoor market where a wide variety of products are available for sale. CBII Japan arranged for the Canada Beef food truck to participate in the outdoor market December 9-10. The food truck menu features Japanese and Western-style beef dishes (like burgers) using Canadian beef ingredients; more than 250 Canadian beef items were sold. An online magazine featuring these Canada Beef consumer events received over 10,000 page views. Watch a video about the promotion here. Coex Food Week exhibition Korea November 22-25 CBII Korea participated in Coex Food Week 2023, one of Korea’s largest food and beverage trade shows. Attendees included retail, foodservice, manufacturing, and wholesale customers. More than 50,000 food and beverage industry members and consumers visited the show during the four days, a 50% increase in attendance over last year. CBII Korea joined forces with major Canadian beef supply partners and Korean importers of Canadian beef, showcasing popular Canadian beef cuts in Korea. The show provided an opportunity to meet new customers, develop leads and strengthen existing customer relationships. Many leading retailers and foodservice companies visited the Canada Beef booth to discuss potential marketing and promotion plans. CBII Korea hired a chef to produce a Canadian beef tasting demonstration. He grilled and served Canadian beef four times per day, providing cooking tips and a presentation about the attributes of Canadian beef. More than 2,000 attendees visited the booth daily. The next trade show for CBII Korea is the Meat Expo in Busan, the second largest city in Korea, in March 2024. Back to main page Japan and South Korea Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama, YG Shin

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