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 New content on Canada Beef Japan Instagram page Canada Beef International Institute (CBII) Japan has partnered with well-known cooking expert Mako to develop and share one new Canadian beef recipe each month on CBII Japan’s social media platforms. Mako, a respected recipe developer, food stylist, and mother creates easy-to-prepare dishes to inspire busy working mothers. Her recipes are regularly featured on her popular Instagram account, offering fresh meal ideas for families. With the arrival of colder weather, Mako developed nourishing, delicious winter recipes that are perfect for seasonal menus. Beef tongue is one of the best-selling Canadian beef cuts, mainly consumed in Yakiniku (Korean-style barbecue) restaurants. Mako created a stew recipe featuring beef tongue to make the most of its popularity. The goal of this program is to raise awareness of Canadian beef among consumers throughout Japan. This year-long campaign is designed to increase engagement and grow followers on CBII Japan’s social media platforms. Canadian beef promotion on Jeju Island, Korea Jeju Island, located off the southern coast of the Korean Peninsula, is home to 660,000 residents. Despite its small population, it is one of Korea’s premier tourist destinations, attracting more than 13 million visitors annually. The island’s largest supermarket chain, New World Mart, operates 10 stores across Jeju. Until recently, the chain offered only U.S. and Australian beef. In November, the chain replaced U.S. beef with Canadian beef, introducing a wide range of frozen AAA-grade Canadian cuts, including short plate, chuck roll, brisket point, rib finger, back rib, short rib, striploin, flat iron, and oxtail. Supported by CBII Korea, New World Mart hosted tasting events at five of its locations in November. The response from consumers was overwhelmingly positive, with the retailer projecting monthly sales of approximately 5–6 tonnes of Canadian beef in this initial phase. Looking forward, the chain plans to increase both the volume of imports and the variety of cuts available. This marks the first time Canadian beef has been sold on Jeju Island, and New World Mart intends to hold regular tasting promotions to further enhance consumer awareness and appreciation of Canadian beef. Back to main page ICHIRO KIYOTOMI Senior Director, Market Development, Japan/South Korea TAKAKO TOYAMA Senior Manager, Operations, Japan YG SHIN Marketing Coordinator, South Korea

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