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 Beef imports to Japan up 37% In November, Japan’s beef imports from Canada climbed to 3,155 tonnes, a 37% year-over-year increase. Canadian chilled beef sales have risen steadily, driven by heightened demand in the retail sector. The frozen-to-chilled ratio shifted to 72% and 28% respectively, from 78% frozen and 22% chilled six months earlier. In-store sampling programs at CGC group Universe Supermarket (Universe), which operates 60 stores in Northeast Japan, began selling Canadian beef in 2024. Universe is a member of the Co-operative Grocer Chain (CGC), a nationwide network of mid- and small-sized supermarkets which has recently expanded sales of Canadian beef. Since the introduction of Canadian beef, Canada Beef International Institute (CBII) Japan has supported in-store sampling promotions, leading to a 50% increase in chilled beef sales. CBII Japan organized sampling events at Universe’s flagship stores during the high-demand Christmas season and continues to partner with CGC to advance these initiatives. In-store sampling events remain a core strategy for CBII Japan to raise consumer awareness and drive sales of Canadian beef. Canada Beef point-of-sale materials—including labels, posters, shelf-talkers, and branded flags—were distributed to CGC supermarkets to further support these efforts. Canadian beef promotion at Lotte Mart From December 11-17, 2025, Lotte Mart, Korea’s third-largest hypermarket chain with 105 outlets nationwide, held a week-long promotion featuring Canadian chilled short rib, rib finger, and outside skirt.   CBII Korea supported the promotion with in-store sampling events at 15 locations over four days. More than 10,000 shoppers enjoyed tasting premium Canadian beef during this time. The tasting sessions increased consumer awareness and drove sales by allowing shoppers to experience the exceptional flavour and tenderness of Canadian beef. Encouraged by the strong sales results and positive consumer feedback, Lotte Mart planned to hold another Canadian beef promotion at the end of January 2026. 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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