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 Taste of Canada event in Vietnam showcases Canadian beef In December, the Taste of Canada in Vietnam event took place in Hanoi, hosted by the Canada Beef International Institute (CBII) Taiwan/Southeast Asia/Hong Kong/Macao office in collaboration with a key Vietnamese import partner. The event showcased the premium quality of Canadian beef and fostered stronger connections between international suppliers and local distributors. A program highlight was an interactive culinary demonstration featuring Canada AAA rib eye and skirt steak. Over 60 business partners from Hanoi and nearby provinces attended, further elevating the profile and reach of Canadian beef throughout Northern Vietnam. Looking ahead, the CBII Taiwan/SE Asia/Hong Kong/Macao office and its import partners are committed to further expanding the presence of Canadian beef, ensuring it remains a top choice for premium dining in Vietnam. Canadian beef hotpot season debuts in Taiwan Winter is the peak season for hotpot meals in Taiwan. From November 2025 to January 2026, the CBII Taiwan/Southeast Asia/Hong Kong/Macao office partnered with Wowprime Group, the country’s largest restaurant group, to launch the Canadian Beef Hotpot Season promotion across two of its leading hotpot brands. This initiative marked the first time Canadian beef was featured as a dedicated menu item at both brands. Giguo, a family-focused chain with 39 locations, showcased Canadian brisket and short plate in its signature offering, Beef Waterfall. Meanwhile, ChinHuaJiao, a premium spicy hotpot brand with 22 outlets, featured the Canadian Beef Platter, which includes Canadian short plate and pastrami.   By leveraging Wowprime Group’s extensive market reach and diverse brand portfolio, the campaign significantly enhanced the visibility of Canadian beef in both mainstream and premium dining segments, strengthening brand recognition and laying a solid foundation for future growth in Taiwan’s competitive hotpot market. Canadian beef sampling program in the Philippines From October to December 2025, the CBII Taiwan/Southeast Asia/Hong Kong/Macao office presented an in-store sampling program at three prominent grocery stores owned by the Robinsons Retail Group in the Philippines. These included The Marketplace Makati, The Marketplace Power Plant, and The Marketplace EDSA Shangri-La. With 18 sampling dates, the program was strategically timed to capture peak holiday traffic. Sampling featured Canadian chuck eye roll. During the promotion, more than 1,350 samples were distributed. This drove product trial and raised brand awareness during the year-end period. The program also strengthened partnerships with the Robinsons Retail group and broadened consumer reach in the Philippine market.   Back to main page DEANA KAO Director, Market Development, Taiwan/Southeast Asia/Hong Kong PHAM NHU (KATIE) Marketing Manager, Vietnam SAMANTHA MUTUC Marketing Manager, Philippines and Indonesia

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