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 Celebrating the festive season in Hanoi To celebrate the year-end holiday season, the Canada Beef International Institute (CBII) Taiwan/Southeast Asia/Hong Kong office partnered with a leading Vietnamese importer and the historic Thủy Tạ Restaurant to launch a promotional campaign in Hanoi, Vietnam, from November 16, 2025, to January 10, 2026. This initiative was developed to enhance Canadian beef's brand recognition among Vietnamese consumers. The promotion was launched at a special event where expert chefs transformed Canadian beef into unique dishes. Notable guests at the event included Jim Nickel, Canada's Ambassador to Vietnam, as well as key influencers and industry opinion leaders. Canadian beef fair at APITA Supermarket, Hong Kong CBII partnered with the APITA Supermarket chain to present a Canadian beef fair at four locations during the last two weeks of December. It featured five Canadian beef cuts and was promoted on social media and through in-store signage. This initiative represented an important opportunity to drive retail engagement, increase product visibility, and strengthen supply chain partnerships. 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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