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 In-store sampling programs resume Japanese beef consumption remains relatively steady compared with the previous year. Canadian beef sales volume has been growing at retail. In March, beef imports from Canada reached 5,600 tonnes, up 59% year-over-year and a 48% increase over the previous month. Foodservice sales are expected to remain weak for the first half of 2021. In-store sampling events, one of Canada Beef International Institute (CBII) Japan’s key tactics, were suspended under COVID-19 pandemic restrictions placed on Japanese supermarkets. Prior to the pandemic, CBII supported in-store sampling for retailers year-round. To support sales and customer promotion during the restrictions, Canada Beef point of sale (POS) materials (labels, stickers, and recipe books) were distributed to supermarkets and meat shops nationally.  Belx Supermarket (Belx) is a regional retailer operating 45 outlets in the North Tokyo area and a long-time supporter of Canadian chilled beef. Retail regulations have changed and in-store sampling of Canadian beef resumed in Belx Supermarkets, CBII Japan’s strategic retail partner, with 20 demonstrations taking place in April 2021. CBII and Belx produced co-branded retail labels featuring the Canadian Beef Advantage to highlight and promote Canadian beef products in-store. Belx greatly expanded its meat case to promote Canadian beef during the two-week promotion, resulting in the sale of 40 tonnes of Canadian chilled beef.  Japan COVID-19 Update Japan's government extended and expanded the COVID-19 state of emergency covering large cities to May 31 to contain the latest wave of infections ahead of the Summer Olympics. Restaurants and bars are prohibited from serving alcohol or offering karaoke services and must close by 8 p.m. with a fine of up to 300,000 yen (C$3,300) for noncompliance. The Japan Foodservice Association (JFSA) announced that restaurant sales in March decreased by 2.9% from a year earlier, resulting in 13 consecutive months’ of negative growth. The bar and pub sector had a 40% fall in sales year-over-year while ‘Western’ QSR (burger and pizza) operations continued to grow. Japan’s total beef import volumes in March were 54,200 tonnes, down 4% year-over-year. Imports from Canada increased due to expectation of the implementation of the safeguard curb on U.S. beef imports and an increase in demand from the retail sector. South Korea COVID-19 Update The South Korean government has maintained Level 2 social distancing guidelines (the third-highest in a five-tier system) and the ban on private gatherings of more than four people, in the greater Seoul area for over three months. In mid-May, the number of new COVID-19 cases per day fluctuated between 528 and 747. The government has made it a goal to accomplish herd immunity by November, however the public vaccination program is progressing slowly. People are also getting more concerned about significant side effects and are asking for more information from authorities in vaccine communications. May is Family Month in South Korea, which includes Children's Day, Parents' Day, and Teachers’ Day. It is expected that overall beef sales from retail stores and restaurants will increase. Supermarket operations have returned to normal except for sampling events. The number of visitors to restaurants has recently been increasing, showing signs of recovery. As of April 30, Korea’s total beef imports were 140,200 tonnes, up 3% year-over-year and imports from Canada were 3,900 tonnes, up 92% year-over-year. A leading Korean importer of Canadian beef will open the first Canadian meat and deli shop in central Seoul in July. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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