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 Canadian beef menu promotion in Chongqing Canada Beef International Institute (CBII) China partnered with the Consulate General of Canada in Chongqing for the Canada Menu Promotion. The goal was to promote Canadian beef on the menu in seven select restaurants in Chongqing from March 21 – 28, 2022. This was the first time Canadian beef was introduced to these restaurants. A total of seven locations across three restaurant brands participated in the promotion designed to showcase Canadian food and beverages. Canadian beef was the main ingredient highlighted on the promotional menu; nearly half of the dishes on the special menu featured Canadian beef. In-store point-of-sales material along with media engagement was used to promote the event. The media engagement included online WeChat account promotional content and tweets to drive restaurant traffic and sales of the Canadian beef menu items. More than one tonne of Canadian beef was sold during the promotion and the media engagement resulted in over 100,000 views. The promotion supported Canadian beef sales in new foodservice outlets and enhanced Canadian beef awareness in the southwest China market. Canadian beef restaurant promotion in Vietnam Canada Beef recently collaborated with Golden Gate, a well-known restaurant franchise chain and leading food and beverage business. Together they launched a Canadian beef special menu at SUMO, a Japanese Yakiniku restaurant and KPUB BBQ during March 2022. The team targeted 16 outlets in Hanoi city. During the promotional period, Canadian beef menu items were available at a special price. Advertisements were placed on social media platforms and two video clips were created to boost the promotion. In addition, flyers and social media posts were distributed to households including 200,000 Golden Gate foodservice members. Total social media reached over 16 million views and sales of Canadian beef increased 14% compared to the non-promotional month. A sampling of social media posts follows. KOL_Trang Đặng KOL_littlequanzzz https://www.facebook.com/groups/hanoioiangi/posts/1055351875082475/ https://www.facebook.com/groups/1611209205735071/posts/2009932359196085/ https://www.facebook.com/groups/hanoiangiodau/posts/1403273963478984/ https://www.facebook.com/groups/hanoiangiodau/posts/1407567179716329/ COVID-19 Updates The recent COVID-19 resurgence has weighed on the Chinese economy along with additional challenges from a complicated external environment. Given the current environment, more policies and measures were introduced in an attempt to increase economic activities by stimulating consumption and resuming industrial production in epidemic-hit areas. Due to the impact of the epidemic, offline retail customer flow declined in March and April as more Chinese consumers switched to online purchasing for daily necessities. Dine-in services were suspended in the hardest-hit areas or cities while foodservice operators launched more take-out or delivery options to compensate for the loss from dine-in sales. As a result of the severity of the pandemic, Hong Kong's GDP in the first quarter is forecast to be -4%, breaking the cycle of four consecutive quarters of growth. However, with the epidemic gradually under control and the distribution of consumer vouchers, as well as the government's various measures to support enterprises, it is expected that local consumption will recover soon and the economic index will return to slight growth in the second quarter. Offline retail supermarket traffic began to decline with sales gradually returning to pre-epidemic levels. With the outbreak under control, the government has further relaxed restrictions on social distancing, especially for foodservice. Catering businesses have started to rebound, with sales returning to 50-60% of pre-pandemic levels. Vietnam, Singapore and the Philippines have ended all restrictions on quarantine measures for locals and foreign travelers. Business is now operating as normal without limitations on the number of people or operating hours. Vietnam continues to show demand for Canadian frozen beef. During the first two months of 2022, Vietnam imported 2,428 MT of Canadian beef, ranking number four in Canadian beef export markets in terms of volume. Back to main page China and SE Asia team Angie Xu, Deana Keo, Iris Sung, Rachel Zhange

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