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 Food Truck project concludes after a successful year The Canada Beef food truck completed its last run on March 12, drawing the year-long project to a close. Fans of the Canada Beef food truck enjoyed the taste of Canadian beef burgers at Shichirigahama Coast in Kamakura City, a coastal town in Kanagawa Prefecture, less than an hour south of Tokyo. Canada Beef International Institute (CBII) Japan partnered with a food truck contractor to launch the Canada Beef Food Truck in July 2022 – at a time when the pandemic had not yet ended in Japan, and the future of indoor dining remained uncertain. More than 45,000 restaurants closed during the pandemic, and the foodservice industry continues to suffer. The Canada Beef Food Truck was a creative solution to promote Canadian beef in outdoor spaces across the country. The food truck didn’t distribute free beef samples to consumers; instead, it sold Canadian beef menu items like burgers at event spaces in front of retailers stocking Canadian beef. The main goal of the food truck was to get consumers to try Canadian beef, then send them to the retailer where they could purchase Canadian beef to take home. This program was a comprehensive consumer marketing project to raise awareness of the Canada Beef brand in Japan. The food truck operated mainly on weekends in East Japan and appeared at 46 venues from July 2022 to March 2023. These events ranged from community festivals to farmers’ markets. The truck was greeted enthusiastically, and menu offerings were well-received. A food truck page was created for the Canada Beef Japan website, where food truck locations were posted. Updates were also posted on the Canada Beef Japan Instagram account, with a reach of 235,300 accounts and 800,000 impressions on social media. The food truck has finished its run and now CBII Japan is creating post-COVID marketing strategies to promote the Canada Beef brand in Japan. Japan COVID-19 Update Japan lifted its COVID-19 border controls for all arrivals on April 29 in anticipation of an increase in travellers during the annual Golden Week holiday that began the same day. Japan no longer requires all visitors to present certification of at least three COVID-19 vaccination doses or a negative coronavirus test taken within 72 hours of departure. Furthermore, Japan entered its post-pandemic phase on May 8, officially downgrading COVID-19 to a status on par with seasonal flu and doing away with a range of coronavirus measures. South Korea COVID-19 Update In early May, daily new infections increased from 8,000 to 23,500. The South Korea government removed the mandatory COVID-19 isolation period of seven days and the mask mandate was updated; masks are only required for hospital patient wards. The government plans to offer free COVID-19 vaccinations to all Korean nationals and residents with foreign registration numbers in October and November. Immunocompromised people may be vaccinated twice in the second and fourth quarters. Back to main page Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama

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