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 Canadian Beef Advantage promoted on Symphony Cruise The Canada Beef International Institute (CBII) Japan partnered with Symphony Cruise, one of Japan’s leading dinner cruise operators, to host the Canadian Beef Fair from October 2025 through March 2026. Over this period, approximately 158,000 passengers boarded the cruise, with an average of 100 guests per day enjoying the buffet restaurant. CBII Japan actively promoted the Canadian Beef Advantage (CBA) onboard and online throughout the campaign. The promotion featured a giveaway in which 50 winners received Canadian beef products. To expand consumer engagement, CBII also leveraged the CBII Japan social media accounts. CBA posters were prominently displayed around the ship to boost visibility and encourage participation. The main objectives of the promotion were to: Increase the number of passengers visiting the buffet restaurant. Raise awareness of the CBA and gather feedback on the messaging featured in the promotional materials. Increase followers and engagement on CBII Japan social media accounts. During this period, Canada Beef President, Eric Bienvenue visited Symphony Cruise to personally thank the chef and captain for their support in making the promotion a success. He also thanked the entire Symphony team for their ongoing partnership and significant contributions to promoting Canadian beef in the Japanese market. Canadian Beef promotion at Lotte Mart From March 19–25, 2026, Lotte Mart, one of Korea’s leading hypermarket chains with 105 stores nationwide, held a week-long promotion featuring Canadian beef across its retail network. The campaign highlighted premium chilled Canadian chuck eye roll and rib finger cuts. To support the promotion, CBII Korea organized four days of in-store sampling events at 15 key Lotte Mart locations. Throughout the campaign, over 10,000 consumers sampled Canadian beef, offering valuable opportunities for direct product experience and meaningful consumer engagement. Given the strong sales and positive consumer response, Lotte Mart is planning a follow-up Canadian beef promotion in July 2026.   In May, the Government of Alberta invited a Lotte Mart buyer to Canada to further strengthen confidence in Canadian beef. The visit provided an opportunity to experience firsthand the quality and value of Canadian beef through tours of the Canadian Beef Centre of Excellence, major beef suppliers, and leading retailers. Back to main page ICHIRO KIYOTOMI Senior Director, Market Development, Japan/South Korea TAKAKO TOYAMA Senior Manager, Operations, Japan YG SHIN Marketing Coordinator, South Korea

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