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 Canadian beef Sukiyaki lunch box promotion  ‘Sukiyaki’ is a type of hot pot dish known for its sweet and salty flavour, seasoned with shoyu, sugar, and mirin. It is one of the most popular national dishes of Japan and beef is the primary ingredient.Seicomart (Secoma) https://secoma.co.jp/en/index.html, is a regional convenience store operating over 1100 outlets in Hokkaido (the north of Japan). They launched a Canadian beef Sukiyaki lunch box at all their locations in March 2021 with support from the Canada Beef International Institute (CBIII) Japan office. It was the first time that a large convenience store group promoted a Sukiyaki lunch box using Canadian beef as a main ingredient.   The promotion featured extensive point-of-sale materials with 3,000 pop-up banners, 6,000 posters, 1.7million fliers, and 180,000 labels distributed to all the 1,100 stores from Mach to May 2021. CBII and Secoma produced co-branded labels featuring the Canadian Beef Advantage to highlight and promote the Canadian beef Sukiyaki lunch box and digital signage was displayed at the cash register and on store walls.   The promotion also included a robust social media campaign that garnered 189,340 hits on social media, reaching 1,557,103 followers through contracted influencers. Of those sharing posts, 16,286 recorded “good” as their comment.The three-month-long promotion was completed with significant commercial outcomes. Over 140,000 lunch boxes were sold over the three months, resulting in C$920,000 sales for the promotion period. This was a collaborative initiative between Canada Beef's Export Market Development (EMD) program, Alberta Agriculture, Canadian beef suppliers and CBII’s in-market partners. The promotion met the EMD goal to stimulate market development activities and grow market segments in order to increase Canadian beef in the export marketplace. Japan COVID-19 update On June 20, Japan's government lifted the COVID-19 state of emergency covering large cities and initiated to contain the latest wave of infections ahead of the 2021 Summer Olympics. Health officials in Japan are trying to speed up the nation's vaccination rollout by involving workplaces and universities. The Japan Supermarket Association (JSA) announced that sales of meat and poultry products in April were down 9.9% from a year earlier but up 8.4% compared with the same period in 2019 (pre-COVID-19). Sales of beef products did relatively well compared with pork and poultry products. The Japan Foodservice Association (JFSA) announced that restaurant sales in April were up 36.7% from a year earlier but down 19.5% compared with the same period in 2019 (pre-COVID19). Takeout and delivery orders continued to partially make up for lost dine-in sales. Japan’s total beef import volumes in April were 65,800 tonnes, down 17% year-over-year but imports from Canada reached 5,070 tonnes, an increase of 16% from the same period the previous year, resulting in the largest growth rate in four beef exporting countries. South Korea COVID-19 update In mid-June, the number of new COVID-19 cases per day fluctuated between 370 and 550. The public vaccination program has recently been picking up speed and as of mid-June, over 15 million people received their first shots of the COVID-19 vaccine, or over 29% of the total population. The consumer confidence survey index was 105.2 in May, up three points from April, to record a 35-month high, and a return to pre-COVID-19 levels. It’s expected that overall beef sales from retail stores and restaurants will continue to increase. Due to stronger demand, wholesale prices for most imported beef cuts have risen somewhat from a month ago. At the end of May, Korea’s total beef imports were 230,400 tones, up 2% year-over-year with imports from Canada at 4,700 tonnes, up 62% from the year earlier period. Imports of Canadian beef consisted of 3,040 tonnes of frozen ribs, 880 tonnes of frozen blade/clod, 390 tonnes of frozen chuck roll, and 90 tonnes of chilled ribs. Due to rising beef export prices and logistics issues from the US, some Korean companies have started to import Canadian beef to diversify their supply sources. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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