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 Canadian Beef Fair at Gyuemon steakhouse restaurants Gyuemon, a regional steakhouse chain in Nagasaki Prefecture, is hosting the Canadian Beef Fair from June through August 2026. The promotion highlights Canadian beef under a signature menu item, “Rocky Steak,” inspired by the Canadian Rocky Mountains. The campaign is promoted through point-of-sale materials and Canadian flags at all 11 locations, as well as television advertising. The goal is to raise awareness, encourage trial, drive sales and strengthen the position of Canadian beef in the Japanese market.   To support the campaign and the relationships with key partners, Canada Beef, Senior Director, Ichiro Kiyotomi visited a participating Gyuemon restaurant during the promotion. He met with the restaurant’s chef and management team and expressed appreciation for their support of the Canadian Beef Fair. This promotion marks another successful collaboration between Canada Beef and an important regional foodservice partner. Canadian beef Korean-style recipe development As part of its continued efforts to promote Canadian beef in Korea, Canada Beef International Institute (CBII) Korea collaborated with Seoul-based culinary expert Nanwoo Lee of Now Cooking Studio to develop a new collection of Korean-style recipes featuring Canadian beef. The recipes will be showcased on the Canada Beef Korean-language website and posted to CBII Korea’s social media channels, including Instagram and Facebook.   Over the past two years, Lee has created 116 recipes tailored for Korean consumers, featuring Canadian beef cuts that are readily available in Korea and well-suited to Korean cuisine. These cuts include short rib, rib finger meat, short cut clod, chuck eye roll, flat iron, short plate, hanging tender, outside skirt, and chuck flap tail. The recipe content has consistently received strong engagement and positive feedback across social media platforms. For the latest recipe series, Lee focused on simple, practical dishes that can be easily prepared in everyday Korean households. The 20 newly developed recipes include soups, stews, stir-fries, salads, and side dishes designed to showcase the versatility of Canadian beef. In the future, CBII Korea plans to collaborate with an associate professor of culinary arts at a university in Busan, Korea, who previously served as executive chef at the five-star Busan Lotte Hotel and the six-star Signiel Hotel. The goal is to develop a new range of recipes featuring different culinary styles and applications for Canadian beef. 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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