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 Canadian beef summer campaign To strengthen its market presence and capitalize on the peak summer shopping season, Canada Beef International Institute (CBII) Taiwan/Southeast Asia office produced an event at GO! Thang Long in Hanoi, Vietnam, from May 5-8, 2026. GO! Thang Long is a three-story shopping mall with over 250 retail outlets and a major supermarket. Working with a leading Vietnamese importer and retail brand, the event featured cooking demonstrations by chefs, along with exclusive on-site sales promotions designed to drive immediate purchases. By directly engaging Hanoi consumers and creating a lively, educational atmosphere, the promotion attracted hundreds of visitors, netting a 235% sales growth compared to the previous non-promotional period.   Canadian beef promoted at Hong Kong supermarket chain YATA is a popular Japanese-style supermarket chain with 12 locations across Hong Kong, catering to consumers seeking high-quality, fresh food. As a longtime partner of Canada Beef, YATA has collaborated on several highly successful programs. From April 7-13, 2026, a Canadian Beef Fair was held across five key YATA stores featuring four premium Canadian beef cuts: hanging tender, boneless short rib, strip loin, and rib eye. In-store, the fair featured eye-catching point-of-sale materials and product sampling. The promotion was also supported online through the YATA App, official website, and their Facebook page. In addition, the campaign collaborated with three social media influencers to amplify the reach. The influencers’ promotional posts achieved outstanding engagement, and generated a reach of over 1.1 million, 3,720 likes, and over 2,000 shares.  The weeklong fair successfully captured strong consumer interest. Sales were up 710% compared with the preceding non-promotional days, proving that targeted events can effectively drive immediate consumer demand for Canadian beef. The success of this event underscores a growing appetite for Canadian beef among Hong Kong consumers. It also highlights opportunities to raise brand awareness, increase sales, and strengthen relationships with supply chain partners and end users. Taiwanese delegation visits Canada In May, the Canada Beef Taiwan/Southeast Asia office organized an industry-focused mission to Canada for a major importer from Taiwan. This Taiwanese company is a well-established organization that has successfully expanded its business scope to include high-quality meat and food imports. Their participation highlights the growing interest in Canadian beef among high-profile buyers in Taiwan. During their visit, the Taiwanese delegates gained a comprehensive, first-hand understanding of the Canadian beef supply chain. The itinerary included visits to purebred cattle operations, feedlots, and three of Alberta's largest beef-processing facilities. A highlight of the trip was a visit to the Canadian Beef Centre of Excellence (CBCE), where the CBCE team led a specialized butchery demonstration and tasting session.   This successful mission strengthened the client's confidence in the Canadian beef supply chain. It also deepened the strategic relationship with this key Taiwanese partner, laying a solid foundation for the continued growth and expansion of Canadian beef in Taiwan. Back to main page  DEANA KAO Director, Market Development, Taiwan/Southeast Asia/Hong Kong  PHAM NHU (KATIE) Marketing Manager, Vietnam  SAMANTHA MUTUC Marketing Manager, Philippines and Indonesia |
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