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 Canada Beef Tokyo Olympic Games online promotion With the 2020 Olympic Games scheduled this summer, Canada Beef International Institute (CBII) Japan partnered with four online platforms to create a Canada Beef summer promotional campaign directed at people staying home and watching the televised Tokyo Olympics and 2020 Paralympic Games.  The Canadian beef messaging for all four partners during the campaign was Let’s have Canadian Beef and support Olympic games with everything we've got! Canada Beef House operated by Foods-i is promoting a Canadian one-pound ribeye roll.  Dish operated by Global Vision is promoting Canadian veal products.  Meat Companion is promoting a Canada Beef Yakiniku pack at their online shopping mall. Canadian beef Yakiniku cuts are being promoted at Gourmet Quick Delivery operated by M2 Super Selection. These strategic partners are expanding their product distribution to end-user consumers through their e-commerce stores. They offer quality brands with the highest standards of hygiene and safety; some of the products were previously destined for foodservice. CBII coordinated cross-marketing activities during the campaign period and promoted the campaign on different Instagram and Facebook stories and posts from each organization’s account. This social media marketing approach successfully directed end-user consumers to a Canada Beef online promotion page and contributed to significant sales growth—total sales during the campaign are estimated at CAD$500,000. Japan COVID-19 update The Japanese government has decided to impose a fourth COVID-19 state of emergency in Tokyo, lasting throughout the Olympics. The emergency is in effect from July 12 to August 22. Health officials in Japan are trying to speed up the nation's vaccination rollout by involving workplaces and universities. As domestic poultry and pork prices increased, retailers expanded the shelf space for imported products. Prices of Canadian beef barbecue and steak cuts were steady in the last month; these items had stable sales at retail. Japan’s total beef import volumes in May were 58,300 tonnes, up 1% year over year (YOY) however imports from Canada reached 4,550 tonnes, a 52% increase YOY. Year-to-date April, Canadian beef had a market share of 8.1%, up 2% YOY. South Korea COVID-19 update After reporting 1,316 new cases on July 9, the highest daily COVID-19 tally since the nation reported its first case in early 2020, the government placed the greater Seoul area under the toughest social distancing rules of Level 4 for two weeks as of July 12. Under Level 4 rules, gatherings of more than two people are banned after 6 p.m. Private gatherings of up to four people are allowed before 6 p.m. The 10 p.m. curfew on restaurants will remain in effect. Many restaurant owners are in despair. Supermarkets also close at 10 p.m. Tastings for promotional purposes and provision of samples are prohibited. It is expected that many people will refrain from visiting supermarkets and shop online for groceries for the time being. At the end of June, Korea’s total beef imports (quarantine statistics) were 217,000 tonnes, up 6.2% YOY, and imports from Canada were 5,320 tonnes, up 78% YOY, including 3,590 tonnes of frozen ribs, 900 tonnes of frozen blade/clod, 630 tonnes of frozen chuck roll, and 100 tonnes of chilled ribs. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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