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 Canada Beef at Fukuoka Canada Day On June 28, Canada Beef International Institute (CBII) Japan participated as a sponsor at the Fukuoka Canada Day celebration, promoting Canadian beef to approximately 300 attendees. The event welcomed a diverse audience, including Japanese consumers, members of the Canadian community, and international visitors. It provided an excellent opportunity to engage with interested consumers, and many guests tasted Canadian beef.   At the Canadian beef booth, a live barbecue demonstration highlighted its versatility and premium quality. CBII Senior Director, Ichiro Kiyotomi, led the grilling demonstration. The demonstration attracted more than 50 visitors, many of whom became new followers of Canada Beef Japan's Instagram account as a result of the campaign. The campaign also encouraged attendees to continue purchasing and enjoying Canadian beef. Throughout the event, more than 40 kg of Canadian beef was served to visitors. The event strengthened Canada Beef's presence in the Kyushu region and reached consumers who already have a strong affinity for Canada. Meat Expo 2026 CBII Korea participated in Meat Expo 2026, Korea's largest exhibition dedicated to the meat industry, in Seoul from June 18–20. The event attracted approximately 14,000 visitors and provided a valuable platform for Canadian beef suppliers and their Korean import partners to strengthen existing relationships and explore new business opportunities.  CBII operated a four-booth Canada Beef pavilion featuring its key supply partners, Cargill and JBS. Over the three-day exhibition, representatives from Cargill Korea, JBS Korea, and their Korean import partners welcomed visitors, held business meetings, and promoted the quality, consistency, and value of Canadian beef to foodservice operators, wholesalers, and consumers.  To drive visitor engagement, CBII hosted four live tasting sessions each day, featuring popular Canadian beef cuts including brisket, rib finger meat, outside skirt, and tenderloin side muscle. Approximately 1,200 visitors sampled the products during the exhibition, thus experienced the taste and quality of Canadian beef firsthand while learning about Canada's grading system and production standards.  Overall, Meat Expo 2026 reinforced the presence of Canadian beef in the Korean market through a combination of business networking and tasting events. The exhibition further advanced CBII's efforts to increase awareness of Canadian beef, support its supply partners and Korean importers, and foster new commercial opportunities in the market. 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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