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 Canada Beef on a Plate Canada Beef International Institute (CBII) Japan partnered with the Oriental Tokyo Bay Hotel, one of the most popular hotels in theTokyo bay area, to promote Canadian beef on their main restaurant, GRAND CINQ. Called ‘Canada Beef on a Plate’ the promotion ran August 1 to 31, 2020 to promote Canadian beef strip loin, chuckeye roll and other value-added products for the summer holiday season. Special banners and other POS materials deliver information on the quality and advantages of Canadian beef production. Customized Canada Beef Guide Book CBII Japan’s strategic partner, Foods-i Co has produced the “Canada Beef Guide Book” for distribution to their foodservice and retail customers. Foods-i Co applied for funding under Canada Beef’s cost-shared funding program—the Export Market Development (EMD) program. Partial cost of the production is covered by the Promotion and Marketing Program (PMP) which is a part of EMD. The booklet contents are advertised in newspapers and online channels The fourteen-page booklet includes:
 Eight videos introducing Canadian beef cuts were also produced to deliver information on the quality and advantages of Canadian beef production. The video links are:
 Foods-i Co is a regional meat distribution company in the Chugoku region with sales of over $30 million. Hiroshima is the capital of Chugoku with a population of 7.5 million people providing a large market potential for Canadian beef. Webpage and Social Media posts As working-from-home is becoming more accepted in Japan, CBII Japan continues to develop the Canada Beef Japan Facebook and Instagram fan pages to keep the momentum of Canadian beef during the COVID-19 pandemic. Facebook and Instagram pages feature cooking tips and recipes using Canadian beef as many consumers prefer cooking at home to dining out these days. Japanese recipes and Western recipes have been posted alternatively to reach out to many followers.  Canada Veal sales promotion at premium supermarkets Canada Veal sales promotion has resumed in two premium supermarket chains in Tokyo: National Azabu Supermarket Nisshin World Delicatessen The National Azabu Supermarket and Nisshin World Delicatessen are leading premium supermarket chains and CBII’s long-term retail partners selling Canadian veal products. CBII POS materials (labels, stickers, and recipe books) were distributed to these supermarkets nationally to support the sales increase.  Japan COVID-19 Update The Japanese government created the “Go Travel” campaign, which provides subsidies of up to 50% on the costs of transportation, hotels, restaurants, tourist attractions and shopping, all within Japan, in order to boost the economy. Japan’s core consumer sales were flat in June compared to a year earlier due to the continued impact of the COVID-19 pandemic, but improved after two months of decline. The June production of Canadian beef has now arrived in Japan and some distributors who had shifted to Australian grain-fed beef as a replacement for Canadian products have returned to the products they previously sold. Canadian beef imports are expected to increase or stay the same in the mid and long-term. Canadian beef exports to Japan reached 18,331 tonnes as of the end of May, up 6 % compared to the same period in 2019. For June, beef imports to Japan are estimated to have increased by 6.6% on a year-on-year basis. South Korea Korean Website now linked with CBII Home Page The CBII Korea website is now linked from the CBII home page. This new online platform allows CB to reach out to interested clients and end-user customers to promote Canadian beef and distribute updated information in the local language to in-market partners in a timely manner.  South Korea COVID-19 Update A top-priority for local Canadian beef importers and distributors were to develop Home Meal Replacement (HMR) Canadian beef products for the summer holidays. Local consumers sensitive to food safety amid the COVID-19 pandemic could then purchase and conveniently cook packaged fresh Canadian beef. In addition, Canadian beef packers expanded the discussion with specialized meat shops to research consumer demand for the preferred Canadian beef cuts for the Korean Thanksgiving holiday in early October. While the COVID-19 pandemic has put a hold on face-to-face Canada Beef promotions, consumers continue to prefer purchasing Canadian beef on e-commerce platforms and search for celebrity social networking activities to learn more about unique and interesting recipes for beef. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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