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CBCE hosts celebrity delegation from South Korea
Since the beginning of April 2025, the Canadian Beef Centre of Excellence (CBCE) has participated in seven professional association conferences, as well as industry stakeholder and consumer engagements. CBCE also hosted nine in-person export market buyer missions at the Centre, with additional events planned for September. These engagements aim to educate attendees about the Canadian Beef Advantage (CBA), highlight available resources and training tools, and promote the purchase of Canadian beef, including opportunity cuts and innovative product utilization.

In August, in collaboration with the Government of Alberta and Destination Canada, the CBCE welcomed an incoming delegation from South Korea. The group included the Pullman Hotel Group Executive Chef Shin Jong-cheol and his culinary team along with well-known Korean actor, artist, and influencer Kim Kang-woo. During their visit, the culinary team learned more about the CBA and gained knowledge of various applications for Canadian beef cuts that will be featured during the upcoming hotel promotion at the Ambassador Seoul Hotel in September and October.

CBCE delivered an engaging Canadian beef culinary program, featuring Chefs Mathieu Paré and Cameron Pappel cooking alongside the visiting chefs and celebrity guest. Each chef skillfully prepared dishes featuring Korean and Canadian ingredients and techniques. Featured Canadian beef products included short ribs, back ribs, finger meat, flat iron, chuck flap tail and boneless short plate.

This demonstration provided content for Kim Kang-woo’s YouTube channel, which will be released in advance of the Canadian Ingredients promotion at The King’s, a premium live buffet restaurant located in the Ambassador Seoul Hotel. The event is expected to draw more than 10,000 guests per month.

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CAMERON PAPPEL
Director, Canadian Beef Centre of Excellence Studios

MATHIEU PARÉ
Executive Director, Canadian Beef Centre of Excellence

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