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 Canadian beef at Summer Beach House Canada Beef International Institute Japan (CBII Japan) partnered with J:COM, the largest cable television company in Japan, to promote Canadian beef at a summer beach house in the Shonan area, a popular tourist destination near Tokyo. J:COM operates the Shonan Beach House in a coastal area known for its beach culture from July to August to promote its cable TV services. During the busiest week, from August 4 to 10, J:COM contracted a company to operate a pop-up barbecue stand featuring Canadian beef at their beach house. The stand didn't offer free samples, instead it sold Canadian beef items (various brands) to resort visitors.  The pop-up stand was advertised through J:COM TV and its trade magazine. An estimated 200,000 viewers saw the J:COM TV advertisement, which included a Canadian beef article that garnered 10,000 page views in the magazine. Over 1,000 consumers visited the pop-up stand during that week. In addition, CBII Japan launched an Instagram campaign on the Canada Beef Japan page from August 1 to 10 to promote the Canadian beef Beach House project. Participants shared photos of the Canadian beef Beach House using the hashtag #CanadaBeefBBQ for a chance to win a prize. Five winners were selected, each receiving 1 kg of Canadian beef tongue, a popular cut among consumers. The campaign generated 80 posts, gained 100 new Instagram followers, and achieved 150,000 impressions. Watch a video of the event. Canadian beef promotion at Sariwon Restaurants in Korea From July 29 to 31, coinciding with Jungbok (July 30)—the second of Korea’s three hottest summer days—Sariwon, a well-known Korean restaurant chain with eight locations in Seoul and the surrounding areas, held a special promotion featuring Galbitang (Korean beef rib soup) made with Canadian back ribs.  Two variations of Galbitang were offered: one with simmered cabbage leaves and one without, both highlighting the rich flavour and tenderness of Canadian beef. Guests who ordered the dish during the promotional period received a complimentary gift courtesy of the Embassy of Canada and the Alberta Korea Office.Galbitang is a popular traditional Korean soup made by slowly simmering beef short ribs with garlic, onion, and Korean radish to create a clear, savoury broth. The name "Galbitang" derives from "galbi" (short ribs) and "tang" (soup). It is typically served with glass noodles, chopped green onions, steamed rice, and assorted side dishes. The dish is beloved for its hearty, nourishing qualities and is especially popular in the winter months or after special occasions. Although the promotion has ended, Canadian beef Galbitang will remain a regular menu item, allowing diners to continue enjoying a taste of Canada through one of Korea’s most cherished traditional dishes. According to the restaurant’s chefs, Canadian back ribs are preferred for their premium quality, generous meat coverage, and excellent yield, making them a perfect match for this classic soup. Back to main page   Ichiro Kiyotomi, Japan and South Korea Senior Director, Market Development Takako Toyama Japan, Senior Manager, Operations  YG Shin, South Korea, Marketing Coordinator |
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