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 Canadian beef featured on dinner cruise Canadian Beef International Institute (CBII) Japan partnered with Symphony, one of Japan’s most popular dinner cruise ships, to promote Canadian beef on their menu during the Canadian Beef Fair promotion from October 2024 to March 2025. The promotion features three Canadian beef cuts - tenderloin, striploin and shoulder clod – on various menus. The cuts are used as the main ingredient for the lunch and sunset cruising menu including the Christmas/New Year special menu, buffet, and banquet menus. Symphony will create a special dinner menu for Christmas featuring Canadian beef striploin. Promotional materials and menus for this special event will showcase Canadian beef branding. Symphony produced 58,000 copies of a promotional brochure that featured Canadian beef information and branding. Symphony is a long-time Canadian beef customer and has promoted the Canadian Beef Fair since 2011. CBII Japan coordinated cross-marketing activities during the launch week and shared the promotion via Instagram and Facebook stories and posts from each organization’s account. September restaurant sales were up 8.2% year-over-year in Japan. Thanks to a robust tourism demand, including foreign tourists, and the weakening of the Japanese yen, sales in all foodservice categories have been growing. Canadian beef promotion at Emart hypermarket stores Canadian Beef International Institute (CBII) Korea supported a Canadian beef promotion at Emart, South Korea’s largest hypermarket chain with 130 locations. The promotion ran from November 1 – 3, 2024, and featured chilled short rib and rib finger cuts, with tasting events held at 17 stores. An estimated 20,000 shoppers sampled the high-quality Canadian beef during the three-day event.   This initiative aimed to increase awareness and sales of Canadian beef by allowing customers to directly experience its quality at one of Korea’s leading hypermarkets. Emart, like other major retail chains in Korea, sells only domestic Hanwoo beef and imported beef from the U.S. and Australia. However, Emart's beef buyers have recently shown interest in testing Canadian beef occasionally. If Canadian beef is introduced in these major stores, consumer awareness will grow, potentially leading to a significant boost in sales. Lotte Mart, another large hypermarket chain with over 110 stores, has expressed interest in hosting a Canadian beef promotion in December. Back to main page Japan and South Korea Team YG Shin, Takako Toyama, Yuko Onizawa, Ichiro Kiyotomi

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