“Country Gold” Again Captures Imagination of Japanese Consumers

Japan

“Country Gold” Again Captures Imagination of Japanese Consumers

U.S. beef was again a big hit at the 19th Country Gold Music Festival in Kumamoto, Japan. A booth and cowboy-themed “restaurant” at the festival, held Oct. 20, was sponsored by the USMEF and helped generate excitement about U.S. beef among the more than 20,000 attendees. 

As it did last year, the USMEF booth proved to be one of the most popular destinations for consumers at the event, and provided more evidence that U.S. beef continues to be popular with many Japanese, according to Greg Hanes, USMEF Japan director. About 800 servings of U.S. ribeye roll   - from 40 blocks of ribeye with a specially-formulated “rub” and slowly cooked in three barbecue pits – sold out before the event was finished.

The Country Gold Music Festival is the largest outdoor concert in Japan. Since 1989 it has attracted consumers who enjoy Western U.S. country culture, including Western wear and country music. Though it was held on Kyushu, which is the Southern Island of Japan, consumers came from all over Japan, including Tokyo, Osaka and Hokkaido – the Northern-most island – to attend the event. 

Attendees lined up to buy beef meals an hour before sales were scheduled to start, according to Hanes. The guests were complimentary about the U.S. product and most commented on how delicious it was. 

“Because it’s a large beef-producing area of Japan, consumers from Kyushu know about quality,” says Hanes. “Getting such positive support from the people there really demonstrates how great American beef is.”

Twelve representatives of the State of Montana – including Ms. Montana Rodeo – flew in for the event and helped add a festive "real cowboy" atmosphere to the USMEF area by wearing cowboy clothing, and playing roping games and "Montana Golf" with the event’s fans. 

 The beef plates sold for about $9 per serving. Proceeds from the beef meals sold will be donated to Ashinaga, a well-known Japanese non-profit organization that supports children whose parents have died, become incapable of working or have other financial hardships that make it difficult to send their children to high school or college. Since its founding in 1969 more than 60,000 children have had Ashinaga support to graduate from various schools.  

This was the 13th time USMEF has participated in the Country Gold Music Festival, which this year featured four U.S. country western bands.

 

Japan

“Country Gold” Again Captures Imagination of Japanese Consumers

U.S. beef was again a big hit at the 19th Country Gold Music Festival in Kumamoto, Japan. A booth and cowboy-themed “restaurant” at the festival, held Oct. 20, was sponsored by the USMEF and helped generate excitement about U.S. beef among the more than 20,000 attendees. 

As it did last year, the USMEF booth proved to be one of the most popular destinations for consumers at the event, and provided more evidence that U.S. beef continues to be popular with many Japanese, according to Greg Hanes, USMEF Japan director. About 800 servings of U.S. ribeye roll   - from 40 blocks of ribeye with a specially-formulated “rub” and slowly cooked in three barbecue pits – sold out before the event was finished.

The Country Gold Music Festival is the largest outdoor concert in Japan. Since 1989 it has attracted consumers who enjoy Western U.S. country culture, including Western wear and country music. Though it was held on Kyushu, which is the Southern Island of Japan, consumers came from all over Japan, including Tokyo, Osaka and Hokkaido – the Northern-most island – to attend the event. 

Attendees lined up to buy beef meals an hour before sales were scheduled to start, according to Hanes. The guests were complimentary about the U.S. product and most commented on how delicious it was. 

“Because it’s a large beef-producing area of Japan, consumers from Kyushu know about quality,” says Hanes. “Getting such positive support from the people there really demonstrates how great American beef is.”

Twelve representatives of the State of Montana – including Ms. Montana Rodeo – flew in for the event and helped add a festive "real cowboy" atmosphere to the USMEF area by wearing cowboy clothing, and playing roping games and "Montana Golf" with the event’s fans. 

 The beef plates sold for about $9 per serving. Proceeds from the beef meals sold will be donated to Ashinaga, a well-known Japanese non-profit organization that supports children whose parents have died, become incapable of working or have other financial hardships that make it difficult to send their children to high school or college. Since its founding in 1969 more than 60,000 children have had Ashinaga support to graduate from various schools.  

This was the 13th time USMEF has participated in the Country Gold Music Festival, which this year featured four U.S. country western bands.