Deep-Fried U.S. Beef Dishes Featured at FOODEX Japan

In a positive sign of Japan’s economic recovery, sharp increases were seen in the number of participating companies and attendees at FOODEX Japan 2023, with 73,000 attending this year’s event compared to 33,000 in 2022.

Trade shows are an effective way to promote industry marketing initiatives to Japan’s foodservice sector, which is looking for new ideas to draw consumers back to restaurants and to meet growing demand for take-away meals, and USMEF is working to capitalize on a consumer trend that developed during the pandemic. Kara-age, a Japanese cooking technique in which various foods – most often chicken – are deep fried in oil, experienced sharp sales growth in foodservice the past three years.

Rahm Emanuel (right), U.S. ambassador to Japan, joins USMEF Japan Director Satoshi Kato during FOODEX, Asia’s largest annual food trade show

USMEF promoted samples from newly developed, deep-fried U.S. beef and pork recipes at FOODEX while sharing marketing strategies and promotional plans for buyers in the foodservice and retail sectors.

“The promotion of fried foods with U.S. beef builds on a successful campaign last year in which we promoted U.S. pork loin as a viable alternative to popular Kara-age chicken,” explains Japan Director Satoshi Kato. “High-quality U.S. beef cuts are versatile and have potential to become popular menu items for use in fried dishes.”

USMEF worked with leading chefs to develop two new U.S. beef guidebooks for 2023. The guidebooks were distributed to the Japanese trade at FOODEX and the Supermarket Trade Show in February.

“Fried U.S. beef promotion is one of our key marketing initiatives this year. We have also developed new menu items for versatile U.S. beef cuts,” adds Kato.

Newly developed, deep-fried menu items with U.S. beef are promoted to Japan’s foodservice sector

While the first guidebook focused on fried recipes with U.S. beef, the second presents 16 new recipes centered around five versatile cuts: chuck-eye roll, top blade muscle, strip loin, outside round and hanging tender. USMEF will utilize both guidebooks to develop promotional plans with the foodservice sector through this year.

Funding support for the beef guidebooks was provided by the Beef Checkoff Program, Idaho Beef Council and USDA’s Agricultural Trade Promotion program.