Retail Promotions Highlight Chilled U.S. Beef’s Potential for Everyday Use in Taiwan
Driven by rising beef consumption in Taiwan and the rapid growth of large retail chains, the beef industry is stepping up its marketing and promotional efforts across supermarkets and hypermarkets. USMEF estimates that 40% of U.S. beef is now sold in Taiwan’s retail sector, more than double from 10 years ago.
“In the retail sector, we reinforce U.S. beef’s quality and premium position in the market,” says USMEF Senior Marketing Manager Alex Sun. “We also promote U.S. beef’s potential for everyday use through different applications such as thin cuts and more affordable alternative cuts.”
A two-week U.S. beef campaign with Costco Taiwan featured U.S. chilled beef’s premium quality while promoting thin-cut versions of popular middle meats such as ribeye, striploin and tenderloin. With inflation and rising costs impacting consumers, thin-cut options with high-quality beef are more affordable and provide flexible cooking options. The two-week campaign included product sampling and high-profile, expanded display spaces at 14 Costco outlets.
USMEF also implemented an extended promotion for chilled U.S. beef at 52 Taiwan Fresh Supermarket stores over 28 days. The campaign, which included in-store samplings, promoted daily use of U.S. beef through alternative Choice grade cuts such as top blade, chuck eye roll, boneless chuck short ribs, chuck flap, short plate, short ribs and outside round flat.
Through the first eight months of 2026, U.S. beef exports to Taiwan were 15% above last year’s pace at 42,900 mt, while value climbed 18% to $514.7 million. For the same period, Taiwan import statistics show that U.S. chilled beef imports increased 10% in volume and 15% in value, reaching $266 million.
The promotions were made possible by the Beef Checkoff Program, Texas Beef Council and USDA.