This Week is USMEF-Taiwan’s College Student Yakiniku Week
This Week is USMEF-Taiwan’s College Student Yakiniku Week
USMEF-Taiwan is holding a College Student Yakiniku Week this week as part of its strategy to maintain U.S. beef’s leadership in Taiwan’s beef import market. USMEF developed a series of public relations activities to raise consumer awareness of the high quality and unique flavor of U.S. beef and strengthen customer loyalty among a young and influential sector of the market.
Yakiniku restaurants, in which customers cook beef and other ingredients themselves and dip them in sauces, are immensely popular with Taiwanese college students. Keeping abreast of the trends, USMEF formed a promotional partnership with seven yakiniku restaurant chains with more than 30 outlets in the greater Taipei metropolitan area, targeting college students during Taiwan’s barbecue season and tempting them to savor the delights of U.S. beef yakiniku style.
Before embarking on this promotion, USMEF-Taiwan conducted an internet survey of 1,000 college students from which Davis Wu, director of the Taiwan office, concluded that yakiniku restaurants are an ideal venue for a U.S. beef promotion aimed at college students. The survey found that more than 80 percent of college students begin the school year with a party, and nearly 40 percent of them have those parties at yakiniku restaurants.
USMEF College Student Yakiniku Week promotional materials link U.S. beef with good friends and good times
USMEF announced USMEF College Student Yakiniku Week with a press conference at a participating yakiniku restaurant on Sept. 12. The U.S. Embassy’s agricultural trade office’s director, Keith Schneller, was there to extol the merits of U.S. beef.
“Marbled U.S. beef barbecued over charcoal is a great way to enjoy its superior taste,” said Schneller.
USMEF-Taiwan Director Davis Wu and the U.S. Embassy’s ATO director, Keith Schneller, launch the USMEF College Student Yakiniku Week
Wu echoed those sentiments and added: “September is home to the back-to-school party, Moon Festival and barbecue season. Yakiniku restaurants are great for these occasions and U.S. beef will play a leading role.”
According to import data from Taiwan’s customs agency, U.S. holds the No. 1 place in Taiwan’s beef import market in value. Taiwan imported $91.7 million worth of U.S. beef products in the first eight months of 2008, a 64 percent increase compared to January-August 2007. The U.S. is also the No. 1 supplier of chilled imported beef capturing a 71 percent market share.
This Week is USMEF-Taiwan’s College Student Yakiniku Week
USMEF-Taiwan is holding a College Student Yakiniku Week this week as part of its strategy to maintain U.S. beef’s leadership in Taiwan’s beef import market. USMEF developed a series of public relations activities to raise consumer awareness of the high quality and unique flavor of U.S. beef and strengthen customer loyalty among a young and influential sector of the market.
Yakiniku restaurants, in which customers cook beef and other ingredients themselves and dip them in sauces, are immensely popular with Taiwanese college students. Keeping abreast of the trends, USMEF formed a promotional partnership with seven yakiniku restaurant chains with more than 30 outlets in the greater Taipei metropolitan area, targeting college students during Taiwan’s barbecue season and tempting them to savor the delights of U.S. beef yakiniku style.
Before embarking on this promotion, USMEF-Taiwan conducted an internet survey of 1,000 college students from which Davis Wu, director of the Taiwan office, concluded that yakiniku restaurants are an ideal venue for a U.S. beef promotion aimed at college students. The survey found that more than 80 percent of college students begin the school year with a party, and nearly 40 percent of them have those parties at yakiniku restaurants.
USMEF College Student Yakiniku Week promotional materials link U.S. beef with good friends and good times
USMEF announced USMEF College Student Yakiniku Week with a press conference at a participating yakiniku restaurant on Sept. 12. The U.S. Embassy’s agricultural trade office’s director, Keith Schneller, was there to extol the merits of U.S. beef.
“Marbled U.S. beef barbecued over charcoal is a great way to enjoy its superior taste,” said Schneller.
USMEF-Taiwan Director Davis Wu and the U.S. Embassy’s ATO director, Keith Schneller, launch the USMEF College Student Yakiniku Week
Wu echoed those sentiments and added: “September is home to the back-to-school party, Moon Festival and barbecue season. Yakiniku restaurants are great for these occasions and U.S. beef will play a leading role.”
According to import data from Taiwan’s customs agency, U.S. holds the No. 1 place in Taiwan’s beef import market in value. Taiwan imported $91.7 million worth of U.S. beef products in the first eight months of 2008, a 64 percent increase compared to January-August 2007. The U.S. is also the No. 1 supplier of chilled imported beef capturing a 71 percent market share.