TikTok Boosts ‘Crossover’ Promotion in China

Using the power of TikTok while taking advantage of a trend in China to pair red meat dishes with bourbon and other spirts, USMEF partnered with Jim Beam for a “crossover” promotion of U.S. beef and pork in Shanghai.

Funded by the Agricultural Trade Promotion Program (ATP), the "Eating U.S. Meat, Drinking U.S. Spirits" activity was designed to capture the attention of a new generation of chefs, foodservice managers and members of the food media.

A short video of the cooking demonstration and tasting session can be seen

A guest chef slices U.S. red meat as part of a cooking demonstration and tasting session during the “Eating U.S. Meat, Drinking U.S. Spirits” promotion in Shanghai

Social media influencers in China shoot videos for postings on TikTok, which received more than
1.5 million views in one week