U.S. Beef Featured at Prominent Beef Festival in Thailand
Despite tariff disadvantages for U.S. beef, several factors point to expanding opportunities in Thailand, including a potential trade agreement.
While beef from Australia, New Zealand and Japan benefit from zero duties in Thailand under free trade agreements, U.S. beef is currently tariffed at 50%. But a signed framework for an agreement on reciprocal trade between the U.S. and Thailand in Oct. 2025, aimed at reducing trade barriers, offers hope to importers and U.S. exporters for a leveled trade environment.
In addition to potential tariff relief, supply and demand factors point to expanding opportunities in Thailand for U.S. beef. Domestic beef production is flat and unlikely to increase while demand for beef continues to grow. According to Euromonitor International, Thailand’s overall beef demand is forecast to grow by an average of 6.1% annually through 2029. Thailand’s economy is Southeast Asia’s second largest.
Meanwhile, growth in Korean barbecue and Japanese yakiniku-style restaurant chains in Thailand continue to shape consumer expectations for marbling and tenderness, where U.S. beef excels. USMEF also sees expanding opportunities for steaks and premium burgers.
“U.S. beef already has a presence in premium segments of the foodservice and retail sectors in Thailand and opportunities are growing,” says USMEF ASEAN Director Sabrina Yin.
Yin and Marketing Manager Jonathan Neo attended Thailand Beef Fest ‒ a three-day festival in Bangkok ‒ to make sure U.S. beef stood out. An International Pavilion organized in collaboration with the embassies of four countries ‒ the U.S., Brazil, Japan, and Australia ‒ showcased world-class premium meats. The festival also featured a beef restaurant zone, which included more than 50 well-known, beef-oriented restaurants presenting their signature dishes.
“We are working to support U.S. beef importers by growing awareness of U.S. beef’s quality and its profit potential,” Yin says. “Thailand Beef Fest was an ideal opportunity to do that.”
A USA Pavilion featured product displays and samplings of U.S. beef striploin and ribeye for visitors. USMEF also held a seminar about U.S. beef production and quality, and utilized a guest chef from Thailand to conduct a live cooking demonstration with U.S. beef striploin.
Funding support for the festival was provided by the Beef Checkoff Program.