Japanese Wagyu Promotion Expands Across U.S. Cities

The Japan Livestock Products Export Promotion Council (J-LEC) has launched its fifth annual campaign promoting Japanese Wagyu in the United States. The initiative, titled "Deep Dive into the Wonders of Japanese Wagyu -Farm to Our Table-," began on November 15, 2024, in collaboration with JFOODO. Restaurants in New York City, Los Angeles, San Francisco, and Miami are key partners.

This year's campaign focuses on showcasing the meticulous farming practices of Japanese cattle farmers. An educational video featuring interviews with farmers was produced to highlight the uniqueness of Japanese Wagyu. Additionally, Benihana, a notable participant in the campaign, is featuring Japanese Wagyu on its menu for the first time across multiple locations.

Consumers in target cities will experience Japanese Wagyu through exclusive menu offerings and lifestyle events held throughout November and December. Events in New York City and Los Angeles will include film presentations and dishes created by top chefs, emphasizing the exquisite quality and flavor of Japanese Wagyu beef.