Japanese Wagyu producers hope to beef up exports as locals shy away from red meat

An association of beef producers, wholesalers, and the city government of Matsusaka in Mie Prefecture plan to raise the quota of cattle exports

Domestic sales are declining as health concerns prompt local consumers to eat less red meat and meat with a high fat content

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Matsusaka wagyu beef is valued for its high fat content, extensive marbling, rich flavour and tenderness. Photo: Shutterstock

Published: 8:30am, 9 Mar 2023

Japanese producers of one of the nation’s most premium “Wagyu” meat are looking to beef up exports to regions including Southeast Asia and the Middle East, as insiders notice a health shift by domestic consumers away from red meat.

An association of beef producers, wholesalers, and the city government of Matsusaka in Mie Prefecture, central Japan, are planning to raise the quota of cattle exports from 24 in 2022 to 700 in 2024.

Matsusaka cattle have been exported to Hong Kong since 2016, although just six were sent to the city in the last nine months of last year. Similarly limited numbers have been exported to Singapore, the United States, Thailand and Vietnam.

The Nikkei newspaper said the beef is expected to prove popular with wealthy consumers in the Middle East, Southeast Asia and the US, with Kobe and Omi beef already attracting a firm following among connoisseurs.

The first promotional event to spearhead the campaign was held in Dubai on Wednesday, with “yakiniku” grilled meat and “shabu-shabu” hotpot dishes served to members of the royal family, local government officials, media and social influencers. To meet local requirements, the cow was slaughtered at a halal-certified slaughterhouse.

Matsusaka beef comes from Japanese Black cattle, one of six indigenous cattle breeds, and is reared under strict conditions in a limited geographical area in Mie Prefecture, where calves must be registered as purebred through the Matsusaka Beef Management System. The cows take about three years to mature, with only virgin female cows sold for beef. Just 8,000 cattle are processed for consumption every year.

The meat is prized for its high fat content, extensive marbling, rich flavour and tenderness, said an official of the Matsusaka government office overseeing the local industry.

Japan began raising top-quality beef from the late 19th century. Photo: Shutterstock