USMEF Launches “Father’s Day is US Beef Day” Initiative in Japan

Comprehensive campaign connects U.S. beef to Father’s Day while boosting consumer demand through retail and foodservice promotions.

Inflation and a weakened currency continue pushing Japan’s food prices upward. With the yen recently hitting its weakest level in 40 years, Japanese consumers are naturally trading down to less expensive food options, particularly for everyday items. At-home consumption of beef dropped 3% in 2025, and has fallen 15% since 2019, according to Japan’s Agriculture & Livestock Industries Corporation.

While retail sales for imported beef are down, the weakened yen is boosting tourism. Last year, a record 42.7 million tourists visited Japan, a 16% increase over 2024, per...

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