Promotions Differentiate US Beef in Untapped Japanese Market

Market development efforts in Okinawa accelerate as USMEF utilizes TV and social media to support a monthlong foodservice promotion for U. S. beef.

A report from the Japan Tourism Agency provided further confirmation of the country’s tourism boom: Spending by international visitors in 2025 increased 16% year-over-year to record levels. For U.S. beef, tourism growth is creating opportunities in new regions such as Okinawa.

Okinawa is the southernmost and westernmost prefecture of Japan, consisting of a chain of islands located about 1,300 miles southwest of Tokyo. With a population of about 1.5 million...

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