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...

ANALYSIS: US Ribeyes & Tenderloins, Easter 2024 vs 2025

Using Circana retail scanner data, we analyzed total ribeye and tenderloin sales during the week leading up to Easter and Easter week itself to compare buying activity in 2024 (the Catholic Easter) and 2025 (the combined Orthodox and Catholic Easter). Both cuts posted strong year-over-year growth: ribeye sales rose 16%, increasing from roughly $579 million in 2024 to $670 million in 2025, while tenderloin sales climbed 17%, from $126 million to $147 million.

In 2025, the alignment of Orthodox and Catholic Easter on the same date created a more concentrated holiday demand window, likely boosting promotional activity and driving more focused consumer engagement. As a result, many shoppers consolidated purchases into a single peak buying period, contributing to the notable increase in total sales for both items...