How brand strength and innovation are driving demand in Japan and Korea

Australia's reputation for quality and trust continues to underpin strong demand for red meat in Japan and Korea, with MLA investing in brand-building, advocacy and market innovation to maintain a competitive edge.

Speaking on the most recent episode of the On the Ground podcast, MLA Regional Manager for Japan and Korea Travis Brown said there is still significant growth potential across both markets despite increasing competition and challenging economic conditions.

One area attracting industry attention is the potential for Brazil to gain market access to Japan and Korea in the coming years.

While timelines remain uncertain, Travis said MLA is proactively preparing for the possibility of increased competition by strengthening the position of Australian beef in market.

"We do expect that Brazil will enter the market," Travis said.

"Australia is expected to maintain a tariff advantage when Brazil first gains access. Brazil will likely be competitive on export pricing, but whether that translates into a lower landed cost for importers remains uncertain."

Rather than focusing solely on price, Travis said MLA's priority is ensuring customers throughout the supply chain clearly understand and value what Australian beef represents.

"We have insights and data that clearly show that the Australian brand is very well known and very well respected by consumers in both markets," Travis said.

"The job that we have to do at the moment is demonstrate that the brand has value and continue embedding that brand and all the messages and values it represents with key stakeholders across the industry."

According to Travis, Australia's reputation for quality, safety, trust and consistency remains a significant differentiator, particularly in retail environments where country-of-origin labelling is mandatory.

While Brazilian product may find an easier pathway into foodservice channels initially, consumer trust in Australian red meat continues to be a major asset for exporters and supply chain partners.

Father's Day campaign delivers strong results

One example of the Australian brand delivering value was MLA's recent Father's Day campaign in Japan.

Now in its third year, the initiative aims to build a strong association between Father's Day and Australian beef, creating a new consumption occasion in a market where the celebration historically has few food-related traditions.

The results exceeded expectations.

More than 3,000 retail and foodservice outlets across Japan participated in the campaign, while a supporting consumer promotion generated approximately 70,000 entries.

Importantly, participating stores recorded growth despite operating in an otherwise flat market.

"We saw an average volume growth of 2% in a flat market," Travis said.

"But what was really impressive was that value growth far outstripped volume growth."

Value increased by eight per cent across participating outlets, while stores that executed the campaign particularly well achieved value growth of 15–20%.

For Travis, the results provide a compelling case for greater industry participation in future years.

The next stage of the campaign will focus on working more closely with importers and wholesalers to broaden reach and leverage larger sales networks across the country.

A growing network of advocates

Beyond traditional marketing programs, MLA continues to invest in advocacy through its Lambassador and Aussie Beef Mates programs.

Japan now boasts one of the largest and most active advocate networks in MLA's international portfolio, with more than 30 ambassadors spanning chefs, nutritionists, influencers and food industry professionals.

Each year the group comes together to discuss market trends, campaign opportunities and new ways to promote Australian red meat.

"They're an incredible bunch of people, extremely passionate about Australian red meat," Travis said.

"We've got everything from Michelin-star chefs to nutritionists to influencers."

The diversity of the network is one of its greatest strengths. Members are located throughout Japan, from Hokkaido in the north to Okinawa in the south, creating opportunities to connect with consumers and industry audiences nationwide.

"The outcome of the session is not only do we give them some direction of how we want to work with them this year, but they also come back to us with new ideas and new ways they might be able to help us promote across the industry," Travis said.

Nutritionists helping reach new audiences

A newer area of focus for MLA is engagement with nutrition professionals.

Recently, nutritionists from Japan and Korea participated in a delegation to Australia, gaining firsthand insights into the country's red meat industry.

Travis sees significant opportunities to work with these advocates moving forward.

"They're speaking to a different community of consumers than what we would typically speak to," he said.

"These nutrition influencers are often speaking to a slightly younger demographic, more focused on fitness, health and wellbeing."

The timing is particularly relevant, with growing consumer interest in protein and nutrition across both markets.

Through structured content and ongoing engagement, MLA hopes to leverage the nutritionists' expertise and credibility to communicate the role of Australian red meat in healthy lifestyles.

Year of the Sheep presents a unique opportunity

Looking ahead, Travis is particularly excited about the opportunities presented by the upcoming Lunar Year of the Sheep in 2027.

Occurring once every 12 years, the event offers a unique promotional platform for the sheepmeat category.

"There's definitely an opportunity there," Travis said.

"We're reminding exporters, importers, retailers and foodservice operators now that if people don't start planning around menus, supply and promotions, the opportunity will sneak up on them."

While any uplift may be concentrated into a relatively short period around Lunar New Year celebrations, Travis believes the event can help increase trial and awareness of lamb and sheepmeat products.

He sees foodservice as the most effective pathway for growth.

"There's still a lack of confidence in cooking lamb or sheep meat at home, but there is definitely a willingness and an openness to try it in the hands of a great chef and a restaurant."

Korean content strategy continues to gain momentum

Meanwhile in Korea, MLA's innovative digital content programs are delivering impressive engagement results.

Building on the success of the Chego's Table series, MLA recently launched Chego's Food Truck with Aussie Beef Mate Chef JP Park.

The infotainment-style series combines cooking, education and entertainment while showcasing Australian beef to Korean audiences.

Episodes feature Chef JP and a local comedian visiting a range of locations, including culinary schools, hospitality venues and community groups, using Australian beef to create engaging stories and practical cooking demonstrations.

The results have been remarkable.

While Chego's Table regularly achieved more than two million views per episode, Chego's Food Truck is now attracting between three and four million views per episode, alongside strong audience interaction.

"It's not just the views. You actually see a heap of engagement on the videos. People are saying they love Australian beef because it's clean, natural, safe, healthy and delicious" Travis said.

The success has contributed to strong brand indicators in Korea, with awareness, preference and purchase intent all showing positive momentum.

For Travis, the results reinforce the importance of finding new ways to connect with consumers while staying focused on the qualities that have made Australian red meat a trusted choice in Japan and Korea for decades.

As competition intensifies across global markets, it is that combination of brand strength, industry advocacy and innovation that will continue underpinning Australia's success.