ON ASIAN MARKETS
European beef information and promotion campaign
ABOUT THE PROGRAMME
April 2024 marked the initiation of the subsequent edition of the ‘European beef in Asian markets’ campaign, a continuation of the 2022 campaign and UPEMI’s promotional and informational endeavours in the Japanese market, promoting beef imported between 2018 and 2021.
The ‘European beef in Asian markets’ programme was initiated by the Union of Producers and Employers of the Meat Industry (UPEMI), a leading industry organisation comprising more than 110 entities in the Polish meat sector.
The campaign allows European producers to exhibit their current product offerings and enhance their understanding of the expectations of beef consumers in Asia.
For further information, refer to About the Programme page
Read moreNews
European beef offers an excellent taste and consistent, repeatable quality. Due to the strict production standards enforced in European Union countries, importers from Japan and Hong Kong can rely on the fact that every delivery meets the same high standards. This consistency aids in sales planning and builds customer confidence. The quality of European beef … Continued
European beef is gaining increasing importance in the demanding Asian markets. Japan and Hong Kong, where the demand for high-quality beef is steadily growing, are becoming key export destinations for producers from the European Union. The new brochure, prepared as part of the campaign “European beef on Asian markets – Continuation”, presents the advantages of … Continued
From September 28 to October 5, 2025, the Union of Meat Industry Producers and Employers (UPEMI) organised a trade mission to Japan as part of the project “European Beef in Asian Markets – Continuation.” The project sought to reinforce the presence and recognition of European beef in the Japanese market through various promotional activities, meetings … Continued
EUROPEAN BEEF SECTOR
The European Union (EU) is one of the world’s major beef producers. Its cattle herd is estimated to be approximately 78 million1.
Within the European Union are large farms that specialise in pure beef cattle production and organic farming, alongside farms that focus on fattening mixed breeds or rearing dairy cattle. European exporters, therefore, have a diverse range of beef in many product and price categories.
For more information, refer to the European Beef Sector page
EXPORT TO JAPAN
Japan is not self-sufficient in beef and its related products. Indigenous production is insufficient in relation to demand. European beef sales to Japan have been growing steadily since 2017. In 2023, European Union countries exported 92,031 tonnes of this meat to Japan, and by June 2024, exports totalled 40,893 tonnes. This significant increase shows the great potential for trade between the EU and Japan in this product range.
For more information, see the Export to Japan page
Read moreEXPORT TO HONG KONG
Hong Kong is one of the leading importers of beef from the European Union. In 2023, the country imported 69,729 tonnes of beef from Europe; by June 2024, it had already amounted to 41,926 tonnes. These figures confirm the huge trade potential for beef exports to the Hong Kong food market.
For further information, see the Export to Hong Kong page
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1 Information from agriculture.ec.europa.eu webpage
2 Data from the European Commission “Beef & Veal Market Situation” report
3 Information from agriculture.ec.europa.eu webpage
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