Actually, the consumption of beef in Japan has a long tradition, even despite the huge popularity of fish and seafood in Japanese diet. Cattle is raised in Japan, including the renowned and respected Wagyu breeds. Japanese production, however, does not cover internal demand, which is why some beef is imported. The solution to the beef deficit in Japan is its import, including trade with the European Union.

The Agreement between the European Union and Japan for an Economic Partnership – EPA has been in force since February 1, 2019. It eliminates customs duties and other regulations restricting trade, including for a large part of agricultural goods. This agreement offers new opportunities for European-Japanese cooperation. Sales of European beef to Japan have been steadily increasing since 2017. The EU exported 4,281 tons of beef in 2017, and 19,926 tons in 2022. This is a huge increase, which shows the great potential for trade between the EU and Japan in this assortment. Thus, European producers look to the future with hope, counting on further dynamic development of export cooperation. The readiness  of beef producers’ for permanent cooperation is confirmed by the continuous improvement of competences and expansion of the product offer, tailored to the expectations of the most demanding recipients from Japan and Hong Kong.

The program “European beef on Asian markets” was initiated by the Union of Producers and Employers of Meat Industry (UPEMI) – a leading industry organization, associating over 110 entities in the Polish meat sector. UPEMI is an association representing producers in contacts with public institutions, conducts promotional and marketing activities on behalf of its members, also with a view to developing a sales network and international contacts, as well as raising internal production standards and the widespread use of good production practices.

The campaign “European beef on Asian markets” is a continuation of the previous program carried out between 2018-2019 and in 2021 under the name “Beef from Poland on the Japanese market”. It is aimed at Asian importers and distributors of beef as well as at public opinion leaders. All activities carried out under the program were preceded by the preparation of a detailed communication strategy, and the activities were supplemented by the preparation of information materials addressed to the target groups of the project, i.e. Asian importers and European producers. In its daily activities, UPEMI focuses on establishing effective trade contacts, hence the activities are carried out in constant cooperation with the Embassies of the Republic of Poland and the Foreign Trade Office of the Polish Investment and Trade Agency.