On January 14, 2025, the Japan Livestock Products Export Promotion Council (J-LEC) organized the Wagyu Beef Master Class - Japanese Culinary Delights event in Ho Chi Minh City, with the participation of more than 200 representatives from restaurants and hotels in the area, to disseminate knowledge and promote authentic Wagyu beef products.

picture 1.jpg
Wagyu Beef Master Class - Japanese Culinary Delights event in Ho Chi Minh City. Photo: J-LEC

This is an opportunity for Japanese experts to share in-depth knowledge about authentic Wagyu beef, while introducing the unique culinary culture of the land of the rising sun.

According to J-LEC, over the past five years, Japan's Wagyu beef exports have increased by 400%, thanks to the global popularity of “washoku” (traditional Japanese cuisine), which is recognized by UNESCO as an Intangible Cultural Heritage.

picture 2.jpg
Wagyu beef is known for its superior quality. Photo: J-LEC

Wagyu beef from Japan has long been known for its superior quality thanks to its dense, soft marbling, which creates a delicious flavor. This layer of fat not only makes the meat tender but also brings a rich, melting flavor as soon as it touches the tongue. The sweet flavor of the meat combined with the rich fat creates a perfect harmony, making the dish unique and different from ordinary beef.

picture 3.jpg
Japanese expert shares about and demonstrates Wagyu beef cutting. Photo: J-LEC

The special thing about Wagyu cattle lies in the unique and sustainable farming method. Raised in the pristine natural environment of Japan - a country with more than 70% of its area covered by mountains and natural forests - Wagyu cattle enjoy a comfortable life in a clean space. The farms apply a sustainable circular agricultural model, in which the cattle are fed mainly with straw from rice fields after the harvest season. The cow manure is then recycled into fertilizer, returned to nourish the rice fields, creating a closed and environmentally friendly ecological cycle.

According to Mr. Yoshitomo Kinoshita, Chairman of the Japan Beef Export Promotion Association, understanding the market, tastes and preferences of Vietnamese people will help boost beef exports to the Vietnamese market. Especially when the quality of Wagyu beef is assessed to be suitable for Vietnamese tastes.

In 2024, the export volume of Japanese Wagyu beef to Vietnam doubled compared to the previous year. This reflects the preference of Vietnamese consumers for this product, especially in high-end restaurants, hotels and luxury parties.

Along with the development of the economy, the average income of people and the middle class in Vietnam is increasing rapidly, with higher ability to pay for expensive imported products. Therefore, consumers increasingly favor high-end beef products such as Wagyu.

According to Mr. Ta Minh Phuc - representative of the International Sales Department of Kamichiku Venture Spirit Group, after 7 years of presence in Vietnam, the Group has realized that most Vietnamese consumers mainly use the most expensive parts of the cow, accounting for about 10% of the total weight of a cow (about 300kg). These parts, including the tenderloin, thigh meat and other parts with beautiful marbling, are often very expensive, making Wagyu beef a dish that not everyone can access.

To solve this problem and boost Wagyu beef exports to Vietnam, Mr. Phuc said that Japanese distributors need to export other parts of the cow, at lower prices, to create products that can serve a wider range of customers, not just limited to the high-end segment. These parts, although of lower value, if processed properly can still bring great flavor, not inferior to expensive meat parts.

image 4.jpg
Wagyu beef is combined with Vietnamese pho. Photo: J-LEC

The Wagyu Beef Master Class event opens up opportunities for Vietnamese consumers to access one of the world's most premium beef. With the orientation of diversifying processing methods and making the most of Wagyu beef parts, Vietnamese consumers will soon have the opportunity to enjoy this special beef at a more suitable price.

The Dinh