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

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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 their in-depth knowledge about authentic Wagyu beef, while also 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.

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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, tender marbling that creates a delicious flavor. This layer of fat not only makes the meat tender but also provides a rich, melt-in-your-mouth richness. The sweet flavor of the meat combined with the rich fat creates a perfect harmony, making the dish unique and different from other types of beef.

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Japanese experts share their knowledge and demonstrate how to slice Wagyu beef. Photo: J-LEC

What makes Wagyu beef special is its unique and sustainable farming method. Raised in the pristine natural environment of Japan – a country where over 70% of the land is covered by mountains and forests – the Wagyu cattle enjoy a comfortable life in a clean environment. The farms employ a sustainable circular agriculture model, in which the cattle are fed primarily on straw from rice fields after harvest. The cow manure is then recycled into fertilizer, which is returned to nourish the rice fields, creating a closed and environmentally friendly ecological cycle.

According to Yoshitomo Kinoshita, President of the Japan Beef Export Promotion Association, understanding the Vietnamese market, consumer preferences, and tastes will help boost beef exports to Vietnam. This is especially true since Wagyu beef is considered to be of high quality and well-suited to Vietnamese palates.

In 2024, Japanese Wagyu beef exports to Vietnam doubled compared to the previous year. This reflects the growing popularity of this product among Vietnamese consumers, particularly in high-end restaurants, hotels, and upscale events.

Along with the development of the economy , the average income of people and the middle class in Vietnam are increasing rapidly, enabling them to pay more for expensive imported products. Therefore, consumers are increasingly favoring premium 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 in Vietnam, the Group has observed that most Vietnamese consumers mainly use the most expensive parts of the cow, accounting for about 10% of the total weight of a cow (approximately 300kg). These parts, including tenderloin, shank, and other parts with attractive marbling, are often very expensive, making Wagyu beef inaccessible to many.

To address this issue and boost Wagyu beef exports to Vietnam, Mr. Phuc stated that Japanese distributors need to export other parts of the cow at lower prices, creating products that cater to a wider range of customers, not just the high-end segment. These parts, although lower in value, can still offer excellent flavor if processed correctly, comparable to more expensive cuts of meat.

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Wagyu beef is paired 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 finest beef cuts. With a focus on diversifying cooking methods and maximizing the use of all parts of the Wagyu beef, Vietnamese consumers will soon have the chance to enjoy this exceptional beef at a more affordable price.

The Dinh