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U.S. Wagyu Beef Sampled by Consumers at Shanghai Retail Event

U.S. beef served in sukiyaki-style hot pot was the centerpiece of a tasting event hosted by USMEF at a City Super retail store in Shanghai.

Funded by the USDA Market Access Program (MAP) and the Beef Checkoff Program, the activity was an opportunity to promote U.S. beef and U.S. wagyu beef to Chinese consumers at a time when Australian wagyu beef is in short supply in the market, according to Ming Liang, USMEF marketing director in China.

A short video from the event can be seen here.

“City Super, a boutique chain, is playing an important role for branded U.S. chilled beef in China,” said Liang. “In addition to its established sales of chilled U.S. beef products, City Super introduced U.S. Mishima Reserve wagyu beef in 2020. This recent tasting event helped build awareness and recognition of high-quality, grain-fed U.S. beef.”

Sukiyaki is gaining popularity among Chinese consumers in the Shanghai region, so USMEF decided to serve sukiyaki hot pot to demonstrate the flavor of U.S. wagyu and U.S. Prime.

The City Super tasting event was divided into three sessions, with 30 participants in each session. USMEF opened each session by providing background information about U.S. beef production and food safety.

U.S. wagyu and U.S. Prime beef were served in sukiyaki hot pot dishes during a UMSEF promotion in Shanghai

Chef Chen Bin, former executive chef of the United Nations Development Program in Denmark, led the educational presentation and the subsequent tasting. Chen prepared two dishes with U.S. beef strip loin as the appetizers: Beef tagliata with chimichuri sauce and U.S. Mishima Wagyu beef Japanese beef tataki with yuzu sauce. For the main sukiyaki courses, U.S. Prime boneless short ribs, Mishima wagyu top blade and Mishima wagyu beef rib fingers were used.