Irish beef will be on the menu in Japan this Christmas, with prominent Toyko restaurant chain Negishi agreeing a new deal to import rib-eye.
This is the first time that Irish steak will feature on the menu of a popular restaurant in Japan.
Negishi, which has 40 outlets in the Tokyo area, specialises in various kinds of grilled beef tongue, regarded as a delicacy in Japan. From December 10th to 25th, the restaurant chain will offer customers across 10 of its busiest locations Irish beef.
Joe Moore, Bord Bia's Japan market specialist said: "Knowledge and awareness of Ireland as a stable source of quality beef has increased significantly in the Japan market in recent years. We are thrilled that Irish grass-fed steak will for the first time be appearing on the menu of one of Japan's most prominent restaurant chains."
Irish beef exports to Japan have grown significantly in recent years. A total of €15.7 million in value of beef was exported in 2020, almost double the €9.5 million exported in 2019. Ireland is now the seventh-largest beef exporter to the Asian country.
