A report from the Japan Tourism Agency provided further confirmation of the country’s tourism boom: Spending by international visitors in 2025 increased 16% year-over-year to record levels. For U.S. beef, tourism growth is creating opportunities in new regions such as Okinawa.
Okinawa is the southernmost and westernmost prefecture of Japan, consisting of a chain of islands located about 1,300 miles southwest of Tokyo. With a population of about 1.5 million, Okinawa is also a popular destination for inbound tourists and domestic travelers. With a long-standing U.S. military presence on the island, Okinawans are familiar with American food culture but primarily consume lower-priced, grass-fed beef from Australia and New Zealand. When tourism began rebounding on the island in 2024, the U.S. Meat Export Federation (USMEF) initiated market development efforts to introduce U.S. beef to the trade.
To increase awareness and raise the profile of U.S. beef in Okinawa, USMEF partnered with 20 restaurants for a monthlong promotion, amplified on television and social media through one of Okinawa’s most popular television shows. USMEF utilized the Okinawan TV program “Ageage Meshi” (Hyped Dish) to raise awareness about U.S. beef and draw customers to participating restaurants. Local steakhouses featured U.S. hanging tender while local yakiniku chains promoted U.S. tongue, hanging tender and outside skirt. One well-known steakhouse promoted U.S. ribeye, tenderloin and brisket.
“Steak 88 Jr. is one of the most popular steakhouses in Okinawa and is well-known even among tourists, especially from Korea,” said USMEF Foodservice Manager Masatoshi Takanashi. “After the TV program aired, participating restaurants saw 10% increases in customer numbers compared to the same period in the previous year.”
Takanashi also reports that, following the success of its promotion, Steak 88 Jr. switched its primary steak items—ribeye and tenderloin—to U.S. beef.
The monthlong promotion was made possible with support from the Beef Checkoff. — USMEF
