Nebraska beef battles for recognition in Japan's competitive market

LINCOLN, Neb. — Nebraska's beef industry, a major contributor to the state's economy, is facing challenges in expanding its market presence in Japan, despite the country being the second-largest importer of Nebraska beef. In 2024, beef imports to Japan totaled approximately $398 million, accounting for about 20% of all Nebraska exports.

"Japan is a huge market for us and has been for a long time, so we really prioritize building those relationships with people over there," Nebraska Trade Representative Jordan Schlake said.

However, Schlake noted that while Nebraska beef imports remain steady, growth has been hindered by factors such as a weak yen, high imported beef prices, and a lack of name recognition for Nebraska in Japan.

Yusuke Mandokoro, CEO of a Japanese marketing firm, is working with the Nebraska Department of Agriculture to address these challenges. Mandokoro, who was impressed by Nebraska during a visit while living in the U.S., aims to bridge the gap between Nebraska and Japan.

"I want to bridge Nebraska and Japan somehow, hopefully. I mean that’s my personal dream kind," Mandokoro said.

In Japan, where geographic association and branding are crucial, Nebraska is struggling to compete with the strong presence of Wagyu beef. Mandokoro's company is developing a brand called "Captain Beef" to promote Nebraska's products as fun and flavorful.

"Because the wagyu is really strong in Japan as well, so Japanese market is really difficult to sell beef product from United States," Mandokoro said. He believes that branding Nebraska beef patties could be the key to competing with Wagyu.

Efforts to enhance Nebraska's image include creating a website for the state and organizing a Nebraska collaboration fair with American-themed restaurants. The campaign has received positive feedback from Japanese consumers who appreciate American culture and food.

"The people who likes American culture and who likes American food, had a good reaction to this campaign," Mandokoro said.

Schlake remains optimistic about the future, anticipating that the yen will stabilize in a few years. Combined with ongoing marketing efforts, he believes Nebraska beef sales are on a promising trajectory.

"I think the future is bright, particularly for Nebraska and Japan," Schlake said.