Japan

The MLA Japan office is conveniently located in the business district of Yurakucho and easily accessible by multiple train lines. An experienced team of six staff work to enhance the preference and awareness of Australian red meat among Japanese trade, retail, foodservice, and consumers.

Japan remains one of Australia’s most significant and stable export markets for red meat, ranking among the top three most valuable markets for beef and within the top ten for sheepmeat. Total Australian red meat exports to Japan were valued at around $2.2bn in 2024 with Australian beef and sheepmeat enjoying market leadership positions in both categories. Despite its well publicised ageing and declining population, the strategic importance of the Japanese market is underscored by its enduring status as one of the world’s largest economies, ranking fourth globally in 2024. 

Australian beef and sheepmeat enjoy hard-earned and enviable reputations for safety and quality which should continue to be supported for years to come. While the beef category is well established and relatively mature, further opportunities exist for sheepmeat, particularly amongst younger generations.

MLA’s strategic focus in Japan is to raise awareness and preference for Australian red meat across all channels. Efforts are directed at enhancing availability and accessibility of Australian products, adapting to evolving consumption behaviours, and maintaining a strong market position in a dynamic environment. Some of MLA Japans focus areas include:

• Strengthening country of origin branding
  Continued investment in the Aussie Beef, Lamb, and Goat brands through year-round digital, social, and PR engagement. Improving branding penetration across online and offline channels remains a priority, with additional consumer engagement at events such as Osaka Expo 2025 and outdoor festivals.
• Consumer campaigns and activations
  Building on the success of linking Father’s Day to beef consumption, MLA will further develop and execute targeted campaigns during key periods to maximise exposure and reinforce positive messaging around Australian red meat.
• Targeted business development
  Strategic investment in key accounts to support increased distribution, product knowledge, and sales outcomes for Australian red meat.
• Aussie Meat Academy engagement
  Delivery of informative and educational experiences through the Aussie Meat Academy (AMA) platform to positively influence perceptions and encourage usage.
• Ambassador Network expansion
  Ongoing support and growth of the ‘Aussie Beef Mates’ and ‘Lambassadors’ networks, providing influential voices across multiple programs.
• Market access and insight sharing
  Collaboration with stakeholders in both Japan and Australia to provide relevant data and market intelligence, supporting informed decision-making and industry objectives.