Aussie Beef shines in Japan for Gourmet Burger Month

Hilton Hotel Group Japan’s Gourmet Burger Month menu

In celebration of International Burger Day (28 May) MLA partnered with the Hilton Hotel Group in Japan to develop and promote a limited-time luxury burger menu. In the lead up, MLA worked closely with Hilton chefs and food and beverage teams to run an internal, nationwide competition to create the perfect burger.

Aussie Beef was selected as the sole beef supplier for the promotion, with two winning burgers featured on special menus from 26 May to 25 June 2025 across 20 Hilton group hotels in Japan.  The price of the premium burgers ranged between A$40–50 each - enhancing Australia’s reputation as a producer of the highest quality beef. 

The endorsement from one of the world’s leading luxury hotel chains alone was significant. However, additionally, the Aussie Beef logo was exposed to millions of consumers across hotel properties on monitors, in-restaurant and in-room dining menus, in-room TV’s and across Hilton’s digital channels.

Travis Brown, MLA’s Japan Regional Manager, had positive words about the partnership.

"We are delighted that Aussie Beef was selected as the sole beef partner for Hilton’s special menu for Gourmet Burger Month.

“The Hilton Group is globally recognised for its hospitality and culinary excellence. To have them choose Aussie Beef reinforces our ability and efforts to consistently deliver on the important platforms of quality, safety, diversity and sustainability.

“To have our product in the hands of expert chefs inside the Hilton group guarantees their guests an unforgettable burger experience", Travis said.