Beef production provides
jobs and income to many Kansans, and beef exports play
an important role in that industry. Japan is the top
foreign export market for Kansas beef. South Korea is
not far behind, and China is expected to purchase more
U.S. beef in the future. U.S. beef enriches the selection
of food products in China, Japan, and Korea and supplies
the hotel and restaurant industries in these countries
with an important menu ingredient.
In East Asia, as in Kansas, most cattle have traditionally
been raised by farming households. Farm families in
Asia value their traditional ways of life, just as Kansas
farm families do. Some of the husbandry techniques of
East Asian cattle farmers, however, are quite different
from those used by Kansas ranchers. Examination of the
similarities and differences between cattle raising
in Kansas and in Asia reveals some of the economic,
environmental, and technical challenges faced by cattle
farmers on both sides of the Pacific.
As a result of distinctive cultural traditions, consumers
in different East Asian countries shop for and eat beef
very differently. In China, beef has traditionally been
a special occasion or restaurant dish. U.S. beef is
a premium, luxury item served in restaurants and hotels.
Grocery shoppers in China, especially those outside
of major urban centers, are less knowledgeable about
different cuts or quality indicators of beef. Beef consumption,
however, is growing rapidly and many consumers may begin
looking for a higher quality product. In Korea, beef
has been an important ingredient in many traditional
dishes. While Koreans have traditionally preferred Korean
beef, they are increasingly willing to buy U.S. beef,
in part due to its competitive price. U.S. beef is now
marketed alongside Korean beef and competes well. In
Japan, shoppers look for high-quality, attractively
packaged, consistent products. Kansas beef has become
identified as a brand, a symbol of the robust, cowboy
tradition of the United States. U.S. beef is also an
important ingredient in modestly priced, standardized
restaurant food, such as rice bowl dishes. In all three
East Asian countries, U.S. beef offal is also a popular
product, used for example in soup in Korea and China
and in yakiniku (grilled meat on a stick) in
Japan. Understanding the preferences and customs of
East Asian consumers and the ways Kansas beef is perceived
in these societies will allow for more effective and
targeted marketing of Kansas beef in China, Japan, and
Korea.
As the United States continues to market beef in Asia,
there will of course be concerns to be addressed through
discussion and negotiation, both at the commercial and
governmental levels. Tariff and non-tariff issues, such
as country of origin labeling (COOL) and other questions
will continue to require discussion, as all countries
involved look for mutually acceptable approaches to
protecting livelihoods of domestic producers, preventing
spread of disease, and supporting a diverse and robust
food supply system.
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Kansas beef exports to East Asia have been increasing
in recent years and are expected to continue rising.
Expanding economies, a rising standard of living in
China and Korea, and a recovering economy in Japan are
expected to increase consumption of meat and of imported
foods. Production of beef in East Asia may also increase,
particularly in China, but limitations on grazing land
and growing consumption levels are expected to continue
to provide opportunities for U.S. beef. Maintaining
the appeal of U.S. beef in those markets, however, will
require careful attention to the economics of beef production,
marketing and consumption in these societies, as well
as the cultural context in which beef is raised and
consumed. The Kansas/Asia Community Connection will
continue to explore these issues and will offer a broad
range of information to those interested in agriculture
and rural issues in Kansas and in Asia. We welcome comments
and suggestions from our readers.
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