ATO Japan created the “Enjoy BBQ!” concept and guidebook to raise awareness and acceptance of U.S. agricultural products utilizing U.S. style classic Barbeque images. BBQ is a popular outdoor activity in Japan. But, Japanese consumers view BBQ cooking very different from classic BBQ in the United States, and less knowledge of U.S. style slow cooking BBQ. “Enjoy BBQ!” is the concept ATO created for encouraging Japanese buyers to know essential link between classic BBQ cooking and U.S. agricultural products. The concept of “Enjoy BBQ!” and the guidebook are expected to promote productive business meetings between U.S. food suppliers and Japanese buyers, with an informal atmosphere. The “Enjoy BBQ!” concept obviously enhances marketing opportunities of U.S. meats export to Japan which encouraged by the relaxation of the age threshold from cattle 20 months old or younger to less than 30 months of age, became effective on February 1, 2013.
The concept and the guidebook were unveiled at the ATO Tokyo’s Great American Barbeque Trade Showcase, held in September 2013.
