澳大利亚凭借品质与可靠的口碑，持续支撑日本、韩国市场对红肉的旺盛需求。澳大利亚肉类与畜牧业协会（MLA）投入资源开展品牌建设、行业倡导及市场创新，以此维持竞争优势。

在最新一期《实地见闻》播客节目中，MLA日韩区域经理特拉维斯·布朗表示，尽管市场竞争加剧、经济环境严峻，日本与韩国两大市场仍具备可观的增长潜力。

巴西未来数年有望获得日本、韩国市场准入资格，这一可能性正受到行业广泛关注。

特拉维斯表示，尽管准入时间尚不确定，但澳大利亚肉类与畜牧业协会（MLA）正未雨绸缪，通过巩固澳大利亚牛肉的市场地位，应对竞争加剧的潜在局面。

“我们预计巴西终将进入这两大市场。”特拉维斯称。

“巴西刚获得市场准入时，澳大利亚仍将保有关税优势。巴西出口报价或具备竞争力，但该优势能否转化为进口商实际更低的到岸成本，目前尚无法确定。”

特拉维斯提到，MLA并未将重心完全放在价格层面，工作重点是让整条供应链的客户充分认知并认可澳大利亚牛肉的内在价值。

“相关调研与数据清晰表明，澳大利亚品牌在日韩两国消费者群体中知名度高、广受认可。”特拉维斯表示。

“我们当下的工作，就是充分展现该品牌的价值，持续向行业核心合作方传递品牌理念及其承载的全部内涵。”

在特拉维斯看来，澳大利亚在品质、安全、可信度与供货稳定性方面的口碑仍是核心竞争优势，在强制要求标注产地的零售渠道中尤为突出。

虽然巴西牛肉初期或许更容易切入餐饮渠道，但澳大利亚红肉所拥有的消费者信赖，依旧是本国出口商及供应链合作方的重要筹码。

澳大利亚肉类与畜牧业协会（MLA）近期在日本开展的父亲节营销活动，就是澳大利亚品牌释放价值的典型案例。

该活动已举办至第三年，旨在将父亲节与澳大利亚牛肉深度绑定。日本父亲节原本几乎没有饮食相关传统，本次活动意在打造全新消费场景。

活动成果超出预期。

日本全国超3000家零售及餐饮门店参与本次活动，配套面向消费者的推广活动收获约7万份参与反馈。

值得关注的是，在整体市场行情低迷的大环境下，参与活动的门店依旧实现业绩增长。

“大盘市场停滞不前，参与门店销量平均上涨2%。”特拉维斯说道。

“但真正亮眼的是，销售额增幅远高于销量增幅。”

全部参与门店的销售额提升8%，其中落地执行效果优异的门店，销售额涨幅达到15‑20%。

特拉维斯表示，本次亮眼的数据充分证明，未来行业应当加大对此类活动的参与力度。

活动下一阶段，将进一步深化与进口商、批发商的合作，扩大活动覆盖范围，借力全国更大规模的销售网络。

除传统营销项目外，澳大利亚肉类与畜牧业协会（MLA）还持续通过“羔羊形象大使”与“澳洲牛肉伙伴”项目开展品牌倡导工作。

日本现已拥有MLA海外项目中规模最大、活跃度最高的品牌拥护者网络之一，汇聚超过30位大使，涵盖主厨、营养师、网红博主以及食品行业专业人士。

该群体每年都会齐聚一堂，研讨市场趋势、营销活动契机以及推广澳大利亚红肉的全新方式。

“这群合作伙伴十分出色，对澳大利亚红肉抱有极高热忱。”特拉维斯表示。

“我们的大使阵容多元，既有米其林星级主厨，也有营养师与网红博主。”

网络的多元性是其核心优势之一。成员遍布日本全境，北至北海道，南抵冲绳，得以触达全国的消费者与行业从业者。

“交流会不仅由我们向他们明确本年度的合作方向，他们也会向我们输出新思路，提出可在全行业开展推广的创新举措。”特拉维斯说道。

澳大利亚肉类及畜牧业协会（MLA）近期的一个新兴工作重点，是加强与营养专业人士的合作。

来自日本和韩国的营养师近期组团到访澳大利亚，实地深入了解澳大利亚红肉产业。

特拉维斯认为，未来与这批合作倡导者开展合作具备巨大机遇。

“他们触达的消费圈层，和我们常规对接的群体有所不同。”他表示。

“这类营养领域博主面向的受众年龄普遍更低，更加关注健身、健康与身心养护。”

当下推进这项工作恰逢其时，日韩两大市场的消费者对蛋白质与营养的关注度持续攀升。

澳大利亚肉类及畜牧业协会（MLA）计划通过体系化内容输出以及持续互动，借助营养师的专业知识与公信力，传递澳大利亚红肉在健康生活方式中的价值。

展望未来，特拉维斯对2027年即将到来的农历羊年所蕴藏的机遇尤为看好。

十二年一轮的农历生肖年，为绵羊肉品类提供了得天独厚的推广平台。

“这里面确实蕴藏商机。”特拉维斯表示。

“我们正在提醒出口商、进口商、零售商以及餐饮服务商，若不提前围绕菜品、供货以及营销活动做好筹划，机会就会转瞬即逝。”

虽然销量提升大概率集中在农历新年前后较短的时间段，但特拉维斯认为该节点能够提升消费者对羔羊肉与绵羊肉产品的尝试意愿和认知度。

他认为餐饮渠道是实现增长最有效的途径。

“家庭消费者在家烹制羔羊肉、绵羊肉依旧信心不足，但大家十分愿意在餐厅，品尝专业主厨烹制的这类菜品。”

与此同时在韩国市场，澳大利亚肉类及畜牧业协会（MLA）创新数字内容项目收获了亮眼的用户互动数据。

继《Chego的餐桌》系列大获成功之后，MLA近期携手澳洲牛肉伙伴主厨朴JP，推出全新节目《Chego美食餐车》。

这档资讯娱乐类节目集烹饪科普与趣味内容于一体，向韩国受众展示澳大利亚牛肉。

节目中，朴JP主厨与当地喜剧演员走访各类场所，包括烹饪学校、餐饮机构以及社群团体，借助澳大利亚牛肉打造生动故事，开展实用烹饪演示。

节目成果十分突出。

此前《Chego的餐桌》单集播放量稳定突破200万次，而《Chego美食餐车》单集播放量现已达到300‑400万次，同时观众互动表现热烈。

“不只是播放量可观，视频下的用户互动也十分活跃。不少观众留言表示喜爱澳大利亚牛肉，称赞其纯净、天然、安全、健康且风味出众。”特拉维斯说道。

节目出圈带动韩国市场各项品牌指标向好，品牌认知度、消费偏好以及购买意愿均呈上升态势。

特拉维斯表示，该成果印证了创新触达消费者的重要性，同时要坚守澳大利亚红肉数十年来在日韩市场赢得信赖的核心品质。

全球市场竞争日趋激烈，正是品牌实力、行业推广与创新三者相结合，持续筑牢澳大利亚红肉的市场优势。

消息来源：MLA

Australia's reputation for quality and trust continues to underpin strong demand for red meat in Japan and Korea, with MLA investing in brand-building, advocacy and market innovation to maintain a competitive edge.

Speaking on the most recent episode of the On the Ground podcast, MLA Regional Manager for Japan and Korea Travis Brown said there is still significant growth potential across both markets despite increasing competition and challenging economic conditions.

One area attracting industry attention is the potential for Brazil to gain market access to Japan and Korea in the coming years.

While timelines remain uncertain, Travis said MLA is proactively preparing for the possibility of increased competition by strengthening the position of Australian beef in market.

"We do expect that Brazil will enter the market," Travis said.

"Australia is expected to maintain a tariff advantage when Brazil first gains access. Brazil will likely be competitive on export pricing, but whether that translates into a lower landed cost for importers remains uncertain."

Rather than focusing solely on price, Travis said MLA's priority is ensuring customers throughout the supply chain clearly understand and value what Australian beef represents.

"We have insights and data that clearly show that the Australian brand is very well known and very well respected by consumers in both markets," Travis said.

"The job that we have to do at the moment is demonstrate that the brand has value and continue embedding that brand and all the messages and values it represents with key stakeholders across the industry."

According to Travis, Australia's reputation for quality, safety, trust and consistency remains a significant differentiator, particularly in retail environments where country-of-origin labelling is mandatory.

While Brazilian product may find an easier pathway into foodservice channels initially, consumer trust in Australian red meat continues to be a major asset for exporters and supply chain partners.

Father's Day campaign delivers strong results

One example of the Australian brand delivering value was MLA's recent Father's Day campaign in Japan.

Now in its third year, the initiative aims to build a strong association between Father's Day and Australian beef, creating a new consumption occasion in a market where the celebration historically has few food-related traditions.

The results exceeded expectations.

More than 3,000 retail and foodservice outlets across Japan participated in the campaign, while a supporting consumer promotion generated approximately 70,000 entries.

Importantly, participating stores recorded growth despite operating in an otherwise flat market.

"We saw an average volume growth of 2% in a flat market," Travis said.

"But what was really impressive was that value growth far outstripped volume growth."

Value increased by eight per cent across participating outlets, while stores that executed the campaign particularly well achieved value growth of 15–20%.

For Travis, the results provide a compelling case for greater industry participation in future years.

The next stage of the campaign will focus on working more closely with importers and wholesalers to broaden reach and leverage larger sales networks across the country.

A growing network of advocates

Beyond traditional marketing programs, MLA continues to invest in advocacy through its Lambassador and Aussie Beef Mates programs.

Japan now boasts one of the largest and most active advocate networks in MLA's international portfolio, with more than 30 ambassadors spanning chefs, nutritionists, influencers and food industry professionals.

Each year the group comes together to discuss market trends, campaign opportunities and new ways to promote Australian red meat.

"They're an incredible bunch of people, extremely passionate about Australian red meat," Travis said.

"We've got everything from Michelin-star chefs to nutritionists to influencers."

The diversity of the network is one of its greatest strengths. Members are located throughout Japan, from Hokkaido in the north to Okinawa in the south, creating opportunities to connect with consumers and industry audiences nationwide.

"The outcome of the session is not only do we give them some direction of how we want to work with them this year, but they also come back to us with new ideas and new ways they might be able to help us promote across the industry," Travis said.

Nutritionists helping reach new audiences

A newer area of focus for MLA is engagement with nutrition professionals.

Recently, nutritionists from Japan and Korea participated in a delegation to Australia, gaining firsthand insights into the country's red meat industry.

Travis sees significant opportunities to work with these advocates moving forward.

"They're speaking to a different community of consumers than what we would typically speak to," he said.

"These nutrition influencers are often speaking to a slightly younger demographic, more focused on fitness, health and wellbeing."

The timing is particularly relevant, with growing consumer interest in protein and nutrition across both markets.

Through structured content and ongoing engagement, MLA hopes to leverage the nutritionists' expertise and credibility to communicate the role of Australian red meat in healthy lifestyles.

Year of the Sheep presents a unique opportunity

Looking ahead, Travis is particularly excited about the opportunities presented by the upcoming Lunar Year of the Sheep in 2027.

Occurring once every 12 years, the event offers a unique promotional platform for the sheepmeat category.

"There's definitely an opportunity there," Travis said.

"We're reminding exporters, importers, retailers and foodservice operators now that if people don't start planning around menus, supply and promotions, the opportunity will sneak up on them."

While any uplift may be concentrated into a relatively short period around Lunar New Year celebrations, Travis believes the event can help increase trial and awareness of lamb and sheepmeat products.

He sees foodservice as the most effective pathway for growth.

"There's still a lack of confidence in cooking lamb or sheep meat at home, but there is definitely a willingness and an openness to try it in the hands of a great chef and a restaurant."

Korean content strategy continues to gain momentum

Meanwhile in Korea, MLA's innovative digital content programs are delivering impressive engagement results.

Building on the success of the Chego's Table series, MLA recently launched Chego's Food Truck with Aussie Beef Mate Chef JP Park.

The infotainment-style series combines cooking, education and entertainment while showcasing Australian beef to Korean audiences.

Episodes feature Chef JP and a local comedian visiting a range of locations, including culinary schools, hospitality venues and community groups, using Australian beef to create engaging stories and practical cooking demonstrations.

The results have been remarkable.

While Chego's Table regularly achieved more than two million views per episode, Chego's Food Truck is now attracting between three and four million views per episode, alongside strong audience interaction.

"It's not just the views. You actually see a heap of engagement on the videos. People are saying they love Australian beef because it's clean, natural, safe, healthy and delicious" Travis said.

The success has contributed to strong brand indicators in Korea, with awareness, preference and purchase intent all showing positive momentum.

For Travis, the results reinforce the importance of finding new ways to connect with consumers while staying focused on the qualities that have made Australian red meat a trusted choice in Japan and Korea for decades.

As competition intensifies across global markets, it is that combination of brand strength, industry advocacy and innovation that will continue underpinning Australia's success.

Source：MLA