When visitors order a steak at World Expo 2025, chances are they're eating clean, green Australian beef - the only sustainable source of protein available at the event in Osaka, Japan.
The rare distinction was achieved by meeting the World Expo's Code of Sustainable Procurement, including environmental, social and economic responsibility, and transparency and compliance.
'Australian beef is held in high regard globally, including in Japan. Our sustainability credentials will now give us an extra edge over competitors,' says Elizabeth Cox, Austrade's General Manager for Northeast Asia.
Japan's appetite for Australian beef
Japan is the third largest importer of beef globally and one of Australia's most trusted and long-running trading partners. Australia has been exporting beef to Japan since the early 1990s.
In 2024, Japan was the second largest beef export market for Australia, importing 244,000 tonnes of beef worth more than A$2 billion (Source: Australian Bureau of Statistics on Trade Data Monitor, 2025).
The Japan-Australia Economic Partnership Agreement (JAEPA) lowered tariffs on fresh and frozen beef on entry into force in January 2015. The tariff on fresh beef will phase down to 23.5% by 2030, while the tariff on frozen beef will phase down to 19.5% by 2033.
Importantly, Australia (unlike any other country) is not subject to Japan's automatic 50% "global snapback" tariff. This tariff comes into effect when Japan's beef imports increase rapidly.
Austrade and MLA support for Aussie beef exporters
Austrade supports beef exporters in various ways, including introducing new-to-market businesses to potential partners, and connecting them with retail and marketing opportunities in the supermarket and food service sectors.
Austrade also works hand-in-hand with Meat & Livestock Australia (MLA) on brand-building activities in Japan. The 2 organisations are frequent collaborators, hosting promotional events, running education seminars and workshops, and promoting the use of Australian beef in Japanese cooking to consumers and the hospitality industry.
'Our longstanding partnership with MLA in Japan and other global markets has delivered significant wins for meat exporters,' says Ms Cox. 'The incredible results demonstrate what can be achieved when government and industry work together.'
Austrade and MLA are working hard to keep our premium beef at the top of Japan's shopping list.
A major benefit of the Austrade and MLA partnership in Japan is experience. Over many decades of work, both organisations have built up significant business networks as well as understanding and knowledge of the Japanese beef market.
There is strong familiarity across the Austrade and MLA teams that has been fostered over time through structured regular meetings and informal catch-ups. Ideas and opportunities are shared, developed and often acted upon.
'Australian exporters can approach Austrade and MLA with confidence when they're searching for new business partnerships or looking for current market and category insights,' says Travis Brown, MLA's Regional Manager, Japan and Korea.
'The partnership between Austrade and MLA can assist in opening doors, informing commercial strategies and ultimately playing a role in delivering positive outcomes for the Australian beef industry.'
