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03 October, 2022 | 12:00 AM

What Japan’s iconic beef can teach us about ‘soft power’

What Japan’s iconic beef can teach us about ‘soft power’
With a mascot on standby — adorned with ear tags and a chef’s hat — booths manned for promotions and a host of interactive activities prepared, the 12th National Japanese Beef Ability Expo is ready to make a splash when it opens to the public on Oct. 6. Dubbed the “Wagyu Olympics” and hosted every five years, the five-day event is expected to welcome more than 400,000 visitors, all seeking to find out firsthand which cattle and variety of beef will be crowned best in Japan. This year’s host, Kagoshima Prefecture, will see around 440 head of cattle from 41 prefectures compete in nine categories based on characteristics such as the animals’ age and gender. This could be due to a conflict with your ad-blocking or security software. Please add japantimes.co.jp and piano.io to your list of allowed sites. If this does not resolve the issue or you are unable to add the domains to your allowlist, please see this support page . We humbly apologize for the inconvenience. In a time of both misinformation and too much information, quality journalism is more crucial than ever. By subscribing, you can help us get the story right.