Utilizing social media influencers to promote U.S. beef and introduce Korean consumers to dry-aged steaks, USMEF held a series of promotions with The Steakhouse, an upscale restaurant in Seoul’s financial district. The “Romantic Dinner Course,” was funded by the Beef Checkoff Program. USMEF is a subcontractor to the Beef Checkoff.

Chefs at The Steakhouse prepared a special, six-course menu accentuating U.S. dry-aged ribeye steaks. USMEF supported three influential bloggers to taste the menu and post reviews on their blogs.

“This special menu item received very favorable comments from the restaurant’s customers for its quality, balance and price,” said Jihae Yang, USMEF director in South Korea. “We have been informed that the restaurant has had many inquiries about dry-aged U.S. beef since the promotion.”

Based on the successful results of the promotion, an upgraded dry-aged beef ribeye steak promotion has been scheduled for later in the year, with dry-aged U.S. bone-in ribeye as the main item.

SOURCE: USMEF