From April to October, MLA is partnering with the Australian Pavilion at Osaka Expo 2025 to give visitors a taste of high-quality Aussie beef and lamb.
With almost 30 million visitors (predominantly Japanese) expected to attend the expo over the six months, it provides a unique opportunity to showcase Australian beef and lamb to a highly-valued customer base.
Utilising an extensive network of Aussie Beef Mates and Lambassadors, MLA will host 24 demonstrations and sampling activities, highlighting the quality and diversity of Australian red meat. On stage and on the big screen, ambassadors will spend time explaining why they love Aussie beef and lamb while demonstrating different dishes that can easily be cooked at home. At each demonstration, between 500–1,000 samples of the dish will be handed out to the hungry masses, with the feature dish being replicated on the Café Koko (Australian Pavilion café open to the general public) menu, where attendees can enjoy a larger portion.
In addition to these demonstrations and sampling activities, Aussie beef and lamb will feature heavily on the Café Koko menu throughout expo and will be prominent in the VIP menus in the Pavilion’s private dining areas. Over the first two weeks of the expo, the Australian Pavilion welcomed around 12,000 guests and sold over 2,000 meals daily.
MLA Managing Director Michael Crowley (left) and MLA Chairman John Loyd (right) on the opening day of the expo.
MLA’s first demonstrations drew large crowds, with Aussie Beef Mate Hiroki ‘Hulk’ Kato showing the audience how easy it is to prepare and cook steak at home – a practice that isn’t always that common in Japan. Served with a mango salsa, the samples were happily devoured, with attendees snapping and uploading pics of Aussie Beef and Lamb logos and samples to their social media pages. Aside from consumers, MLA has also welcomed print, digital and TV media representatives to these events and has already seen strong and positive coverage across all channels.
AloJapan.com