Photo by Zhenglin Li
When it comes to indulgence, few ingredients inspire as much reverence as Japanese Wagyu. With its exquisite marbling, velvety texture, and deep umami richness, Wagyu is not simply beef; it’s a cultural art form.
This fall, the Government of Japan invites American diners to experience the world’s most coveted beef in an entirely new way. The 2025 Official Japanese Wagyu Campaign, presented by the Japan Food Product Overseas Promotion Center (JFOODO) and the Japan Livestock Products Export Promotion Council (J-LEC), returns on October 24, 2025, expanding to more cities and adding fresh star power to its already illustrious lineup.
Now in its sixth year, the campaign celebrates Japanese Wagyu as “The Gold Standard” in beef—a symbol of craftsmanship that reflects the soul of Japanese culinary heritage. Building on its success in major cities like New York, Los Angeles, San Francisco, and Miami, the 2025 edition adds Houston and Las Vegas, bringing this extraordinary dining experience to a broader audience of Wagyu devotees.
A Star-Studded Culinary Showdown
For the first time, the campaign introduces an official Chef Ambassador Program, headlined by two culinary icons: Chef José Andrés and Chef Tyler Florence. Together, they’ll help showcase the unmatched artistry and versatility of Japanese Wagyu through special events, media appearances, and exclusive menus at their signature restaurants across the country.
“Wagyu is the pride of Japan for a very good reason,” says Chef Andrés. “It’s one of the rarest and most exceptional types of beef in the world. Its fine marbling and delicate flavor tell the story of generations of Japanese farmers who have refined their craft over decades. At Bazaar Meat, every night is a celebration of the carnivorous—and Wagyu is always the star.”
Chef Florence shares that sentiment. “Japanese Wagyu is the best beef in the world—full stop,” he says. “From the way the cattle are raised to how every cut is handled and prepared, there’s a level of care and craftsmanship that’s unmatched. It’s the highest expression of what beef can be.”
The famed José Andrés serves as the program’s co-ambassador. Photo by Josh Telles
A Nationwide Celebration of Flavor
The 2025 theme, “Japanese Wagyu Showdown,” brings together leading chefs to interpret the ingredient through their own culinary lens—whether classic, contemporary, or daringly inventive.
From October 24 through November 25, diners in New York, Los Angeles, and Houston can experience limited-time Wagyu menus at acclaimed restaurants including STK Steakhouse and The Bazaar by José Andrés in New York City; Jade Beverly Hills and Loreto in Los Angeles; and Late August and Doris Metropolitan in Houston.
The campaign continues December 1 through December 31 in Las Vegas and Miami, where highlights include Bazaar Meat by Chef Andrés and Wakuda at The Venetian in Las Vegas, as well as Beauty & The Butcher and Makoto in Miami—each known for their bold, ingredient-driven approach to dining.
In San Francisco, Chef Florence’s Miller & Lux will feature a signature Japanese Wagyu dish throughout the campaign’s entire run, offering guests a chance to taste the legendary beef through the chef’s elegant and contemporary perspective.
Extending beyond these spotlight cities, Benihana and STK will also participate nationally, ensuring diners across the U.S. have an opportunity to savor Wagyu’s unmistakable flavor and finesse.
San Francisco’s Tyler Florence of Miller & Lux serves as co-ambassador with Chef Andrés. Photo by Juan Pablo Serani
Craftsmanship at Its Core
What makes Japanese Wagyu so extraordinary is more than its rich taste—it’s the story behind it. Each cut reflects generations of Japanese farmers who have perfected the art of cattle rearing, guided by principles of balance, sustainability, and respect for nature. The result is beef with intricate marbling that melts at low temperatures, producing a buttery, almost ethereal texture that has made it the benchmark for luxury dining worldwide.
Through this campaign, the Government of Japan aims not only to celebrate Wagyu’s culinary excellence but also to deepen appreciation for its cultural and agricultural roots. As Japanese Wagyu continues to captivate chefs and diners alike, it serves as a reminder that true luxury isn’t just about indulgence—it’s about mastery.
Photo by moreau tokyo
Where to Follow the Experience
From high-end steakhouses to visionary chef-driven dining rooms, the 2025 Japanese Wagyu Campaign offers a rare chance to experience one of the world’s finest ingredients at its best. Diners can follow @wagyuofjapan on Instagram for campaign updates, chef stories, and behind-the-scenes glimpses into the kitchens bringing Wagyu to life across America.
Whether you prefer your Wagyu seared and simple or reimagined through avant-garde technique, this year’s campaign proves one thing: when it comes to culinary artistry, Japan’s Gold Standard remains unrivaled.
