Celebrity Chef, App, Draws Koreans to U.S. Beef

In Korea, social media outlets are far more influential than in the U.S. The beef checkoff partially funded a promotion advertised on Korean social media to educate buyers about the quality, profitability and versatility of high-quality U.S. beef. A celebrity chef grilled U.S. beef cuts and explained the reasons for choosing them to an audience of buyers and decision makers at a high-end supermarket that doubles as a restaurant. U.S. beef is popular in Korea, and the effort was designed to defend market share there.