Promoting the Appeal of Miyazaki Cuisine! A Report on a Media Tour Featuring Japan’s Most Delicious Wagyu: Miyazaki Beef

Hello, everyone! This is Masuga from SR Division 1.

Let me ask you this: do you like wagyu beef?

Japan is home to many famous and delicious wagyu varieties, including Matsusaka beef, Kobe beef, and Omi beef, but among them, Miyazaki beef stands out for its exceptional quality.

Miyazaki Prefecture is known as “Japan’s Sunny Prefecture” due to its warm climate. As part of SUNNY SIDE UP’s PR initiatives, we organized a media tour inviting journalists to Miyazaki Prefecture to experience the deliciousness of its specialty product, Miyazaki beef.

I accompanied the tour and am excited to share the full appeal of both Miyazaki beef and Miyazaki Prefecture!

What Makes Miyazaki Beef So Special?

Miyazaki beef has won the highest honor, the Prime Minister’s Award, at the “Wagyu Olympics” (National Competitive Exhibition of Wagyu), held once every five years, for an unprecedented four consecutive competitions. It has been recognized as Japan’s most delicious wagyu for 20 years.

Miyazaki beef is certified only when it meets strict criteria, ensuring consistently high quality across all products. This media tour showcased Miyazaki beef from various angles to further promote its excellence.

Welcoming Media Guests in Miyazaki Prefecture!

First, we welcomed the media guests at the airport.

I spotted our team members waiting with a sign that read “SUNNY SIDE UP Inc.” They looked just like travel agency staff!

After meeting up with the media guests, we boarded the arranged bus, and a day filled with Miyazaki beef began.

Off to Aoshima, Miyazaki Prefecture’s Popular Tourist Destination!

First, we headed to Aoshima to let guests enjoy Miyazaki Prefecture’s fresh air and beautiful ocean.

The small island of Aoshima, with a circumference of about 1.5 km, is considered a power spot in its entirety. Blessed with abundant nature and lush subtropical plants including betel palms, the atmosphere feels like a tropical paradise.

Aoshima Shrine, located at the center of the island, is extremely popular for its blessings for matchmaking.

Guests also enjoyed the famous rock formation “Devil’s Washboard” surrounding the island and the beautiful ocean.

After Nature, Delicious Food! Savoring Miyazaki Beef While Overlooking the Oyodo Riverbank

After experiencing Aoshima’s natural beauty, we visited “Miyazaki Beef Teppanyaki Steak Yakiniku Oyodo Kahanmiyachiku.” This restaurant, designated as an official Miyazaki beef establishment, offers delicious Miyazaki beef while overlooking the Oyodo riverbank.

The Miyazaki beef with beautiful marbling looked delicious even before being cooked, the meat practically glowing…

The flambé performance on the teppanyaki grill right before our eyes was spectacular. Exclamations of admiration escaped from both the media guests and the SUNNY SIDE UP team.

Full from Lunch…! Next Stop: The Cattle Farm!

After enjoying delicious Miyazaki beef, we visited a cattle farm where Miyazaki beef is raised.

We visited the farm managed by Mr. Tamio Inamoto, who represented the prefecture at the 12th National Wagyu Competition in the beef cattle division (Section 8) and won 6th place in the Excellence Award category.

Mr. Inamoto, with such impressive achievements, explained the characteristics of Miyazaki beef and key points in raising the cattle.

At Mr. Inamoto’s farm, cattle are monitored 24 hours a day. By maintaining a system that allows immediate response to any health issues or abnormalities, they are able to raise high-quality cattle.

When we went to observe, the cattle all gathered around us at once. Apparently, when cattle are well cared for, they love people and become very friendly!
By actually visiting the farm, we learned the secrets to raising quality Miyazaki beef and gained appreciation for the value of life.

Miyazaki Beef from Morning to Night! Yakiniku for Dinner

After thoroughly learning about Miyazaki beef at the farm, it was time for the long-awaited dinner! We visited “Hishimeki” in Miyazaki City. This upscale restaurant offers delicious Miyazaki beef carefully selected by the owner, who is an expert on meat.

In addition to yakiniku, we enjoyed sushi featuring generous portions of Miyazaki beef. Both the yakiniku and meat sushi melted in our mouths. The high-quality fat was rich yet light, with no heaviness, allowing us to enjoy it refreshingly.

This report introduced a day on a media tour packed with the appeal of Miyazaki beef. Through the vast nature and farm visit, I became a complete fan of both Miyazaki beef and Miyazaki Prefecture.

When you visit Miyazaki, be sure to try Miyazaki beef.

SUNNY SIDE UP has established a “Regional Revitalization Unit,” a specialized team that solves challenges facing local governments, companies, and communities. By leveraging the power of communication, we provide strategic and highly effective solutions that are closely aligned with regional characteristics.

We will continue to promote the appeal of various regions across Japan to energize the country through joyful excitement. 🗾