Celebrating 55 Years: Matsusaka Beef Fair at Heijoen

Heijoen's Matsusaka Beef Fair: A Celebration of Quality

Heijoen, a renowned upscale yakiniku chain based in Adachi, Tokyo, is excited to announce the Matsusaka Beef Fair, commemorating its 55th anniversary. The event is set to launch on November 14, 2025, extending through December 7, 2025 at 19 of its directly operated stores, offering a unique opportunity for beef aficionados to savor one of Japan's top three wagyu brands.

Founded in 1970, Heijoen has built a legacy centered around high-quality beef, establishing partnerships with producers across Japan. The company takes pride in its exclusive method of purchasing whole cows and managing all processes from aging to distribution, ensuring each piece of their wagyu meets stringent quality standards. The Matsusaka Beef, sourced from Mie Prefecture’s exceptional black-haired cattle, is celebrated for its intricate marbling and rich flavors, making it a fitting highlight for this milestone event.

Premium Offerings at the Matsusaka Beef Fair

The fair features an array of specially curated dishes, showcasing the distinct flavors of Matsusaka Beef:

Matsusaka Beef Assortment

Experience the ultimate variety with seven cuts of carefully selected premium beef. Each cut comes prepared to highlight its unique flavor profile.
- Small Size: ¥6,480 (tax included ¥7,128)
- Large Size: ¥11,290 (tax included ¥12,419)

Duo of Matsusaka Beef

A delectable combination of Matsusaka Beef short ribs and sirloin, perfect for first-time tasters wanting to explore the exquisite taste of this prestigious beef.
- Special 55th Anniversary Price: ¥2,500 (tax included ¥2,750)

Please note that the photographs included are for illustration purposes and the item availability may change without prior notice.

The Legacy of Matsusaka Beef

Matsusaka Beef, exclusively derived from female black-haired cattle bred in Matsusaka City and surrounding areas, is recognized for its superior quality developed through a meticulous feeding process that lasts over 900 days. This attentive raising ensures the meat's intricate texture and high-quality fat, which release a sweet and aromatic fragrance when cooked, known as “Matsusaka aroma.” The rich, buttery taste and deep umami make it a deserving member of Japan’s esteemed wagyu categories, often regarded as the pinnacle of traditional Japanese beef.

Heijoen: A Foundation Built on Excellence

Heijoen's roots trace back to a family's dedication to authentic flavor. The founder transitioned from operating a traditional Japanese cuisine establishment to opening a yakiniku restaurant inspired by the delightful taste of wagyu beef. In a market that was largely dominated by Korean-style barbecue at the time, Heijoen set a standard for Japanese-style yakiniku that resonates with local palates.

Commitment to Quality

The company’s commitment to quality is unparalleled, sourcing its black-haired wagyu directly from renowned regions, then managing the trimming, aging, and distribution strictly within its own facilities. Each Heijoen branch, coupled with a self-managed distribution system, guarantees consistent taste and safety, forming a bridge between exceptional producers and satisfied customers.

Expanding Horizons

As of November 2025, Heijoen Group operates a total of 36 locations throughout the Tokyo metropolitan area, with an additional location overseas. This includes not just yakiniku, but also a variety of formats such as steak, shabu-shabu, and burgers. The company looks forward to bringing the exquisite experience of Japanese wagyu, especially Matsusaka Beef, to global patrons.

Future Aspirations

As Heijoen approaches its 100th anniversary, the company remains steadfast, promising to uphold its celebrated quality standards while continuing to expand the reach of authentic Japanese wagyu flavors to audiences worldwide. Through this Matsusaka Beef Fair, Heijoen not only aims to celebrate a rich history but also to connect the aspirations of producers and the satisfaction of customers, all while resonating with the unwavering spirit of Heijoen quality.

Stay tuned for an unforgettable culinary experience that honors five decades of hard work and dedication to the finest in Japanese beef.