This study clarifies econometrically the price elasticity of demand for Japanese beef, which is well-known globally as Wagyu. Further, it delineates the level of competitiveness between Japanese beef and general beef, that is, the beef produced outside of Japan, in the markets of China, the U.S., the EU, Hong Kong, and Singapore. In doing so, it provides proper suggestions for increasing the export of Japanese beef. The main analysis results were as follows. First, the results of the own-price elasticity of demand for Japanese beef in all five markets showed that the demand quantity of Japanese beef is expected to increase. However, the total export value will decrease when its price decreases. Second, the results of the cross-price elasticity of demand showed that demand for Japanese beef will be affected by the price of general beef on the U.S. and EU markets. In the other three markets, these two types of beef were deemed differentiated. Third, although the demand for Japanese beef will increase as its price decreases, extra promotion strategies are needed to differentiate Japanese beef from general beef on the U.S. and EU markets.
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