Where Bidding Meets History: The 2025 Auction in Himeji

On April 5, 2025, wagyu lovers from around the world gathered in Himeji, Hyogo Prefecture, for the third annual Japanese Wagyu World Auction—a vibrant celebration of Japan’s most luxurious beef and the people who bring it to the world.

Organized by the Wagyu Master Export Expansion Consortium, the event brought together over 100 buyers from across Europe, North America, Oceania, and Asia, all vying for one of 64 carefully selected wagyu cattle representing top producers from Hokkaido to Kagoshima.

As the auction opened at 10:30 a.m. inside the Wagyu Master Meat Center, the atmosphere was electric. Buyers—many of them longtime connoisseurs—entered fierce bidding wars for their prized targets, especially for those crowned as brand champions. The room surged with excitement as each marbled carcass appeared under the spotlight, sparking heated exchanges and applause.

The final bid of the day, an award-winning Kobe beef carcass, sent the room into a frenzy. Snagged by TREX Corp. Inc., a U.S.-based buyer, it fetched a record-breaking price—more than five times the Tokyo market average for A5-grade steer beef. As the gavel dropped, cheers erupted, capping the auction with a moment of pure elation.

“We’ll definitely be back next year!” one buyer remarked, already looking ahead to 2026.

Beyond the Auction: Cultural Exchange and Sakura Magic

The excitement wasn’t limited to the auction floor. On the eve of the event, guests gathered at a hotel in Himeji for a festive welcome party featuring culinary performances, tastings, and heartfelt exchange. Among the highlights was a dramatic wagyu-cutting show by Marika Watanabe—known globally as the “Kimono Butcher”—whose expert blade work drew rounds of applause.

Following the auction, attendees were invited to experience hanami, or cherry blossom viewing. Beneath a canopy of sakura in full bloom, guests savored grilled wagyu and springtime delicacies, closing the event in classic Japanese style—with nature, food, and fellowship.

Japan’s Wagyu Exports Have Grown 8-Fold in 10 Years

With its signature marbling, delicate aroma (known as wagyu-ko), and melt-in-your-mouth texture, Japanese wagyu has earned cult status among global gourmets. Today, wagyu is more than a delicacy—it’s a cultural export that represents the pinnacle of Japanese craft.

Japan’s beef exports have grown dramatically in the past decade. In 2014, the country exported just 1,257 tons (worth ¥8.2 billion). By 2024, that number had surpassed 10,800 tons (¥64.8 billion), led by shipments to the United States, Taiwan, Hong Kong, and Europe. Though still only 6% of Japan’s total beef production, wagyu exports are expected to expand even further as both government and private sectors ramp up international promotion. Although there is uncertainty about the future, including additional tariffs by the US, the global market seems to be demanding Wagyu.

The Future Is Marbled

Whether you’re a seasoned importer or a chef seeking the perfect cut, the Japanese Wagyu World Auction is more than a market—it’s a movement. A place where tradition meets innovation, and where buyers don’t just take home beef—they take home stories.

And maybe, just maybe, they’ll be back next year to write a new one.