For the first time, Filipino diners can now savor one of Japan’s rarest culinary treasures—Ito Ranch Matsusaka Beef, the “Queen of Wagyu,” officially launched in the Philippines last October 16 through a partnership with Prime Cuts by Doubleday, the country’s premier fine-meat purveyor.
The launch, held at Shangri-La Plaza’s Grand Atrium in Mandaluyong, brought together top chefs, restaurateurs, hoteliers, and food industry leaders for an afternoon celebrating Japanese tradition, patience, and craftsmanship.
Known for its exceptional marbling and low melting point of 12°C, Matsusaka Beef delivers a melt-in-your-mouth experience that even wagyu connoisseurs consider unmatched. The brand’s arrival in the Philippines is historic—Matsusaka beef is rarely exported, making this partnership a milestone for the country’s fine dining scene.
“This launch is about more than introducing our beef to a new market—it’s about sharing the care, patience, and generations of tradition that go into every step of raising our cattle,” said Hiroki Ito, third-generation head of Ito Ranch in Japan’s Mie Prefecture.
“We chose to partner with Doubleday because of their reputation for excellence and integrity. Their commitment to quality mirrors ours, and we trust them to carry Matsusaka’s legacy to a new audience that truly values authenticity,” he added.
Founded in 1953, Ito Ranch is Japan’s most awarded Matsusaka producer, holding over 35 major competition wins, including a three-year Grand Champion streak (2017–2019) at the Matsusaka Beef Carcass Competition—a feat unmatched in the industry.
The brand’s meticulous farming practices and devotion to animal welfare have been featured internationally, including in Business Insider’s ‘Why Matsusaka Wagyu Is the Most Expensive Beef in the World.’ Celebrated chef Ferran Adrià of El Bulli once described Ito Ranch’s beef as being “from another dimension.”
“We are honored to be the first to bring Ito Ranch Matsusaka Beef to the Philippines,” said Lorenzo Vega, CEO of Doubleday Enterprises. “This partnership is the culmination of years of building trust with the world’s top producers—and proof that the Philippines deserves a seat at the global table of culinary excellence.”
During the launch, guests witnessed the ceremonial Kagami Biraki sake-barrel toast, followed by a live tasting led by Teppanya and Sicilian Roast, two of Manila’s leading restaurants and among the first to serve Matsusaka beef locally.
The event was supported by Maison Midori Matcha, My Shopping Box, and Ralph’s Wines & Spirits, further showcasing the collaborative spirit between Japanese heritage and Filipino innovation.
Prime Cuts by Doubleday will handle exclusive importation and distribution, ensuring the same quality standards observed in Japan. A sister logistics company will oversee the temperature-controlled transport and handling required for this ultra-premium beef.
Matsusaka Beef will soon be available in select fine-dining establishments including Teppanya and Sicilian Roast, with more partner restaurants to follow across and beyond Metro Manila.
Businesses, chefs, and connoisseurs interested in sourcing authentic Ito Ranch Matsusaka Beef may contact Prime Cuts by Doubleday for partnership and availability. (with reports from Lau Balocos)
