Prime Cuts by Doubleday Brings Japan's Legendary Ito Ranch Matsusaka Beef to the Philippines

For the first time, Filipinos can experience one of Japan's rarest and most celebrated culinary treasures — introduced to the Philippines through Prime Cuts by Doubleday, the country's premier purveyor of fine meats.

Kagami biraki sake-barrel ceremony at the Matsusaka Beef Philippine launch

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From the room

Watch the launch.

Inside the Matsusaka Beef launch at Shangri-La Plaza, with the ceremonial Kagami Biraki toast.

The launch

The Queen of Wagyu, introduced at Shangri-La Plaza.

The launch was held at Shangri-La Plaza's Grand Atrium, gathering top chefs, restaurateurs, hoteliers, members of the press, and government representatives in an afternoon celebrating Japan's heritage of precision and craftsmanship.

Regarded as the "Queen of Wagyu", Matsusaka is famed for its intricate marbling and exceptionally low melting point — around 12°C — giving it an incomparable, melt-in-your-mouth texture. The beef is rarely exported, making its arrival in Manila a milestone for the country's dining and hospitality industries.

Founded in 1953 in Mie Prefecture, Ito Ranch is Japan's most awarded Matsusaka producer, with over 35 competition wins, including a historic three-year Grand Champion streak (2017–2019) at the prestigious Matsusaka Beef Carcass Competition — the first and only farm to achieve this. The launch featured a dramatic presentation of an Ito Ranch Matsusaka Beef slab, followed by the ceremonial Kagami Biraki sake-barrel toast symbolising harmony and prosperity. Live tasting was led by Teppanya and Sicilian Roast, two of Manila's foremost culinary houses.

From the launch