Matsusaka is one of three most famous Wagyu beef brands in Japan, alongside Kobe and Omi. While Kobe and Omi are primarily exported, most Japanese farmers keep Matsusaka for domestic consumption. Matsusaka is considered the most expensive Wagyu, earning the nickname "queen of Wagyu beef."

At the 74th Matsusaka Beef Festival held on 23/11/2025 in Mie prefecture, the cow Kazumi won first prize. Subsequently, the Asahiya butcher shop in Tsu city, Mie prefecture, successfully bid for this cow at 52,59 million yen—the highest amount in the competition's history. The price for a normal Matsusaka cow is around 5 million yen (approximately 850 million VND).

A portion of Matsusaka beef. Photo: Qualifoods

Matsusaka's high price stems from a strict selection and care process.

To be named "Matsusaka," a cow must be female, never have reproduced, and be registered in the Matsusaka Beef Management System. Before 12 months of age, calves must be brought to a designated area in Mie prefecture and remain there continuously until they are sent to market. This must be the longest rearing period in the cow's entire life, without interruption or transfer to another location.

Mr. Tochigi Jiro, 94 years old, a Matsusaka expert, raises a rare specialty line of cattle, which accounts for about 4% of the total Matsusaka beef on the market. These calves are born in Hyogo prefecture, brought to the Matsusaka region at 8 months old, and raised for over 900 days. His cattle have won first prize at the Matsusaka Beef Festival two times.

These valuable female cows do not live in muddy fields. Each cow is housed in an individual pen, with almost no unpleasant odor, only a faint scent of dry straw.

Cows are given beer to stimulate their appetite, sprayed with shochu, and massaged to create even marbling. Since cows cannot scratch themselves, they enjoy being brushed and bathed. Reducing stress for the cows is a technique that enhances meat quality. With attentive care and individual rearing, cows become friendly and respond when called by name.

Mr. Tochigi next to a Matsusaka cow. Photo: Otonamie

"The deliciousness of beef is not just about tenderness, but also the quality of the fat," he said. Specialty Matsusaka beef has a low melting point, where the fat begins to melt at human body temperature, creating sweetness and a rich flavor. Cows that reach this standard are typically raised for over 40 months.

Matsusaka beef is prepared using various methods, such as: sukiyaki (thinly sliced meat pan-fried in fat, then simmered with sugar and soy sauce); beef sushi (raw, sliced meat placed on sushi rice with wasabi); or yakiniku (meat grilled to medium-rare over charcoal, served with rock salt or yuzu, ponzu sauce). The price for one slice of Matsusaka beef prepared yakiniku style is about 6,000 yen (1,3 million VND).

Hoai Anh (According to Otonamie, Independent, Yomiuri)