Mon, Jul 30, 2012 - Page 5 News List

Exclusive Kobe beef makes successful Hong Kong debut

AFP, HONG KONG

Rarely exported Japanese Kobe beef made its way to Hong Kong dining tables on Friday as supermarkets and high-end restaurants started selling the previously exclusive Japanese culinary delicacy.

Hong Kong is only the second foreign market after Macau to receive exports of officially certified Kobe beef, the industry’s marketing association said.

SOLD OUT

“The response has been overwhelming — most of our stock has been sold out in a few hours,” Taste supermarkets spokeswoman Athena Lee said.

Kobe beef comes from Tajima-gyu cows that have been pure-bred since the 17th century in the hilly Hyogo Prefecture of Japan.

The meat is renowned for its buttery taste and its marble-like texture, made up of an even mix of meat and fat.

It is often said the cows receive massages and listen to soothing music to increase their appetites, but the Kobe Beef Marketing and Distribution Promotion Association says such practices are not widespread.

Though there is heavy worldwide demand for the delicacy, it was not -officially exported until Feb. 2 this year when the first shipments arrived in Macau.

DISCOUNT PRICE

Almost 1,500kg of Kobe beef arrived in Hong Kong from Osaka by air on July 18 and went on sale on Friday at a 30 percent discount at about HK$88 and HK$327 (US$11.3 and US$42) per 100g.

Nobu InterContinental Hong Kong claims to be the first restaurant to serve Kobe beef in the territory, which has earned a reputation as one of Asia’s main food and wine hubs.

Executive chef Erik Idos said the meat would be offered as a five-course Kobe beef set with beef sashimi and sushi, priced at HK$1,688.

Four out of five of the courses -feature the tenderloin, striploin and the ribeye parts of the Kobe cow.

“They will love it, because Hong Kong people love the soft texture of beef that melts in your mouth,” the US chef said. “This has all of it, it has the beef taste, it has the fat, it has the texture.”

He said Japan was wise to open up the Kobe beef business to the world.

“All that exporting helps their business because Japan is exporting one of the hardest ingredients you can get,” he said.

‘SIMPLE TO COOK’

Idos had no special advice for people lucky enough to snap up Hong Kong’s first cuts of authentic Kobe beef, saying only that they should not undercook it to make sure the fat melts in the mouth.

“It’s very simple to cook,” he added, as he grilled a lightly seasoned cube of beef, cut it into fine, marbled slices and then served it with garlic, basil and ponzu sauce.

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