There are moments in the culinary world that feel less like a product launch and more like a cultural event, bridging together worlds and traditions. That was precisely the atmosphere I stepped into at the Shangri-La Plaza’s Grand Atrium, where Ito Ranch Matsusaka Beef, revered as the “Queen of Wagyu,” was officially introduced to the Philippines by Prime Cuts by Doubleday. This isn’t just A5 Wagyu; it is, quite simply, in a league of its own.
As a foodie, the invitation itself felt like receiving a golden ticket. I joined fellow foodies, KOLs, and media to witness an event that was a testament to Japan’s heritage of precision and the Philippines’ burgeoning fine-dining scene.
At the center of the celebration was Hiroki Ito, the third-generation head of Ito Ranch from Mie Prefecture. Hearing him speak was a lesson in dedication.
“This launch is about more than introducing our beef to a new market,” Mr. Ito shared. “It’s about sharing the care, patience, and generations of tradition that go into every step of raising our cattle.”
This is the kind of passion that creates legend. Ito Ranch, founded in 1953, is not just a Matsusaka producer; it’s the most awarded, with a historic three-year Grand Champion streak at the prestigious Matsusaka Beef Carcass Competition, a feat unmatched by any other farm. This is the beef described by world-renowned chef Ferran Adrià as being “from another dimension.”
The reason this beef is so prized? Its exceptionally low melting point, around 12°C. This is why Matsusaka is so rarely exported, making its arrival in the Philippines a milestone. It literally melts upon your palate, delivering an intricate, buttery marbling that is beyond compare.
The partnership that made this possible is a major win for the Philippine dining scene. Lorenzo Vega, CEO of Doubleday Enterprises, spoke with pride about securing this exclusive deal.
“Doubleday has always sought to raise the bar for what fine dining can be in this country,” Mr. Vega stated. “Securing 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.”
It’s a powerful statement, reinforcing the idea that our local market can and will appreciate an ingredient of this rarity and caliber. Doubleday’s Prime Cuts division, already known among top restaurants for sourcing exclusive delicacies, is now cementing its position as the ultimate gateway to the world’s most exclusive ingredients.
The launch concluded with a dramatic presentation of an Ito Ranch Matsusaka Beef slab, followed by the ceremonial Kagami Biraki sake-barrel toast. But the moment of truth came with the live tasting, orchestrated by two of Manila’s culinary leaders, Teppanya and Sicilian Roast. The taste was, as promised, sublime a tender, rich, and unforgettable experience that instantly validated the hype.
I’m not a fan of eating anything raw, mush so raw beef, but this was exceptional. It literally melts inside my mouth. Sukiyaki was great and steak is one of the best I’ve tasted.
For those of us who believe that food is a form of art, Ito Ranch Matsusaka Beef is a masterpiece finally shared. You can now experience the Queen of Wagyu at partner restaurants, starting with Teppanya and Sicilian Roast, with more to be announced soon. It’s time to book that table.
