Manila just got a serious upgrade in its culinary scene. For the first time ever, Filipinos can now taste one of Japan’s rarest (and most worshipped) beef — Ito Ranch Matsusaka Beef, thanks to Prime Cuts by Doubleday, the country’s go-to name for fine meats and luxury ingredients.
The big reveal happened at Shangri-La Plaza’s Grand Atrium, where top chefs, hoteliers, restaurateurs, media, and government reps gathered for an afternoon that basically screamed: “Japan’s finest, now served in Manila.”
If Kobe is the king, Matsusaka Beef is the queen of Wagyu — known for its ultra-delicate marbling and insanely low melting point (around 12°C!), which makes it literally melt in your mouth. It’s so exclusive, Japan barely lets it leave the country. So yes, this launch is a massive flex — both for Doubleday and the local fine-dining scene.
“This launch isn’t just about introducing our beef — it’s about sharing generations of tradition, patience, and care,” said Hiroki Ito, third-generation head of Ito Ranch in Mie Prefecture. “We partnered with Doubleday because their reputation for excellence mirrors ours. They understand authenticity.”
Established in 1953, Ito Ranch is Japan’s most awarded Matsusaka producer, racking up more than 35 competition wins, including a three-year Grand Champion streak (2017–2019) at the Matsusaka Beef Carcass Competition — a record no one else has matched. Even Ferran Adrià of El Bulli once said Ito Ranch’s beef tastes like it’s “from another dimension.”
“We’re beyond proud to be the first to bring Ito Ranch Matsusaka Beef to the Philippines,” said Lorenzo Vega, CEO of Doubleday Enterprises. “This partnership took years of trust-building with the world’s top producers. For us, it’s proof that Filipino diners deserve a seat at the global table of culinary excellence.”
The launch, powered by Prime Cuts by Doubleday, featured an epic reveal of an Ito Ranch beef slab, followed by the traditional Kagami Biraki sake-barrel toast — symbolizing harmony and prosperity. Guests were treated to a live tasting led by Teppanya and Sicilian Roast, two Manila favorites who brought the meat’s buttery perfection to life.
It was a full-blown celebration of Japanese craftsmanship meets Filipino creativity — with support from Maison Midori Matcha, My Shopping Box, Ralph’s Wines & Spirits, Teppanya, and Sicilian Roast.
Starting this month, you can finally experience Ito Ranch Matsusaka Beef at Teppanya and Sicilian Roast, with more partner restaurants to be announced soon.
For chefs, restaurants, or businesses looking to serve authentic Matsusaka beef, inquiries are open through Prime Cuts by Doubleday — your direct gateway to the world’s most exclusive meats and fine foods.
👉 Visit dprimecuts.com or email sales@dprimecuts.com to find out how you can bring this rare Japanese masterpiece to your table.
Watch my coverage of the Matsusaka Beef Launch in Manila here:
