While beef from Australia, New Zealand and Japan benefit from zero duties in Thailand under free trade agreements, US beef is currently tariffed at 50%. But a signed framework for an agreement on reciprocal trade between the US and Thailand in Oct. 2025, aimed at reducing trade barriers, offers hope to importers and US exporters for a leveled trade environment.

In addition to potential tariff relief, supply and demand factors point to expanding opportunities in Thailand for US beef. Domestic beef production is flat and unlikely to increase, while demand for beef continues to grow. According to Euromonitor International, Thailand’s overall beef demand is forecast to grow by an average of 6.1% annually through 2029. Thailand’s economy is Southeast Asia’s second largest.

Meanwhile, growth in Korean barbecue and Japanese yakiniku-style restaurant chains in Thailand continue to shape consumer expectations for marbling and tenderness, where US beef excels. USMEF also sees expanding opportunities for steaks and premium burgers.

“US beef already has a presence in premium segments of the foodservice and retail sectors in Thailand and opportunities are growing,” said USMEF ASEAN Director Sabrina Yin.

Yin and Marketing Manager Jonathan Neo attended Thailand Beef Fest ‒ a three-day festival in Bangkok ‒ to make sure US beef stood out. An International Pavilion organized in collaboration with the embassies of four countries ‒ the US, Brazil, Japan, and Australia ‒ showcased world-class premium meats. The festival also featured a beef restaurant zone, which included more than 50 well-known, beef-oriented restaurants presenting their signature dishes.

“We are working to support US beef importers by growing awareness of US beef’s quality and its profit potential,” Yin says. “Thailand Beef Fest was an ideal opportunity to do that.”

A USA Pavilion featured product displays and samplings of US beef striploin and ribeye for visitors. USMEF also held a seminar about US beef production and quality and utilized a guest chef from Thailand to conduct a live cooking demonstration with US beef striploin.

Funding support for the festival was provided by the Beef Checkoff Program.

Source: US Meat Export Federation