Wagyu or just good marketing? How luxury beef became a target for deceptive practices

Premium beef with one magic word is appearing on plates around the world: Wagyu. But in an age where you can get a “Wagyu burger” for $5 at a fast food restaurant, the question arises: is it really Wagyu, or just a name without substance?

Wagyu or just good marketing? How luxury beef became a target for deceptive practices

Premium beef with one magic word is appearing on plates around the world: Wagyu. But in an age where you can get a “Wagyu burger” for 5 euros at a fast food restaurant, the question arises: is it really Wagyu, or just a name without substance?

Wagyu. For meat lovers, this Japanese word is synonymous with luxury – meat with perfect marbling, a delicate flavour and a texture that melts on the tongue. It comes from Japanese beef breeds that have been bred for centuries for both strength and meat quality. Today, purebred Japanese Wagyu is one of the most expensive meats in the world. And that is why it has become a target for commercial exploitation.

When the name isn't enough: Why it's not enough to just write "Wagyu" on the label

Unlike wine or cheese, there is no single global law protecting the “Wagyu” designation for beef. The result? The amount of meat sold under this brand has little in common with the original – it is often a crossbreed with a small percentage of Wagyu genetics, or simply a marketing ploy in the form of adding “wagyu trims” to regular ground beef.

Australia, the second-largest producer of Wagyu beef outside of Japan, has begun investigating the labeling of products as “Wagyu.” The reason? Consumers think they are eating full-blooded Wagyu, when in reality it is often just a cross with Angus or Brahman, or even less.

Price as a guide, not a guarantee

While genuine Japanese Wagyu from regions like Kobe or Miyazaki can cost up to $200 for a 200g steak, you can find a “Wagyu burger” in fast food restaurants in Southeast Asia for less than €5. According to experts like Adrian de Bruin of Mayura Station – one of Australia’s most respected breeders – it’s impossible for such a cheap meal to contain real full-blooded Wagyu.

"It's okay to sell cross-products," says de Bruin. "But let's be clear. If you see a Wagyu burger somewhere for a few euros, it probably doesn't have much in common with real Wagyu."

The Truth on a Plate: How to Make Sense of the Menu

In Japan, the origin of beef is strictly monitored. There are only four recognized breeds that can be called Wagyu, and their breeding is subject to strict rules. In Australia, there is a scale of breed purity – from F1 (50 % wagyu genetics) to fullblood (100 %). Unfortunately, these differences are often not mentioned on product labels.

Some high-end restaurants, such as The Prime Society in Singapore, are transparent about the origin of their meat – even leaving labels on their products and showing customers invoices. But most vendors, especially for cheaper products, prefer to avoid such questions.

Meat Lesson: Why Origin Matters

Like wine or cheese, the taste and quality of beef depends on genetics, environment, and care. Genuine Japanese Wagyu is raised on special farms, often fed a special diet, and even listened to classical music to reduce stress. The result is meat that not only tastes exceptional, but is also rare.

That's why the "Wagyu" label carries weight - or at least it should. Customers deserve to know what they're buying, and quality-conscious producers deserve protection from fake competition.

Culture on a Plate: Japan's Heritage Under Pressure

In Japan, Wagyu is more than just a raw material – it is part of the national heritage. Some breeds, like the legendary Tajima breed, are family treasures, passed down from generation to generation. Breeders trace bloodlines back decades and treat each animal with respect. That is why in Japan, Wagyu is considered living national treasureBut when this exceptional meat is replaced with a commercial hybrid in plastic packaging, not only is the quality lost – but so is the cultural value that goes with it.

It doesn't pay to lie – at least not forever.

In the long run, misleading product labeling does not pay off. The consumer becomes skeptical and loses trust not only in the sellers but also in the “Wagyu” brand itself. For producers who invest years of work in quality, this means damaging their reputation and lowering the price of their exceptional product. However, without uniform labeling rules, the situation remains confusing – and honest breeders remain at a disadvantage compared to those who do not bother with the truth.

The consumer as the arbiter of quality

Fortunately, more and more consumers are becoming concerned about the origin of the meat they eat. Trends like “farm-to-table,” the emphasis on sustainability, and the desire for transparency are putting pressure on retailers to be open. There’s no shame in selling cross-bred meat—as long as it’s clearly labeled. The problem arises when lower quality is passed off as the pinnacle of culinary luxury. That’s why initiatives to promote “true labeling” of products are growing in strength—from small family farms to international institutions.

The future of Wagyu: protection, innovation and trust

If the Wagyu brand is to survive for decades to come as a synonym for quality, it will need more than just a legend. It needs rules, transparency and trust. The Japanese understood this a long time ago. Now it is time for other countries to join in – whether through legislation or self-regulation within the industry. Only then can Wagyu remain what it is meant to be: exceptional meat that carries a story, tradition and uncompromising quality – not just a marketing label.

What can you take away from this?

The next time you see a “Wagyu burger” on the menu for the price of a Big Mac, beware. It may not be a scam, but it certainly isn’t the luxury you’d expect. In an age where authenticity is often replaced by marketing, the only weapon is an informed customer.

Wagyu is not just meat. It's a brand, a culture, and an experience. And that shouldn't be replaced by a cheap logo trick.