Wagyu beef is growing in popularity and there are few signs of it slowing. In 2021, the global Wagyu market was worth more than $11 billion. This was a banner year as Japan exported around 8,000 tons of the gourmet beef cut. Now, the global market is expected to grow by a compound annual growth rate of 6 percent–making it worth an estimated $16 billion by 2028. The food industry is being impacted by inflation, supply chain issues, and climate change, but Wagyu appears to be weathering the storm. From steak to high-priced burgers, the revered protein is becoming more commonly consumed. Here are the factors driving Wagyu’s popularity: The luxury hospitality sector Known for its tenderness and buttery, umami flavor, Wagyu has been a fine-dining favorite since the 2010s–when Japan lifted its export ban to the United States and European countries. Luxury establishments like restaurants and hotels are still fueling the Wagyu beef market today. While some lucky customers can find Wagyu in high-end grocery and specialty stores, the market is sustained by a business-to-business model–particularly with fine dining. A large majority, 85 percent, of Wagyu sales are B2B. As a testament to the importance of B2B commerce, it’s not uncommon for a Wagyu brand to partner with luxury