The Matsusaka Beef Festival (Matsusaka Ushi Matsuri), held each November in the wagyu’s home town, is the year’s great celebration of Japan’s most luxurious beef. Its centrepiece is a prestigious cattle-judging competition in which the finest Matsusaka cows are paraded and ranked, the champion fetching astonishing prices — but for visitors the real draw is the chance to eat: festival stalls and special sales offer premium Matsusaka beef, from grilled skewers to bento and cuts to take home, at prices far below the usual, in a rare democratic feast of one of the world’s most exclusive foods.
🗓️ At a Glance
| Location | Matsusaka, Mie |
| Hours | A weekend in mid–late November |
| Admission | Free entry; food and beef sold separately |
| Time needed | Half day |
| Best time | Mid–late November (date set annually) |
What to Do
- The prestigious prize-cattle judging competition.
- Premium Matsusaka beef at rare bargain prices.
- Grilled skewers, bento and cuts to take home.
- The wagyu’s home town in full celebration.
Combine Your Visit
- Combine with a Matsusaka beef restaurant meal in town.
- Pair with Ise Jingu , a short train ride away.
- Read our Mie overview .
Getting There
- By train: JR/Kintetsu to Matsusaka Station, near the festival grounds.
- Timing: the date is set each year for a November weekend — check ahead.
Tips
Come hungry and early — the discounted premium beef sells fast and queues form well before the sales open, so this is a rare chance to eat top-grade Matsusaka wagyu affordably. Check the festival date in advance as it’s a single weekend; combine it with a proper sit-down Matsusaka beef lunch in town for the full experience of the wagyu capital.
