WAGYUMAFIA began its story as a pop-up in Gion, Kyoto. Since then, pop-ups have been central to the brand’s DNA. Driven by a collaborative spirit and a mission to educate consumers, restaurateurs and suppliers on authentic Japanese wagyu beef, WAGYUMAFIA embarked on its International World Tour in 2018 to demonstrate the often-overlooked qualities and versatility of Japan’s most famous beef.
In 2018, Fortnum & Mason exclusively hosted WAGYUMAFIA in London for the first time to share its world-renowned dining concept at the Picadilly flagship. Following the initial success of this pop-up, two more pop-ups were hosted in 2019 including private events and opportunities to cook for celebrities such as David Beckham, Jack Dorsey, and Ed Sheeran. Today the tour has visited over 70 cities, featuring exciting pop-ups at Spain’s 3-Michelin star Azurmendi, London’s Soho House, and Spago in Los Angeles and collaborations with high profile chefs from around the world including famed Ginza Sushi Arai, Teruzushi, Melbourne’s Belles Hot Chicken, and Albert Adria of TICKETS.
In October 2019, the brand also embarked on hosting the first ever official Kobe Beef Summit, at 10-day culinary and educational experience that brings together chefs and media to witness the passion and craftsmanship of the wagyu farmers and provide a more holistic understanding of the wagyu industry. This unprecedented gathering culminated in a special one-night Chef Showcase, featuring Chef Paul Carmichael of Seiobo, Chef Richard Ekkebus of Amber, Chef Richie Lin of Mume, Chef Tomos Parry of Brat and Chef Hisato Hamada of Wagyumafia.
