Internet bad boy Takafumi Horie and Wagyumafia bet the farm on intensely marbled steaks

Oct 17, 2017 | News On Japan

Oct 17, 2017 (Japan Times) - Corporate enfant terrible, Takafumi Horie, built one of Japan's most successful internet businesses, stood for the Diet, went to prison and started a space company that aims to put the country's first privately funded rocket into orbit. Now he has a new frontier: cattle.

The founder of Interstellar Technologies has teamed up with his friend, Hisato Hamada, to form Wagyumafia, which brands, promotes and distributes wagyu beef. Horie, 44, compares the soft, fatty meat with Domaine RomanÃ©e-Conti, a wine estate in Burgundy, France, that has built its brand into one of the most expensive in the world.

"While wagyu is as scarce as good Burgundy, it has been sold cheaply by JA," said Horie, referring to Japan Agricultural Cooperatives, the nation's largest farmers' group. "I'm confident that the beef can be sold at much higher prices in global markets."

Since unveiling their first, members-only restaurant in Tokyo in September 2016, Horie and Hamada have opened three more shops. Membership has risen to 1,000, about 300 of whom are from overseas. Wagyumafia has held tasting events in New York, Paris and Singapore and plans to open its first overseas restaurant in San Francisco next year.

"By mafia we mean a syndicate of ex-IT entrepreneurs," said Hamada, 40, former publisher of an online movie magazine. "Our project is to deliver wagyu produced by selected farmers directly to global buyers, bypassing middlemen and without advertising. We find customers via social media and pop-up" events.

Wagyu comes from four Japanese breeds of beef cattle - Black, Brown, Shorthorn and Polled - that typically produce intensely marbled meat, with a higher percentage of unsaturated fat than most other beef. That makes the soft, flavorful steaks the world's most-expensive meat.

At Hamada's new shop in Tokyo's Roppongi district, a favorite area for foodies, wagyu sells for Â¥30,000 ($268) a kilogram. (The cheapest bottle of Romanee Conti costs about Â¥46,000, with top vintages in the capital fetching more than Â¥1 million.)

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