Women’s Fitness Event in Taiwan Powered by U.S. Beef

U.S. beef captured the spotlight at one of Taiwan's leading women-focused fitness and wellness events in Taipei. Under the brand theme of "Strong Is Beautiful," the 2026 Women's Health Fit Fest attracted an audience of young, health-conscious consumers with a strong interest in fitness, wellness and healthy living to Songshan Cultural and Creative Park.

The event was an opportunity for USMEF to promote U.S. beef as a nutritional, protein-rich option for consumers pursuing active, healthy lifestyles.

"The event was a natural opportunity to incorporate U.S. beef into conversations around high-protein diets, protein intake, recovery, and balanced nutrition," says USMEF Senior Marketing Manager Alex Sun. "We set up a fun, engaging experience about fitness personality types and nutritional benefits of U.S. beef. Booth visitors then experienced U.S. beef as a flavorful and practical protein option suitable for active lifestyles."

Under a booth theme of "strong is beautiful, powered by U.S. beef," USMEF combined nutritional messaging, digital participation, social sharing and chef-prepared tasting to connect U.S. beef with post-workout nutrition in an approachable way. To encourage participation, consumers were invited to complete the "U.S. Beef Queen Muscle Quiz" through an on-site QR code. The quiz format engaged consumers with key nutritional messages while extending booth visibility through voluntary social sharing. The format helped sustain booth traffic and participation throughout the event.

Following the quiz, participants enjoyed samples of U.S. beef. Prime grade tenderloin and Prime grade top blade were featured in chef-prepared skewers with tortillas, which highlighted U.S. beef's versatility, tenderness and flavor for 1,500 participants.

Participation in the event was made possible with support from USDA, the Beef Checkoff Program, Iowa Beef Industry Council and Nebraska Beef Council.