What Is Izu Beef? A Rare Local Branded Beef Found Only in Izunokuni (Shizuoka)

Originally posted: July 22, 2020 / Updated: January 26, 2026

Have you heard of Izu Beef (Izu-gyu)—a local branded beef that’s hard to find outside the area?
In this post, you’ll learn what makes it special, where to buy it in person, and what ordering options exist if you live far away.

Table of Contents

• What is Izu Beef?
• Where to buy Izu Beef: Hirai Meat Shop
  • Access
  • Business hours
• Can you order Izu Beef from outside Izu?
• Summary
• References

What is Izu Beef?

Izu Beef is described as a special local branded beef produced only in Izunokuni City, Shizuoka Prefecture.

• Where it’s raised: Only at Hirai Farm (Hirai Bokujō) in Izunokuni
• Breed type: A cross between Japanese Black (Kuroge Wagyu) and Holstein
• Production volume: About 100–150 head per year (small-scale and limited)
• Trademark: Registered as “Izu Beef” in 2004
• Trademark registration number: 4569062

Where to buy Izu Beef: Hirai Meat Shop

If you want to buy Izu Beef in person, Hirai Meat Shop (Hirai Seinikuten) is the go-to spot.
Here are the key points to check before you visit.

Access

• Area: Izunokuni City, Shizuoka
• Nearest station: Ohito Station (Izu Hakone Railway), within walking distance
• Parking: About 10 parking spaces in front of the shop (per official info)

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Business hours

• Hours: 10:00–18:00
• Closed: Wednesdays (may also close on some Tuesdays)

Note: Please check official sources for the latest hours and holiday closures.

Can you order Izu Beef from outside Izu?

Buying in person is the main way to get Izu Beef, but if traveling isn’t practical, there are ordering options.
According to official information, the shop accepts orders by phone/FAX and ships via Yamato Transport. (Cash-on-delivery may be available.)

You may also find Izu Beef listed through Furusato Nozei (Japan’s tax-deductible donation program), depending on availability.

• Example shown: “Izu Beef shoulder loin slices (for sukiyaki / yakiniku), 750 g”
• Listed amount at the time: 20,000 yen (as of July 1, 2020)

Prices and availability may change depending on the listing and season.

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Summary

Izu Beef is a rare local branded beef raised in small numbers in Izunokuni City.
If you’re visiting the area, buying it locally is straightforward—and if you live far away, ordering options can help.

Key takeaways

• A locally raised beef brand produced in limited quantities
• Easy to pair with a day trip in Izunokuni / Izu
• Ordering by phone/FAX and delivery options may be available

References

• Original Japanese article: https://rakuyu.co/2020/07/22/post-5161/
• Official site (Hirai Meat Shop / Izu Beef): https://hiraionikuya.wixsite.com/izugyuhirai