Japanese D2C brand THE ROAST BEEF (ザ・ローストビーフ), operated by Decnoverse Co., Ltd. (Setagaya, Tokyo), has announced that its signature product, the "Rich Meat Pie with Black Truffle" (濃厚ミートパイ 黒トリュフ), has received the OMOTENASHI Selection 2026 award. The product had previously earned the top "Grand Prix" honor at the 97th Japan Food Selection in March 2026.
What Is the OMOTENASHI Selection?
The OMOTENASHI Selection (おもてなしセレクション) is an annual award established in 2015 with the aim of discovering outstanding Japanese products and services that embody the spirit of "omotenashi" — Japan's culture of wholehearted hospitality — and sharing them with the world.
Only products and services that expert judges evaluate through hands-on review and deem truly representative of Japan's unique appeal are awarded. The selection evaluates quality, storytelling, and the potential to resonate in international markets.
About the "Rich Meat Pie with Black Truffle"
The "Rich Meat Pie with Black Truffle" is an upcycled product developed by THE ROAST BEEF, making use of off-cuts generated during the roast beef production process.
The pie features slow-braised beef, the fragrant aroma of black truffle, and a crispy pastry crust made with fermented butter. Hatcho miso (八丁味噌) is used as a secret ingredient, adding depth and richness to the flavor.
The product is stored frozen and can be enjoyed simply by heating in an oven, making it a convenient option for home use. It is also popular as a premium gift item.
Judge Evaluation Points
The judges highlighted several aspects of the product:
- The harmonious pairing of black truffle's rich aroma with the umami of slow-braised beef creates a sense of luxury
- The balance between the fermented butter pastry and the dense filling demonstrates a high level of refinement
- Despite using off-cuts from roast beef production, the quality does not feel like a byproduct
- Frozen storage and simple preparation suit today's busy lifestyles
- The use of Hatcho miso as a secret ingredient expresses distinctly Japanese flavors
- The product holds potential for acceptance in Western markets where meat pie culture is established, while also carrying uniquely Japanese character
- The product conveys a sense of premium quality and special appeal suitable for gifting
- The overall presentation — including product photography and packaging — is polished and purchase-inspiring
Message from the Business Director
Kazuki Sakai, business director at THE ROAST BEEF, commented on the award:
"This product was developed with taste as the absolute priority, even while making use of roast beef off-cuts. The aim was for the product to be chosen because it is delicious — not because it is upcycled — and for that to naturally contribute to reducing food waste.
What made this award particularly meaningful was that the recognition extended beyond flavor to include the product's story and its distinctly Japanese character. The aroma of black truffle, the umami of beef, the fermented butter pastry, and the Hatcho miso — while meat pies exist in other countries, this product carries a flavor that could only have been born in Japan."
