A farm in Australia. The Australian Lamb Industry is Climate Neutral - meaning production doesn't contribute to additional global temperature rise.

Ho Chi Minh City – The Lambassador Showcase 2025, organised by Meat & Livestock Australia (MLA), successfully concluded on April 21 in Ho Chi Minh City. The event drew considerable attention from culinary experts, chefs, representatives from restaurants and hotels, importers, distributorsand enthusiasts of the unique taste of Australian lamb.

Why Does Lamb Captivate the Palates of Discerning Food Lovers?

Beyond being a rich source of protein, lamb sets itself apart with its characteristic and appealing flavour, coupled with high nutritional value. Notably, its perceived “cooling” properties and ease of digestion have made it a preferred choice for many consumers. Its culinary versatility—ranging from traditional roasts to modern, innovative dishes—further enhances the appeal of this ingredient. Moreover, with growing consumer focus on provenance and quality, Australian lamb, with its rigorous production processes, continues to receive high acclaim.

Australia’s Reputable and High-Quality Lamb Industry

By leveraging natural advantages, stringent standards, the application of advanced scientific and technical methods, and a strong commitment to sustainability, the Australian sheep farming industry has built a robust global reputation. This harmonious combination enables Australian lamb to meet domestic demand while also solidifying its position as a leading exporter, successfully catering to even the most demanding markets with its quality and reliable provenance.

The exceptional reputation and quality of the Australian lamb industry go beyond simply providing premium ingredients. To disseminate these values and inspire creativity within the global culinary community, Meat & Livestock Australia (MLA) initiated the Lambassador programme. This initiative collaborates with talented chefs worldwide to promote and innovate with Australian lamb. The programme not only raises awareness of the quality of Australian lamb but also fosters culinary innovation and cultivates a community passionate about this exceptional ingredient.

The industry participants explored the lamb cuts and packaging from Australian exporters

Lambassador Showcase 2025 in Vietnam: Exploring Asian Market Potential

According to MLA, China remains the world’s largest consumer of lamb, with Australia leading as its top exporter. Speaking at the event, Mr. Spencer Whitaker, Market Development Manager for the Asia-Pacific region, highlighted key consumption trends in both China and Japan. He also pointed to Vietnam as a promising growth market, noting that local dining habits are increasingly shaped by culinary influences from these neighboring powerhouses.

The successful Lambassador Showcase 2025 in Ho Chi Minh City offered a unique platform for Vietnamese culinary professionals to engage with leading Asian Lambassadors. Attendees witnessed world-class culinary demonstrations, participated in in-depth Masterclasses and Workshops, and enjoyed an exclusive menu featuring Australian lamb.

Four Lambassadors from Japan, China and Vietnam to showcase Aussie Lamb at Lambassador Showcase 2025

A key highlight of the event was the workshop, which provided in-depth knowledge on maximising the potential of lamb in diverse markets. Speakers focused on analysing lamb market trends in Asia region.

Another important aspect of the workshop was guidance on utilising secondary cuts of lamb to create cost-effective yet distinctive and appealing menu options. Experts also shared practical insights into introducing innovative lamb dishes tailored to the palates and preferences of specific markets, thereby opening up creative avenues for restaurants and food businesses.

The event proudly welcomed the participation and knowledge-sharing of four leading culinary experts—the talented “Lambassadors”: Moriaki Higashizawa (Japan), Chef Bin Dai (China), Francis Thuan (Vietnam), and Aeron Trần (Vietnam). Each Lambassador brought unique perspectives and exceptional culinary creations featuring Australian lamb, enriching the experience for attendees.

Chef Francis Thuan, founder and head chef of Nephele and one of Lambassadors, has been a vocal advocate for integrating lamb into local cuisine. He shared, “Lamb is a highly nutritious ingredient, but it's not yet a common part of the Vietnamese diet. I’ve had the opportunity to be a Lambassador since 2022 and visited Australia to see the entire journey from farm to table. Since then, lamb dishes have become a regular feature on my restaurant menu. I’m always eager to introduce lamb in a way that feels familiar and approachable to the Vietnamese palate.”

The evening culminated in a truly multicultural gastronomic journey, where guests savoured exquisite dishes prepared by the Lambassadors themselves, encouraging inspiring conversations and valuable networking opportunities.

The Lambassador Showcase 2025 was not merely a culinary event but also a vital forum for industry professionals to share knowledge, explore potential, and expand collaborative networks—promising new opportunities for the growth of Australian lamb in the Vietnamese and broader Asian markets./.