A two-stage model estimates aggregate and source-specific import demand elasticities for pork in Japan. The low income elasticity of imported pork and low income elasticity of U.S. pork reflect consumer survey results of low quality rating for imported pork compared to domestic pork, and rating for U.S. pork not higher than Canadian pork. To maintain and increase market share, the U.S. needs strategies to reverse consumer attitude by positioning U.S. pork as high quality, safe, and low cost.