They're talking about Kobe beef.
What is Kobe beef?
Kobe beef is a truly high-end luxury. Cuts of this meat are upwards of $100 bucks a pop, much of this cost due to the slow, organic manner in which the cattle are raised. Kobe beef comes only from a Japanese black-haired breed called Wagyu cattle ("wa-" means "Japanese," and "gyu" means "cattle." Considered the foie-gras of beef, Kobe is so highly marbled that the fat seems almost as prominent as the lean. However, this is the "good," unsaturated fat, and well worth the occasional indulgence.
What makes it so special?
Kobe beef, or the Wagyu cattle, are fed organic grains, Japanese beer, and even sake mash. Some Japanese farmers reportedly even brush sake on their cattle's coats, in the belief that this will soften their skin and improve the quality of the meat. While this concept may be debatable at best, it illustrates the care and respect given to the cattle as they are being raised.
How does Kobe beef taste?
When it's cooked right, a filet mignon of Kobe beef is utterly transcendent. Juicy, buttery, with a melt-in-your-mouth quality that puts even prime rib to shame, Kobe beef epitomizes luxury food. You shouldn't even need to use a steak knife; it's that tender. There is a subtle sweetness to Kobe beef that makes even sirloin burgers perfect without ketchup.
Is it hard to cook?
In a word, yes. Kobe beef's rich flavor comes predominantly from its high fat-to-lean ratio, and overcooking a Kobe steak or Kobe short ribs will dry it out. Kobe beef is expensive, so be careful! If the fat melts off, you've cooked it too long, and it will be tough. Don't treat a cut of Kobe beef like a regular steak on the grill; flip it fast, and get it off the grill. Alternatively, sear it quickly on an iron skillet. Kobe beef is so delicious that it really doesn't need any seasoning. But if you insist, a little salt and pepper before the grill, or a brushing of soy sauce after searing it, can serve to enhance the flavor.
I had some Kobe beef in Japan back in the mid '80s.
Overrated.
My wife and I got some Wagyu from my wife’s boss (we were living in Kyoto). You had to panfry the stuff for a short time.
I’ll tell you, I was really disappointed. It was like eating half cooked pork. The problem with Japanese beef is they only make Wagyu style beef, and you CAN’T BUY the American stuff half the time because they’ve banned it for a year due to a suspicious case of BSE that may have happened.
One time they banned it Yoshinoya almost went bankrupt because they only use American beef.
I once had a Kobe beef hanburger. Can’t say it was all that special.