Abstract: With the intensification of competition in the international market of agricultural products, how small-scale agriculture in East Asia can create new value for consumers based on the value of traditional agricultural products, and through the emotional marketing methods such as product external factors, scenarios and socio-economic factors, building a market competition strategy that is differentiated from the large-scale agricultural consumer goods supply system in Europe and the United States has become a key to sustainable agricultural development in East Asia. Based on the framework of consumer value theory, this paper takes the Japanese beef market as an example to analyze the diversified value creation of Japan's beef and discusses its value realization mechanism. The study found that in order to cope with the pressure of low-cost competition brought about by the globalization of the agricultural product market, the Japanese beef industry is trying to utilize the diversity of agricultural products and establish a diverse beef value composition. A system to compensate for the high cost disadvantages faced by small-scale farms in East Asia. It is found that the Japanese beef industry has created a diversified beef value system through a series of value creation strategies, including quality improvement, psychological value addition, social and cultural enrichment. However, some of these values are hidden and difficult to be recognized and paid by consumers. There are also some values that have public goods attributes and external benefits, and consumers tend to be free-riders. In this regard, Japan has promoted the establishment of a value exchange mechanism centered on specialized beef grading and a diversified price formation mechanism based on market auctions and bidding. These policies and measures have made achievements in enhancing consumers' value cognition and making up for insufficient willingness to pay. For small-scale farms in China, which are also under the pressure of international competition in East Asia, how to build a diversified agricultural product value system to overcome the disadvantage of cost competition and enhance international competition power is instructive.