Exhibition Profile

Title:

Slogan: “Back to Basic, Beyond the Best!”

Dates: May 14(Tue) ~17(Fri), 2013 [4 Days]

Venue: KINTEX 1-5, 7-8 Halls

Scale: 38 countries / 1,210 exhibitors / 2,308 booths Organizer: KOTRA Co-organizer: KFIA , Allworld Exhibitions, KEM

Facts & Figures

Category 27th 28th 29th 30th 31st ↑↓%

Exhibition Space 53,541 53,541 53,541 70,449 64,831 ↓7.97%

Number of Exhibitors 888 1,095 1,102 1,155 1,210 ↑4.76%

Number of Booths 1,720 2,121 2,125 2,333 2,308 ↓1.07%

Number of Visitors 35,700 43,059 44,093 47,552 51,974 ↑9.29%

Number of Countries 30 35 43 45 38 ↓15.6%

Seoul Food 2013 created US$1,573,905,148 worth of businesses consulting

and actually established US$319,983,500 worth of contracts.

Opening Ceremmony

■ Date & Time : May 14(Tue), 2013 / 12:00

■ Venue : KINTEX 2 Hall 6A

PHOTOS : President Mr. Oh from KOTRA delivered an

opening speech.

PHOTOS : The VIP celebrate opening day with an official ribbon cutting ceremony.

<Domestic VIP>

President, Korea Trade-Investment Promotion Agency (KOTRA)

Ambassador, Embassy of United State to Korea

Minister, Ministry of Trade, Industry and Energy Republic of Korea

<International VIP>

Ambassador, Embassy of Thailand to Korea

Ambassador, Embassy of Spain to Korea

Ambassador, Embassy of Poland to Korea

Ambassador, Embassy of Philippines to Korea

Ambassador, Embassy of Colombia to Korea

Ambassador, Embassy of Chile to Korea

Ambassador, Embassy of Indonesia to Korea

Ambassador, Embassy of Italy to Korea

Ambassador, Embassy of Norway to Korea

Ambassador, Embassy of Ecuador to Korea

Ambassador, Embassy of Czech to Korea

Ambassador, Embassy of Peru to Korea

Ambassador, Embassy of Belgium to Korea

Ambassador, Embassy of Ukraine to Korea

Ambassador, Embassy of Kenya to Korea

President, Allworld Exhibitions

STEADY GROWTH COURSE

OF SEOUL FOOD

SEOUL FOOD has proven itself to be an important

meeting point in Korea for food professionals from

all over the world. Exhibitors are afforded countless

business and networking opportunities within an

exclusive B2B atmosphere.

As a result of enormous growth from 2011 to 2013,

SEOUL FOOD maintains its status as largest food

exhibition in Korea, the Asia’s premium food market.

Seoul Food 2013 was yet another record-breaking success:

■ 4.7% increase in exhibitors

■ 9.2% increase in total attendance

■ 4.6% increase in participated countries

The industry and its internationalization are continuing apace:

The success story of Seoul Food continues!

43,059 44,093

47,552 51,974

0

10,000

20,000

30,000

40,000

50,000

60,000

2010 2011 2012 2013

1,095 1,102 1,210 1,155

Visitors Exhibitors

Total Attendance of the Exhibitors

PHOTOS : Visitors tour the exhibition floor looking at the latest products and technology.

METHODOLOGY AND DATA SOURCES

The post show report for Seoul Food 2013 is based on

representative surveys of exhibitors, and visitors. The

interviews were conducted anonymously – in Korean

and English. All surveys were performed every day for

the duration of the exhibition. Additionally, the

answers of questions asked during the registration

process (on-site and online) were analyzed to provide

additional statistical information.

Please note that the graphics may contain rounding

differences. (Rounding differences are possible)

MAIN EXHIBITION AREAS

According to the product portfolios of 2012’s

exhibitors, 78% exhibited food products, 20%

showcased food technologies and 2% introduced its

culinary academy programs and techniques.

NUMBER OF EXHIBITORS

975

130

39 48 22

Primary Exhibitor Categories (in %)

Food & Hotel

FoodMac

FoodPack

FoodSafety

Culinary Academy

With a total of 1,210 exhibitors, Seoul Food grew about 4.7% from 2012 to 2013. The 2014 exhibition expects

1,250 exhibitors as it continues its growth trend. Seoul Food promotes the exchange between the food industry’s

most influential global markets. With an impressive share of 37% of exhibitors coming from abroad, the

international model remains true for Seoul Food.

NATIONALITIES OF EXHIBITORS

Seoul Food is internationally recognized as one of the

Asia’s leading brand for food exhibitions.

In 2013, 54.55% of the exhibitors were based in the

Korea, whereas 45.45% of exhibitors came from 41

different countries around the world.

China provided the largest number of international

exhibitors with 170 companies followed by 40 USA

and 35 Thailand.

The large participating nations, with their increasingly

significant industries, are among the Top 14 non-

Korean countries. Taiwan ranks fifth and Spain

seventh, not forgetting Japan, the sixth exhibitor

country.

Country Exhibitors Booths

China 170 184

USA 40 62

Taiwan 27 32

Thailand 35 32

Spain 25 28

Canada 21 26

Turkey 15 24

Mexico 10 20

Japan 22 18

Germany 9 16

Poland 20 12

Vietnam 11 12

Philippines 12 10

Colombia 10 10

Chile 9 10

New Zealand 8 10

39%

12% 10%

10%

7%

5%

4% 4%

4% 3%

2%

Agricultural

Seafood

Food Marketing & Service

Wine, Liquor & Beverage

Meat

Coffee & Tea

Dairy

Food Additives & Ingredients

Health & Organic Foods

Bakery & Confectionery

Poultry & Traditional Foods

MAIN EXHIBITION AREAS

OVERALL ASSESSMENT OF EXHIBITORS

INTENTION TO PARTICIPATE

IN THE FUTURE

WILLINGNESS TO RECOMMEND

The vast majority of exhibitors were very pleased with

their participation at Seoul Food 2013, as 30% of

exhibitors indicated that they were either “Very

Satisfied” or “Satisfied” with the overall experience at

Seoul Food in Korea.

Overall Assessment (in %)

1

11

15 20

10

Very unsatisfied

unsatisfied

Neutral

Satisfied

Very Satisfied

An overwhelming 52% of exhibitors indicated that

they will definitely or maybe attend a future exhibition.

Following suit with the overall satisfaction of the

exhibition, exhibitors clearly indicated that they will

very likely take part in Seoul Food 2014.

Intention to Attend a Future Exhibition (in %)

2 4

19

32

10 Not at all likely

Not very likely

Neutral

Very likely

Extremely likely

2

12

23 25

13 Not at all likely

Not very likely

Neutral

Very likely

Extremely likely

Another impressive figure: 38% of exhibitors

indicated their willingness to either definitely or

maybe recommends Seoul Food to their business

partners and colleagues.

ACHIEVEMENT OF EXHIBITOR OBJECTIVES

EXHIBITOR ASSESSMENT

PHOTOS : Seoul Food promotes international networking and outstanding business contacts.

Companies have many reasons why they choose to

exhibit at Seoul Food. Seoul Food’s exhibitors offer

diverse reasons and objectives for participating. The

graph shows the top objectives defined by exhibitors

in 2013 with corresponding degrees of fulfillment as

indicated in the survey.

The top expectations of exhibitors fulfilled at Seoul

Food 2013 were “Obtaining Market Information”

(30%), “Finding New Markets” (24%), “Finding

New Clients” (19%), “Image Building / Increasing

Company Recognition”(14%), “Introducing New

Products” (8%) and “Attracting New Business

Contracts” (5%).

Achievement of Exhibitor Objectives (in %)

There was a positive assessment of the

event and the exhibition concept. The air

of excitement felt throughout the

exhibition halls was confirmed as 53%

of the exhibitors indicated they were

either “Very Satisfied” or “Satisfied.”

Overall, exhibitors offered a good

assessment of “Reaching Targeted

Audiences” and “Quality of Visitors.”

Exhibitor Assessment (in %)

38

40

43

59

61

64

64

80

52

47

25

38

25

28

23

17

10

13

32

3

14

8

13

3

Number of Business

Contacts

Attractivess of

Accompanying Events

Number of Visitors at Booth

Information Service

Service Quality Management

Exhibition Facilities

Venue Accessibility

Staff Kindness

Very Satisfied/Satisfied Neutral Dissatisfied/Very Dissatisfied

35

40

49

51

57

60

38

49

46

46

30

40

28

11

6

4

13

Attracting New Business…

Introducing New Products

Image Building / Increasing…

Finding New Clients

Finding New Markets

Obtaining Market Information

Very Satisfied/Satisfied Neutral Dissatisfied/Very Dissatisfied

VISITOR QUANTITY AND

QUALITY REMAINS REMARKABLE

Most of Seoul Food’s exhibitors verified that they

value the quantity and, especially, the quality of

visitors of the exhibition. This is a reflection of why

Seoul Food’s exclusive business-to-business focus is

the industry’s best opportunity for the development of

market potential and deal making in Korea.

Seoul Food has proven itself as the ideal exhibition for

gaining new customers and maintaining existing

business relationships worldwide. A further increase

of exhibition visitors to more than 60,000 is expected

in 2014.

NUMBER OF VISITORS

35,700 43,059 45,331 47,552 51,974

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 2010 2011 2012 2013

Seoul Food Visitors

Seoul Food 2013 attracted 51,974 visitors, which

represents an increase of 9.29% in comparison to

the figures for 2013. A further increase, to over

60,000 visitors, is expected in the year to come.

PHOTO : There was a rush on the exhibition’s opening day.

TRADE VISITOR BREAKDOWN

Visitors by Purchasing Authority (in %)

AREAS OF INTEREST TO VISITORS

Visitors by Exhibition Hall (in %)

Seoul FoodMac Pavilion

Processing Machinery 34

Food IT Equipment 17

Kitchen Appliances∙Furniture 15

Kitchen & Restaurant Machinery 12

Bakery & Confectionery Equipment 10

Catering Service 8

Food Transportation Equipment 4

Visitors by Exhibition Hall (in %)

Seoul FoodPack Pavilion

Packaging Materials / Container 37

Packaging Machinery / Component 24

Packaging Processing 18

Packaging Related Machinery 15

Packaging Related Service 6

Visitors by Business Activity (in %)

0.5

0.7

0.8

0.9

1.4

2.6

2.7

3.3

3.6

4.3

7.3

8.9

10.3

12.5

40.1

- 2,000 4,000 6,000 8,000 10,000 12,000 14,000

Press

Convenient, Grocery Store

Department

Home Shopping

Wholesale Store

University, Academy

Organization, Associations

Research Institute

Hotel & Restaurant

Catering

Food Equipment

Trading Company

Franchise

Distributing Company

Manufacturing Company

Visitors by Exhibition Hall (in %)

Seoul FoodSafety Pavilion

Sanitation Equipment 45

Preservation Technology 32

Inspection & Analysis Machinery 21

Floor Safety 2

바꿔야 함

20

16

14 11

10

8

6

6

5 3 1

Final Decision

Maker

Marketing &

Planning

Sales

Purchasing

R&D

Manufacturing

Asministrsion

Country Buyers % Country Buyers %

CHINA 434 27.6% UKRAINE 4 0.3%

JAPAN 201 12.8% BRAZIL 3 0.2%

U.S.A 140 8.9% QATAR 3 0.2%

TAIWAN 70 4.5% SOUTH AFRICA 3 0.2%

INDONESIA 61 3.9% ARGENTINA 2 0.1%

THAILAND 58 3.7% BAHRAIN 2 0.1%

RUSSIA 52 3.3% BELGIUM 2 0.1%

CANADA 48 3.1% ECUADOR 2 0.1%

SINGAPORE 34 2.2% FINLAND 2 0.1%

AUSTRALIA 30 1.9% JORDAN 2 0.1%

HONG KONG 30 1.9% KUWAIT 2 0.1%

MALAYSIA 28 1.8% KYRGYZSTAN 2 0.1%

FRANCE 24 1.5% LIBYA 2 0.1%

MONGOLIA 23 1.5% PERU 2 0.1%

VIETNAM 22 1.4% SWEDEN 2 0.1%

GERMANY 21 1.3% AUSTRIA 1 0.1%

ITALY 18 1.1% BANGLADESH 1 0.1%

PHILIPPINES 18 1.1% BOLIVIA 1 0.1%

U.K 14 0.9% BULGARIA 1 0.1%

MEXICO 12 0.8% EGYPT 1 0.1%

NETHERLANDS 11 0.7% GHANA 1 0.1%

SPAIN 10 0.6% GREECE 1 0.1%

COLOMBIA 9 0.6% ISRAEL 1 0.1%

ETHIOPIA 9 0.6% KAZAKHSTAN 1 0.1%

POLAND 9 0.6% LAOS 1 0.1%

IRAN 8 0.5% LEBANON 1 0.1%

UZBEKISTAN 8 0.5% MALDIVES 1 0.1%

INDIA 7 0.4% NEPAL 1 0.1%

KENYA 7 0.4% NIGERIA 1 0.1%

NEW ZEALAND 7 0.4% PAKISTAN 1 0.1%

SWITZERLAND 7 0.4% PARAGUAY 1 0.1%

TURKEY 7 0.4% SAUDIARABIA 1 0.1%

CHILE 6 0.4% TANZANIA 1 0.1%

CZECH REPUBLIC 5 0.3% OTHERS 72 4.6%

Total 1,573 100.00%

OVERSEAS BUYERS

SEOUL FOOD 2013 venue was filled overseas buyers. From total 1,573 buyers, The largest number of country was china, followed by Japan, USA, Tawan and many more.

PHOTOS : With its intimate surroundings, Seoul Food is ideal to conduct private and important business meetings.

PHOTOS : Fresh CUBA was very successful and useful.

PHOTOS : K-Food Global Marketing Seminar provided useful information to participants.

SEOUL INT’L CULINARY ACADEMY

Renowned culinary institutes from Korea and abroad gave cooking demonstrations that

satisfied both the eyes and palate. Chef-training programs and courses were introduced

and career counseling was offered for students interested in the culinary field.

PHOTOS : For the younger crowd, a junior cooking competition featured young and vibrant contestants flaunting their diverse talents.

PHOTOS : Cooking Concert.