CONTENTS

I. Exhibition Profiles

II. Exhibition Results

- SEOUL FOOD Growth

- Distribution of Exhibition

- KOTRA Programs

III. Survey

IV. Visitor Breakdown

V. Overseas Buyers

I. EXHIBITION PROFILES

Title: SEOUL FOOD 2015

Slogan: “Wave on the Table”

Dates: May 12(Tue) ~ 15(Fri), 2015 [4 Days]

Venue: KINTEX 1-5 (Int’l Hall5), 7-8 Halls

Time: 10:00 ~ 17:00

Scale: 44 countries / 1,487 exhibitors / 2,896 booths

Organizer: KOTRA

Co-organizer: KFIA, Allworld Exhibitions, KEM

Facts & Figures

SEOUL FOOD 2015 created US$ 565 million worth of business consulting and actually established US$ 78 million

worth of contracts.

Category 29th 30th 31st 32nd 33rd *(↑↓%)

Exhibition Space 53,541 53,541 64,831 64,831 74,171 ↑14.4

Exhibitors 1,101 1,160 1,210 1,336 1,487 ↑11.3

Booths 2,125 2,333 2,308 2,553 2,896 ↑13.4

Visitors 44,093 47,552 51,974 52,800 54,117 ↑2.49

Countries 43 45 38 45 44 -

Hall 1,2,3 Hall 4,5 Hall 7,8

SEOUL FOODTECH

SEOUL FOODPACK

SEOUL HORECATECH

SEOUL FOOD&HOTEL

(INTERNATIONAL)

SEOUL FOOD&HOTEL

(DOMESTIC)

1,160 1,210 1,336 1,487

49,156 51,974 52,800 54,117

0

10,000

20,000

30,000

40,000

50,000

60,000

2012 2013 2014 2015

Exhibitors Visitors

II. EXHIBITION RESULTS Total Attendance of Exhibitors

STEADY GROWTH COURSE OF

SEOUL FOOD

SEOUL FOOD has proven itself to be an important meeting

spot 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 2012 to 2015, SEOUL

FOOD maintains its status as the largest food exhibition in

Korea, as Asia’s premium food market.

SEOUL FOOD 2015 was yet another record-breaking

success:

11.3% increase in exhibitors

13.4% increase in total booths

2.45% increase in total visitors

14.4% increase in total exhibition space

The industry and its internationalization are progressing apace:

The success story of SEOUL FOOD continues!

MAIN EXHIBITION AREAS

According to the product portfolio of 2015’s exhibitors, 56.9% exhibited food and hotel products, 30.9 % showcased

food technologies, 9.3% introduced its food packing technologies and techniques, and 2.9% introduced their

HORECA technology products and brands.

NUMBER OF EXHIBITORS

With total of 1,487 exhibitors, SEOUL FOOD grew about 11.3% from 2014 to 2015. The SEOUL FOOD 2016 is

expected to have 1,550 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 43% of exhibitors coming from abroad,

the international model remains true for SEOUL FOOD.

DISTRIBUTRION OF MAIN EXHIBITION AREAS

56.9 30.9

9.3 2.9

Primay Exhibitor Categories

(in%)

FOOD&HOTEL

FOODTECH

FOODPACK

HORECATECH

NATIONALITIES OF EXHIBITORS

SEOUL FOOD is internationally recognized as one of the Asia’s

leading brand for food exhibitions.

In 2015, 57% of the exhibitors were based in Korea, whereas 43%

came from 44 different countries around the world.

China provided the largest number of exhibitors with 191

companies, followed by 56 U.S.A. companies and 54 Australian

companies.

The large participating nations, with their increasingly significant

industries, are among the TOP 14 non-Korean countries. Canada

ranks as the fourth, Thailand ranks as the fifth, and not

forgetting Taiwan, the sixth largest participating country.

Country Exhibitors Booths

China 151 156

U.S.A. 56 78

Australia 54 28

Canada 51 40

Thailand 37 40

Taiwan 29 31

Austria 24 8

Spain 21 26

Turkey 19 38

Ecuador 14 12

Indonesia 12 10

Belgium 11 17

Germany 11 17

New Zealand 11 15

Vietnam 11 12

39%

12% 10%

10%

7%

5%

4% 4%

4% 3% 2%

Distribution of Main Exhibition Areas

Agriculture

Seafood

Food Maketing & Service

Wine, Liquor & Beverage

Meat

Coffee & Tea

Dairy

Food Additive & Ingredients

Health & Organic Foods

Bakery & Confectionery

KOTRA Programs

Biz Matching

SEOUL FOOD 2015 organized over 70meetings

between overseas exhibitors with domestic vendors

and distributors. “Biz Matching” is to support

overseas exhibitors’ for entering the Korean market.

The specialized marketing companies match the

overseas exhibitor to the right vendor, importer, or

distributor and organize 1:1 consulting.

Next year, we hope to match even more companies

and make more rich consultation.

Meetings

SEOUL FOOD organized

Global Distributor’s Meeting

Global Korean Buyer Meeting

Global Food Plaza 2015

These meetings supported exhibitors and buyers

who were lack of information about overseas

export and had difficulties in searching for the

buyers. Also, the meetings provided real outcome

creation and an opportunity for stable distribution

network expansion through giving one to one

matching and consulting opportunity of the

purchase.

35

40

49

51

57

60

38

49

46

46

30

40

28

11

6

6

13

0

0% 20% 40% 60% 80% 100%

Attracting New Business

Introducing New Products

Image Building

Finding New Clients

Finding New Markets

Obtaining Market Information

Very Satisfied / Satisfied Neutral Dissatisfied / Very Dissatisfied

38

40

43

59

61

64

64

80

52

47

25

38

25

28

23

17

10

13

32

3

14

8

13

3

0% 20% 40% 60% 80% 100%

Number of Business Contacts

Attractiveness of Events

Number of Visitors at Booth

Information Service

Servie Quality

Exhibiton Facilities

Venue Accessibility

Staff Kindness

Very Satisfied / Satisfied Neutral Dissatisfied / Very Dissatisfied

III. SURVEY

ACHIEVEMENT OF EXHIBITOR OBJECTIVES Achievement of Exhibitor Objectives (in%)

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 TOP6 objectives defined by exhibitors in 2015 with

corresponding degrees of fulfillment as indicated in the

survey.

The top expectations of exhibitors’ fulfillment at SEOUL

FOOD 2015 were ‘Obtaining Market Information’(30%),

‘Finding New Markets’(24%), Finding New Clients’(19%),

‘Image Building’(14%), ‘Introducing New Products’(8%),

and ‘Attracting New Business Contracts’(5%).

EXHIBITOR ASSESSMENT Exhibitor Assessment (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 Audience’ and ‘Quality of Visitors’.

45,331

49,156

51,974 52,800

54,117

40,000

42,000

44,000

46,000

48,000

50,000

52,000

54,000

56,000

2011 2012 2013 2014 2015

Number of

Visitors

Number of Visitors

IV. VISITOR BREAKDOWN

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 potential

market and deal making in Korea.

SEOUL FOOD has proven itself as an ideal exhibition for gaining new customers and maintaining existing business

relationship in worldwide. Further increase of exhibition

visitors are expected more than 60,000 in 2016.

NUMBER OF VISITORS

SEOUL FOOD 2015 attracted 54,117 visitors, which

represents an increase of 2.49% compared to 2014.

36.8

12.3 10.2

8.2

4.3

5

2.7

2.6

17.9

Visitors by type

Food Manufacturer

Distribution

Franchise

Trade Company

Research Institute

Wholesale Trader

Retail Trader

Press & Association

Others

0.2

0.3

0.5

0.5

0.5

0.8

1.1

1.4

2

2.4

2.8

3.1

4

6.4

8.6

9.7

11.3

23.6

0 5 10 15 20 25

Department Store

Convenience Store

Press

Market

Home Shopping

Agricultural Company

University & Academy

Ingredients & Feeding Service

Hotel and Resort

Public office & Institute

Research Institute

Others

Food Equipment Manufacturer

Wholesaler and Retailer

Franchise

Trading Company

Distribution Company

Food Manufacturer

Visitors by Business Activity (in %)

Visitors by Business Activity (in %)

AREAS OF INTEREST TO VISITORS

SEOUL FOOD 2015 venue was filled with many overseas buyers.

Packaging Machinery & Component

Packaging Materials & Container

Packaging Design

Packaging Processing Machinery

Technology Related Packaging

Packaging Print Machinery

logistic Machinery And Service

Patented Packaging Product

0 5 10 15 20 25 30 35

FOODPACK Pavillion

FOODPACK Pavillion

0 5 10 15 20 25 30 35

kitchen & Restaurant Machinery

Coffee Machinery

Ceramic & Dishware

Others

HORECA TECH Pavilion

HORECA TECH Pavilion

31.6

20.8

15.4

12.3

9

4.4

4.2

2.3

Packaging Machinery & Component

Packaging Materials & Container

Packaging Design

Packaging Processing Machinery

Technology Related Packaging

Packaging Print Machinery

logistic Machinery And Service

Patented Packaging Product

0 5 10 15 20 25 30 35

FOODTECH Pavilion

FOODTECH Pavilion

V. OVERSEAS BUYERS SEOUL FOOD 2015 venue was filled with overseas buyers. Out of total 3,258 buyers, the largest number of buyers came from China,

followed by Japan, U.S.A, and many more.

Country Buyers Ratio

(%)

Country Buyers Ratio

(%)

CHINA 903 27.7 NEPAL 8 0.2

JAPAN 264 8.1 SWITZERLAND 8 0.2

U.S.A. 197 6.0 CZECH 7 0.2

INDONESIA 155 4.8 GREECE 7 0.2

THAILAND 151 4.6 SENEGAL 7 0.2

TAIWAN 111 3.4 MACAU 6 0.2

HONG KONG 84 2.6 TANZANIA 6 0.2

CANADA 79 2.4 BANGLADESH 5 0.2

SINGAPORE 72 2.2 BULGARIA 5 0.2

AUSTRALIA 62 1.9 DENMARK 5 0.2

RUSSIA 62 1.9 ISRAEL 5 0.2

MALAYSIA 58 1.8 JORDAN 5 0.2

MONGOLIA 56 1.7 KUWAIT 5 0.2

VIETNAM 55 1.7 KYRGYZSTAN 5 0.2

PHILIPPINES 52 1.6 SOUTH AFRICA 5 0.2

GERMANY 43 1.3 IRAQ 4 0.1

FRANCE 42 1.3 PARAGUAY 4 0.1

ITALY 42 1.3 ALGERIA 3 0.1

INDIA 41 1.3 AMERICAN SAMOA 3 0.1

CHILE 31 1.0 DOMINICAN REPUBLIC 3 0.1

SPAIN 31 1.0 ECUADOR 3 0.1

UZBEKISTAN 30 0.9 FINLAND 3 0.1

PAKISTAN 25 0.8 GUAM 3 0.1

NETHERLANDS 24 0.7 LIBYA 3 0.1

KENYA 21 0.6 SWEDEN 3 0.1

IRAN 20 0.6 UGANDA 3 0.1

U.K 20 0.6 CAMBODIA 2 0.1

NEWZEALAND 18 0.6 CAMEROON 2 0.1

NIGERIA 18 0.6 LATVIA 2 0.1

MYANMAR 16 0.5 NORWAY 2 0.1

AUSTRIA 15 0.5 PAPUA NEWGUINEA 2 0.1

PERU 15 0.5 POLAND 2 0.1

TURKEY 15 0.5 RUMANIA 2 0.1

BELGIUM 14 0.4 SAINT KITTS AND

NEVIS

2 0.1

ARGENTINA 13 0.4 SERBIA 2 0.1

BRAZIL 13 0.4 BELARUS 1 0.0

CUBA 13 0.4 COSTARICA 1 0.0

KAZAKHSTAN 12 0.4 COTE D’IVOIRE 1 0.0

SRI LANKA 12 0.4 EGYPT 1 0.0

U.A.E 11 0.3 GAMBIA 1 0.0

GHANA 10 0.3 LIBERIA 1 0.0

SAUDI ARABIA 10 0.3 MALDIVES 1 0.0

UKRAINE 10 0.3 MOZAMBIQUE 1 0.0

HUNGARY 9 0.3 PORTUGAL 1 0.0

MEXICO 9 0.3 SIERRA LEONE 1 0.0

COLOMBIA 8 0.2 SYRIA 1 0.0

ETHIOPIA 8 0.2 VENEZUELA 1 0.0

BABON 8 0.2 OTHERS 116 3.6

TOTAL 3,258 100