Seoul food, UFI and Korean Ministry of Knowledge and Economy have approved it as global top 3 food industry exhibition.

2. 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
Seoul Food 2013 created US$1,573,905,148 worth of businesses consulting
and actually established US$319,983,500 worth of contracts.
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%

3. 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

4. STEADY GROWTH COURSE
OF SEOUL FOOD
Total Attendance of the Exhibitors
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.
60,000
50,000
47,552
51,974
43,059
44,093
1,095
1,102
1,155
1,210
2010
2011
2012
2013
40,000
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.
30,000
20,000
10,000
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!
PHOTOS : Visitors tour the exhibition floor looking at the latest products and technology.
0
Visitors
Exhibitors

5. METHODOLOGY AND DATA SOURCES
MAIN EXHIBITION AREAS
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.
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.
Primary Exhibitor Categories (in %)
Please note that the graphics may contain rounding
differences. (Rounding differences are possible)
39
48 22
Food & Hotel
130
FoodMac
FoodPack
FoodSafety
975
Culinary Academy
NUMBER OF EXHIBITORS
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.

6. MAIN EXHIBITION AREAS
Agricultural
3%
4%
4%
4%
Seafood
2%
Food Marketing & Service
Wine, Liquor & Beverage
39%
5%
Meat
Coffee & Tea
7%
Dairy
Food Additives & Ingredients
10%
10%
Health & Organic Foods
12%
Bakery & Confectionery
Poultry & Traditional Foods
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 nonKorean 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

7. OVERALL ASSESSMENT OF EXHIBITORS
Overall Assessment (in %)
Very unsatisfied
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.
1
10
11
unsatisfied
Neutral
15
20
Satisfied
Very Satisfied
INTENTION TO PARTICIPATE
Intention to Attend a Future Exhibition (in %)
IN THE FUTURE
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.
10
2
4
Not at all likely
Not very likely
19
Neutral
Very likely
Extremely likely
32
WILLINGNESS TO RECOMMEND
Another impressive figure: 38% of exhibitors
indicated their willingness to either definitely or
maybe recommends Seoul Food to their business
partners and colleagues.
2
13
Not at all likely
12
Not very likely
Neutral
Very likely
25
23
Extremely likely

8. 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 top objectives defined by exhibitors
in 2013 with corresponding degrees of fulfillment as
indicated in the survey.
60
57
30
51
13
46 4
49
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%).
46
49
6
Finding New Markets
Finding New Clients
Image Building / Increasing…
38
Very Satisfied/Satisfied
11
Introducing New Products
28
40
35
Obtaining Market Information
40
Attracting New Business…
Neutral
Dissatisfied/Very Dissatisfied
Exhibitor Assessment (in %)
EXHIBITOR ASSESSMENT
80
64
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.”
17 3
23
13
Venue Accessibility
Exhibition Facilities
64
28
8
61
25
14
59
43
38 3
25
Service Quality Management
Information Service
32
Neutral
PHOTOS : Seoul Food promotes international networking and outstanding business contacts.
13
Attractivess of
Accompanying Events
52
38
Number of Visitors at Booth
47
40
Very Satisfied/Satisfied
Staff Kindness
10
Number of Business
Contacts
Dissatisfied/Very Dissatisfied

9. 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.

10. NUMBER OF VISITORS
Seoul Food Visitors
60,000
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.
50,000
35,700 43,059
51,974
45,331 47,552
40,000
30,000
20,000
10,000
0
2009
PHOTO : There was a rush on the exhibition’s opening day.
2010
2011
2012
2013

11. TRADE VISITOR BREAKDOWN
AREAS OF INTEREST TO VISITORS
Visitors by Purchasing Authority (in %)
Visitors by Exhibition Hall (in %)
Final Decision
Maker
20
6
Planning
Sales
6
Purchasing
8
16
R&D
Manufacturing
14
Food IT Equipment
17
15
Kitchen & Restaurant Machinery
12
10
Catering Service
10
11
34
Kitchen Appliances∙Furniture
Marketing &
Processing Machinery
Bakery & Confectionery Equipment
3 1
5
Seoul FoodMac Pavilion
8
Food Transportation Equipment
4
Asministrsion
Visitors by Exhibition Hall (in %)
Seoul FoodPack Pavilion
Packaging Materials / Container
40.1
Manufacturing Company
Distributing Company
12.5
Franchise
10.3
Trading Company
8.9
Food Equipment
7.3
24
Packaging Processing
18
Packaging Related Machinery
15
Packaging Related Service
6
Catering
4.3
Hotel & Restaurant
3.6
Research Institute
3.3
2.7
Organization, Associations
2.6
University, Academy
Visitors by Exhibition Hall (in %)
Wholesale Store
1.4
0.9
Home Shopping
0.8
Department
0.7
Convenient, Grocery Store
0.5
-
37
Packaging Machinery / Component
Visitors by Business Activity (in %)
Press
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Seoul FoodSafety Pavilion
Sanitation Equipment
45
Preservation Technology
32
Inspection & Analysis Machinery
21
Floor Safety
2

12. 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.
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%

13. PHOTOS : K-Food Global Marketing Seminar provided useful information to participants.
PHOTOS : Fresh CUBA was very successful and useful.
PHOTOS : With its intimate surroundings, Seoul Food is ideal to conduct private and important business meetings.

14. 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.