CONTENT

I. Exhibition Profile

II. Exhibition Results

- SEOUL FOOD Growth

- Distribution of Exhibition

- KOTRA Programs

III. Survey

IV. Visitor Breakdown

V. Overseas Buyers

I. EXHIBITION PROFILE

Title: SEOUL FOOD 2016

Slogan: “Delight your taste buds”

Date: May 10(Tue) ~ 13(Fri), 2016 [4 Days]

Venue: KINTEX 1-5 (Int’l Hall4~5), 7-8 Halls

Time: 10:00 ~ 17:00

Scale: 46 countries / 1,520 exhibitors / 2,915 booths

Organizer: KOTRA

Co-organizer: KFIA, Allworld Exhibitions, KEM

Facts & Figures

SEOUL FOOD 2016 created US$ 480 million worth of business consulting and actually established US$ 72 million

worth of contracts.

Category 30th 31st 32nd 33rd 34th *(↑↓%)

Exhibition Space 64,766 64,831 64,831 74,171 74,171 -

Number of Exhibitors 1,160 1,210 1,336 1,487 1,520 ↑2.2

Number of Booths 2,333 2,308 2,553 2,896 2,915 ↑0.7

Number of Visitors 47,552 51,974 52,800 54,117 53,406 ↓1.3

Number of Countries 45 38 45 44 46 -

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

SEOUL FOODTECH

SEOUL FOODPACK

HORECATECH

SEOUL FOOD & HOTEL

(INTERNATIONAL)

SEOUL FOOD & HOTEL

(DOMESTIC)

1,210 1,336 1,487 1,520

51,974 52,800

54,117 53,406

0

10,000

20,000

30,000

40,000

50,000

60,000

2013 2014 2015 2016

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 offered countless business and

networking opportunities within an exclusive B2B

atmosphere.

As a result of enormous growth between 2012 and 2016,

SEOUL FOOD maintains its status as the largest food

exhibition in Korea, as well as Asia’s premium food market.

Being Asia’s top fourth exhibition in the field of food

industry, SEOUL FOOD 2016 achieved a big success once

again.

2.2% increase in exhibitors

0.7% increase in total booths

The industry and its internationalization are progressing apace:

The success story of SEOUL FOOD continues!

MAIN EXHIBITION AREAS

According to the product portfolio of 2016’s exhibitors, 69.7% exhibited food and hotel products, 19.8% showcased

food technologies, 8.2% introduced its food packing technologies and techniques, and 2.3% introduced their

HORECA products and brands.

NUMBER OF EXHIBITORS

With total of 1,520 exhibitors, SEOUL FOOD grew about 2.2% from 2015 to 2016. The SEOUL FOOD 2017 is expected

to have 1,600 exhibitors as it continues with its growth trend. SEOUL FOOD promotes exchange between food

industry’s most influential global markets. With an impressive share of 45% of exhibitors coming from abroad, the

international model remains true for SEOUL FOOD.

DISTRIBUTRION OF MAIN EXHIBITION AREAS

69.7

19.8

8.2 2.3

Primary Exhibitor Categories

(in%)

FOOD&HOTEL

FOODTECH

FOODPACK

HORECA

NATIONALITIES OF EXHIBITORS

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

leading brand for food exhibitions.

In 2016, 55% of the exhibitors were based in Korea, whereas 45%

came from 46 different countries around the world.

China provided the largest number of exhibitors with 204

companies, followed by 58 U.S.A. companies and 44 Canadian

companies.

The major participating nations, with their increasingly significant

industries, are among the TOP 15 non-Korean countries. Thailand

ranks as the fourth, Turkey as the fifth, followed by Taiwan, as the

sixth largest participating country.

Country Exhibitors Booths

China 204 220

U.S.A. 58 94

Canada 44 44

Thailand 43 51

Turkey 26 56

Taiwan 22 28

Spain 19 22

Australia 18 15

Indonesia 18 15

Italy 16 18

South Africa 15 10

Germany 13 15

Vietnam 12 10

Chile 11 10

Mexico 10 14

41%

3% 11%

8%

9%

4%

3%

7%

7% 5%

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

11 19 24

63 54

129 64 70

138

2014 2015 2016

Conducted Meetings

Applied Company

Matching Countries

KOTRA Programs

Biz Matching

SEOUL FOOD 2016 organized over 138meetings

between overseas exhibitors with domestic vendors

and distributors. “Biz Matching” is to support

overseas exhibitors’ for penetrating the Korean

market. Specialized marketing companies matched

overseas exhibitors with the right vendors, importers,

or distributors and organized 1:1 consultation

sessions. Next year, we hope to match even a

greater number of companies and make

consultation opportunities more worthwhile.

Biz Matching Achievement Quantitative Results

One of the biggest achievements this year was the Biz-

Matching Program. Figures show an enormous growth

in the number of business-to-business meetings

organized at our venue. The number of companies that

applied for biz-matching has more than doubled in

comparison to the previous year, resulting in a total of

138 meetings conducted. With increasing demand in

biz-matching, we expect to be able to offer more

opportunities for one-to-one consultation sessions that

are of higher quality and reliability.

Meetings

SEOUL FOOD organized

Global Distributor’s Meeting

Global Korean Buyer Meeting

Global Food Plaza 2016

These meetings supported exhibitors and buyers who

lack information on overseas exports and have

difficulties in seeking relevant buyers. Also, the

meetings created real outcome along with

opportunities to build stable distribution networks by

offering one-to-one matched consultation sessions

for worthwhile business discussions.

● Global Food Plaza 2016

A stable network of KOTRA’s overseas business centers worked together contributing largely to another successful year.

Thanks to their effort and cooperation, 134 companies were hosted from 29 countries. The big event ended productively

with an outcome of 1,032 meetings conducted and US$ 379.2 million worth of concluded deals.

Number of participating Countries 29

All buyers were invited by

49 KOTRA Overseas Business Centers

Number of Invited Companies 134

Number of conducted Meetings 1,032

Number of Concluded Deals US$ 379.2million

49,156

51,974 52,800

54,117 53,406

46,000

48,000

50,000

52,000

54,000

56,000

2012 2013 2014 2015 2016

Number of

Visitors

Number of Visitors

III. 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 the number of

exhibition visitors are expected to exceed 60,000 in 2017.

NUMBER OF VISITORS

SEOUL FOOD 2016 attracted 53,406 visitors, maintaining its

overall growth trend since 2012.

5.1

0.2

0.3

0.5

0.5

0.7

0.7

1.3

1.5

1.5

1.7

3.4

3.9

5.4

6.3

6.4

7.2

27.5

0 5 10 15 20 25 30

Others

Press

Department Store

Convenience Store

Home Shopping

Market

Agricultural Company

Research Institute

Ingredients & Feeding Service

Public office & Institute

Hotel and Resort

Food Equipment Manufacturer

Wholesaler and Retailer

Trading Company

University & Academy

Franchise

Distribution Company

Food Manufacturer

Visitors by Business Activity (in %)

Visitors by Business Activity (in %)

36.8

15.2

12.6

8.1

4.9

4.5

2.1 0.4

10.8

Visitors by type

Food Manufacturer

Distribution

Franchise

Trade Company

Research Institute

Wholesale Trader

Retail Trader

Press & Association

Others

AREAS OF INTEREST TO VISITORS

SEOUL FOOD 2015 venue was filled with many overseas buyers.

30.7%

11.6%

10.1%

9.6%

8.4%

6.9%

5.7%

3.3%

3.0%

10.6%

Food Processing Machinery

Kitchen Appliances/Furniture

Bakery Equipment

Kitchenware

Food Related IT

Food Sanitation Equipment

Food Inspection & Analysis…

Safety Related Products

Transportation Equipment

Others

0.0% 5.0%10.0%15.0%20.0%25.0%30.0%35.0%

FOODTECH Pavilion

FOODTECH Pavilion

29.5%

22.3%

10.4%

9.8%

4.5%

3.8%

19.7%

Packaging Machinery & Component

Packaging Materials & Container

Package Processing Machnery

Technology Related Packaging

Logistic Machinery And Service

Packaging Print Machinery

Others

0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%

FOODPACK Pavillion

FOODPACK Pavillion

33.4%

15.0%

25.2%

26.4%

0.0% 10.0% 20.0% 30.0% 40.0%

Kitchen&Restauran…

Coffee Machinery

Dishware & Ceramic

Others

HORECATECH Pavilion

HORECATECH Pavilion

IV. OVERSEAS BUYERS SEOUL FOOD 2016 venue was filled with overseas buyers. Out of total 3,177 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 929 29.2% CONGO 5 0.2%

JAPAN 260 8.2% GREECE 5 0.2%

U.S.A. 221 7.0% ISRAEL 5 0.2%

HONG KONG 141 4.4% NEPAL 5 0.2%

TAIWAN 127 4.0% PERU 5 0.2%

MALAYSIA 89 2.8% ALGERIA 4 0.1%

THAILAND 89 2.8% BELARUS 4 0.1%

CANADA 82 2.6% FINLAND 4 0.1%

AUSTRALIA 75 2.4% GAMBIA 4 0.1%

SINGAPORE 75 2.4% HUNGARY 4 0.1%

RUSSIA 70 2.2% MONTENEGRO 4 0.1%

PHILIPPINES 62 2.0% SLOVAKIA 4 0.1%

INDONESIA 61 1.9% SUDAN 4 0.1%

VIETNAM 51 1.6% DOMINICA 3 0.1%

MONGOLIA 50 1.6% EGYPT 3 0.1%

CHILE 48 1.5% GUATEMALA 3 0.1%

ITALY 44 1.4% KAZAKHSTAN 3 0.1%

SPAIN 40 1.3% KUWAIT 3 0.1%

FRANCE 35 1.1% MOZAMBIQUE 3 0.1%

INDIA 35 1.1% PANAMA 3 0.1%

PAKISTAN 35 1.1% CAMBODIA 2 0.1%

GERMANY 32 1.0% CAMEROON 2 0.1%

UZBEKISTAN 28 0.9% DENMARK 2 0.1%

U.K 23 0.7% GABON 2 0.1%

MYANMAR 20 0.6% MOROCCO 2 0.1%

AUSTRIA 17 0.5% PORTUGAL 2 0.1%

BELGIUM 14 0.4% ROMANIA 2 0.1%

COLOMBIA 14 0.4% SLOVENIA 2 0.1%

NIGERIA 14 0.4% URUGUAY 2 0.1%

GHANA 13 0.4% ANGOLA 1 0.0%

NETHERLANDS 13 0.4% AZERBAIJAN 1 0.0%

TURKEY 13 0.4% BULGARIA 1 0.0%

U.A.E 13 0.4% BURKINA FASO 1 0.0%

NEW ZEALAND 12 0.4% COTE D’IVOIRE 1 0.0%

SAUDI ARABIA 12 0.4% ESTONIA 1 0.0%

SRI LANKA 11 0.3% GUAM 1 0.0%

UKRAINE 11 0.3% IRELAND 1 0.0%

MACAU 10 0.3% KYRGYZSTAN 1 0.0%

IRAN 9 0.3% LIBERIA 1 0.0%

JORDAN 9 0.3% LIBYA 1 0.0%

POLAND 9 0.3% MALDIVES 1 0.0%

SOUTH AFRICA 9 0.3% PALAU 1 0.0%

SWITZERLAND 9 0.3% PALESTINE 1 0.0%

ARGENTINA 8 0.3% PUERTO RICO 1 0.0%

BANGLADESH 8 0.3% QATAR 1 0.0%

BRAZIL 7 0.2% SERBIA 1 0.0%

CZECH 7 0.2% SIERRA LEONE 1 0.0%

ECUADOR 7 0.2% SYRIA 1 0.0%

MEXICO 7 0.2% TANZANIA 1 0.0%

SENEGAL 7 0.2% TOGO 1 0.0%

SWEDEN 7 0.2% VENEZUELA 1 0.0%

LITHUANIA 6 0.2% OTHERS 61 1.9%

TOTAL 3,177 100%