1. Seoul Food 2012 is a 4-day food exhibition in Seoul, South Korea that has been held annually for 30 years. It aims to connect international food companies with the growing Korean market. 2. The exhibition has grown steadily over three decades to become one of Asia's largest food trade shows, with over 1,000 exhibitors and 60,000 visitors expected in 2012. It features sections for food, hospitality products, and a new culinary academy pavilion. 3. As the Korean economy has recovered strongly from the global financial crisis and free trade agreements have expanded trade with countries like China and Japan, Seoul Food 2012 provides an opportunity for companies to access these important markets.

1. www.seoulfood.or.kr

2. Contents
1 Why SEOUL FOOD 2012?
2 History & Development of Seoul Food
3 Overview of Seoul Food 2012
4 Photo Gallery of Seoul Food 2011

3. 1 Why SEOUL FOOD 2012?
 3 Reasons that you should exhibit at SEOUL FOOD 2012
•With 30 years of experience,
GUARANTEED Seoul Food got an approval
EXHIBITION from UFI since 2003
SYSTEM and ISO 9001certification
for the first time in Korea.
Why FAST
GROWING
• Korean food market
has grown up rapidly
as Korean economy
SEOUL FOOD KOREAN has sustainably developed
against global economic crisis.
2012 ? ECONOMY
•If target to trade in
TRADE China or Japan, It’s the
PASSAGE TO smartest way to trade
CHINA AND through Korea. Strategic
Location and good trade
JAPAN environment of Korea
will make trade easier.
3

4. 1 Why SEOUL FOOD 2012?
1. GUARANTEED EXHIBITION SYSTEM
30 years of history Strong
and experience database
provides a well administration
organized programs
(6,000 exhibitors
such as 40sessions of
100,000 visitors)
buyer seminar
International Korean government
organization supports
qualified the exhibition
(Ministry of Knowledge
Guaranteed &Economy of Korea,
Ministry of Food,
Exhibition Agriculture, Forestry and
Fisheries of Korea)
system
Developed as the one of the top brand Exhibition in Asia
30 year history, the largest trade exhibition in Korea
UFI Approved event since 2003
Ministry of Knowledge & Economy of Korea Approved since 2007
Korea’s first ISO 9001: 2008 Certified Exhibition
4

5. 1 Why SEOUL FOOD 2012?
2. FAST GROWING KOREAN ECONOMY
- In terms of GDP, Korea’s economy has recovered the economic crisis in a short
time and ranked 9th in the world.
In 2011, Korea has reached 1 trillion USD trade mark.
South Korea and the world’s 8
7
GDP growth comparison for 6
(Economic crisis)
last 4years 5
4
3
2 South Korea's GDP
1
growth for last 4 years
0
-1 2008 2009 2010 2011 Global GDP growth
-2 shows economic crisis
%
Korean Food Industry Market Growth rate
16 Even though the global economic crisis
14 hits the world in 2009, Korean economy has
12
recovered soon and the condition has become
increasingly powerful.
10
Currently Korea as one of emerging countries in G20,
8
is active in global trading.
6
4 Restaurant
&Manufacturing
2
Agriculture,forest
0 &Ficheries
(Unit:U$billion) 2008 2009 2010 2011
(Source: Korean Statistic Information Service)

6. 1 Why SEOUL FOOD 2012?
3. TRADE PASSAGE TO CHINA AND JAPAN
 Korea’s geographical benefit  China and Japan buyers in 2011
Japan :507
It takes only 2hours to
2hrs visit Korea from both 1,889 China:511
2hrs countries. Considering Other countries Japan
safety and security, China
Others
Seoul food can be a good
channel supporting your
trade. About one third (1,018) of the foreign
visitors are buyers such as
from China and Japan.
 Status of the FTAs with Korea
-FTAs are created to lower trade barriers. Especially FTAs with China
and Japan will stimulate trade among the countries with tax omission.
Entered into force Concluded Underway On the agenda
Chile, Singapore, GCC, New Zealand, Mexico, MERCOSUR, SACU, Russia, Vietnam, Israel,
ASEAN, EFTA, India, USA, EU Canada, Colombia, Turkey, Japan, China, Central America, Indonesia,
Peru Australia Malaysia
Source: Korea International Trade Association. (as of August, 2011)

7. 2 History & Development of Seoul Food
Commencement Year :1983
30th Anniversary Leading Asian Food Exhibition in 2012
 Growth & development record
Category 2009 2010 2011 2012 Target
Scale (㎡) 53,541 53,541 53,541 81,739
No. of Exhibitors 883 1,095 1,102 1,360
No. of Booths 1,720 2,121 2,125 2,600
No. of Visitors 32,046 41,662 44,093 60,000

8. 2 History & Development of Seoul Food
Seoul Food’s achievement in 30 years 2012
2008
SEOUL SEOUL INT’L
SEOUL FOOD & CULINARY
2000 FOOD & HOTEL ACADEMY
HOTEL (Domestic /
1983 International
Pavilions)
Established SEOUL SEOUL
FOODTECH ORGANIC
+
FOOD & HOTEL
& NATURAL
SEOUL FOOD SEOUL SEOUL
SEOUL
FOOD FOODTECH
FOODTECH SAFETY (FOODMAC
SEOUL FOOD
/FOODPACK/
SERVICE
FOOD FRANCHISE
SAFETY)
SEOUL FOOD SEOUL FOODMAC SEOUL FOODPACK SEOUL FOODSAFETY

9. 2 History & Development of Seoul Food
Exhibitor Profile in 2011
[Exhibitor rates by continent]
Middle
North South
Europe Asia East Oceania Total
America America
&Africa
Number of
country 2 15 13 11 2 2 45
Exhibitor 56 53 74 873 2 37 1,095
Booth 76 35 88 1,874 12 40 2,125
[Overseas Exhibitor Analysis in 2011] [Top 7 Product range list]
Exhibitors Booths
30
25
20
469 475 459 15
Domestic pavilion
387
375 10
International pavilion
5
397 395 300 393 359 0
2007 2008 2009 2010 2011

10. 2 History & Development of Seoul Food
Visitor Profile  The total number of visitors were 45,331 in 2011.
 5% increased compare to 2010 (43,059)
[Visitor rates by job field] [Visitor satisfaction]
60 58.6%
40 35.6% 50
30
24.7% 40
20 30
25.9%
9.1% 10.9% 20
10
5.0%
8.3% 2.2% 4.3% 11.2%
10
0
Public University HoReCa Import Wholesale Retail Buyer Other food
3.4% 0.9%
office industry 0
Very Satisfied Average Unsatisfied Very
satisfied unsatisfied
[Most viewed pavilion] [The goal of visiting]
76.9% 30 28.8%
80
25
25.1%
70 22.4%
60 20
15 14%
50
40 10
5.4%
30 5 2.7% 1.6%
20 0
10.7%
10 9.4% 3.0%
0
Seoul Food & Seoul Seoul Seoul Food
hotel Foodtech Foodmac safety 10

11. 2 History & Development of Seoul Food
Foreign Participants Satisfaction
[No. of participation] [The goal of participation] [The achievement of goal]
Expand
Promotion market Find new
of brand/ 9% buyers
18% Find new
Over service/ importers
2times 1st products 12% Not sure
43% 57% 33% 37% Achieved
61%
Meet with Not
current Research Make new achieved
customers Korean contacts 2%
4% market 12%
12%
[Sales result at the show] [Expactation of sales in future] [The quality of the
visitors]
Not
Not Sales appropriate Poor
appropriate
, 29%
made No 14% 0% Excellent
13%
6% 12% Fair
Unmade Yes 33%
Good
65% 74% 54%

12. 3 Overview of Seoul Food 2012
PERIOD 5. 8(Tue) ~ 5. 11(Fri) [4 days]
SCALE 81,739 ㎡
SEOUL FOOD 2012
SEOUL FOOD & HOTEL 2012
COMPOSITION SEOUL FOODTECH 2012
[NEW] SEOUL INT’L CULINARY ACADEMY
[NEW] ORGAINC&NATURAL 2012
VENUE KINTEX
1,360 Companies (Domestic 960, Foreign 400)
TARGET 2,600 booths (Domestic 2,150, Foreign 450)
Culinary Demonstration, Global Food Plaza,
EVENTS Innova Market Insight, Barista Championship,
Seminars etc.

13. 3 Overview of Seoul Food 2012
Booth& Discount feature
Booth Type Space Only Walk on Stand Premium Stand
1booth=9㎡(3mx3m) 1booth=9㎡(3mx3m) 1booth=9㎡(3mx3m)
$310/m x 9㎡ $370/m x 9㎡ $400/m x 9㎡
Booth Fee
USD 2,790/booth USD 3,330/booth USD 3,600/booth
*Minimum 18㎡ *Minimum 18㎡
Walls, carpet, spotlight,
fluorescent lamp, power
Walls, carpet, spotlight,
point, chairs, counter,
fluorescent lamp, power
Facility - point, chairs, counter,
table, fascia,
Lockable cupboard
table, fascia, shelves
display cube, logo tower,
shelves

14. 4 Photo Gallery of Seoul Food 2011
SEOUL FOOD & HOTEL
14

15. 4 Photo Gallery of Seoul Food 2011
SEOUL FOOD & HOTEL
15

16. 4 Photo Gallery of Seoul Food 2011
SEOUL FOOD & HOTEL
16

17. 4 Photo Gallery of Seoul Food 2011
SEOUL FOODTECH
17

18. 4 Photo Gallery of Seoul Food 2011
SEOUL FOODTECH
18

19. Contact
For more information about Seoul Food,
Mr. Min-Gwan Kim
mgkim@kotra.or.kr
+82-2-3460-7258
(English)
Ms. Hye-Rin Seo
hyeseo@kotra.or.kr
+82-2-3460-7266
(English)
Ms. Eun-Young Park
pey1207@kotra.or.kr
+82-2-3460-7262
(Japanese)

20. Thank you,
See you in 2012