I. Exhibition Profile

II. Exhibition Results

- Seoul Food Growth

- Distribution of Exhibition

- KOTRA Programs

III. Survey

IV. Visitor Breakdown

V. Overseas buyers

VI. Culinary Academy

CONTENTS

I. Exhibition Profile

Title:

Slogan: “The Challenge of Local”

Dates: May 13(Tue) ~16(Fri), 2014 [4 Days]

Venue: KINTEX 1-5 (Int’ㅣ Hall 5), 7 Halls

Time : 10:00 ~ 17:00

Scale: 45 countries / 1,336 exhibitors / 2,553 booths

Organizer:

Co-organizer: KFIA , Allworld Exhibitions, KEM

Facts & Figures

Category 28th 29th 30th 31th 32st *(↑↓%)

Exhibition Space 53,541 53,541 53,541 64,831 64,831 -

Number of Exhibitors 1,095 1,101 1,160 1,210 1,336 ↑10.41%

Number of Booths 2,121 2,125 2,333 2,308 2,553 ↑10.62%

Number of Visitors 43,059 44,093 47,552 51,974 52,800 ↑1.59%

Number of Countries 35 43 45 38 45 ↑15.8%

Seoul Food 2014 created 1.7 million $ (US) worth of businesses consulting and actually established 6.0 million $ (US) worth of contracts.

( 1~2 halls ) ( 3~7A halls ) ( 7B hall )

*Compared to last year

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 2014, SEOUL FOOD maintains its status as largest food exhibition in Korea, the Asia’s premium food market.

Seoul Food 2014 was yet another record-breaking success:

■ 10.4 % increase in exhibitors

■ 1.6 % increase in total attendances

■ 15.8 % increase in participated countries

The industry and its internationalization are continuing apace:

The success story of Seoul Food continues!

Visitors Exhibitors

Total Attendance of the Exhibitors

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

1102 1155 1210 1336

44,093

47,552 51,974

52,800

0

10000

20000

30000

40000

50000

60000

2011 2012 2013 2014

II. Exhibition Results

MAIN EXHIBITION AREAS

According to the product portfolios of 2014’s exhibitors, 68.6% exhibited food products, 19.7% showcased food technologies and 11.7% introduced its food packing technologies and techniques.

NUMBER OF EXHIBITORS

With a total of 1,336 exhibitors, Seoul Food grew about 10.4% from 2013 to 2014. The 2015 exhibition expects 1,350 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 44% of exhibitors coming from abroad, the international model remains true for Seoul Food.

68%

20%

12%

Primary Exhibitor Categories (in %)

FOOD & HOTEL

FOOD TECH

FOOD PACK

NATIONALITIES OF EXHIBITORS

Seoul Food is internationally recognized as one of the Asia’s leading brand for food exhibitions.

In 2014, 57.04% of the exhibitors were based in the Korea, whereas 42.96% of exhibitors came from 45 different countries around the world.

China provided the largest number of international exhibitors with 190 companies followed by 36 USA and 39 Thailand.

The large participating nations, with their increasingly significant industries, are among the Top 14 non-Korean countries. Taiwan ranks fifth and Canada seventh, not forgetting Indonesia, the sixth exhibitor country.

Country Exhibitors Booths

China 190 162

USA 36 72

Thailand 39 39

Australia 31 16

Taiwan 30 33

Indonesia 22 20

Canada 21 24

Spain 19 20

Turkey 15 26

Germany 8 16

Mexico 7 20

Vietnam 10 10

Ecuador 11 10

Colombia 7 10

Denmark 10 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

DISTRIBUTION OF MAIN EXHIBITION AREAS

KOTRA Programs

Biz Meeting

Seoul Food 2014 organized over 70 meetings between overseas exhibitors and domestic vendors and distributors. “Biz Meeting” is for support overseas exhibitors’ entering the Korean market. Specialized marketing company match the right vendors, importers, or distributors and organize 1:1 consulting and meetings. Next year, we are hoping to match even more.

Meetings

Seoul Food organized

• Global Distributor Meeting • Glboal Korean Buyer Meeting • Global Food Plaza 2014

These meetings supported exhibitors and buyers who had less information about overseas export and difficulty to search for buyer. Also, the meetings provided real outcome creation and an opportunity stable distribution network expansion through giving one to one matching an consulting

opportunity of the purchase.

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 2014 with corresponding degrees of fulfillment as indicated in the survey.

The top expectations of exhibitors fulfilled at Seoul Food 2014 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

III. Survey

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 2014, 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 %)

2

23

25 30

20

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 2015.

Intention to Attend a Future Exhibition (in %)

6

9

25

45

15 Not at all likely

Not very likely

Neutral

Very likely

Extremely likely

2

14

33 35

16 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.

Willingness to recommend (in %)

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 2015.

NUMBER OF VISITORS

Seoul Food 2014 attracted 52,800 visitors, which represents an increase of 1.58% in comparison to the figures for 2013. A further increase, to over 60,000 visitors, is expected in the year to come.

44,093

47,552

51,974 52,800 51974 52800

0

10000

20000

30000

40000

50000

60000

2009 2010 2011 2012 2013 2014

IV. Visitor Breakdown

Visitors by types (in %) AREAS OF INTEREST TO VISITORS

Visitors by Seoul FoodMac Pavilion (in %)

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 Seoul FoodPack Pavilion

(in %)

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 Seoul FoodSafety Pavilion

(in %)

Sanitation Equipment 45

Preservation Technology 32

Inspection & Analysis Machinery 21

Floor Safety 2

34.8%

16.6% 12.3%

8.0%

5.3%

4.1%

9.7%

Food manufacturer

Distribution

Franchise

Trading Company

Research

Institution

Wholesale Trade

Press

Association

Retail Trade

Other

Country Buyers % Country Buyers %

CHINA 877 26.80% BRAZIL 10 0.30%

JAPAN 430 13.10% JORDAN 10 0.30%

U.S.A 288 8.80% IRAN 9 0.30%

CANADA 130 4.00% NIGERIA 9 0.30%

TAIWAN 112 3.40% ETHIOPIA 8 0.20%

AUSTRALIA 103 3.10% CZECH REPUBLIC 8 0.20%

SINGAPORE 91 2.80% ECUADOR 7 0.20%

THAILAND 83 2.50% BANGLADESH 6 0.20%

HONG KONG 76 2.30% EGYPT 6 0.20%

RUSSIA 75 2.30% NEPAL 6 0.20%

VIETNAM 63 1.90% PAKISTAN 6 0.20%

MONGOLIA 61 1.90% TANZANIA 6 0.20%

MALAYSIA 56 1.70% SWITZERLAND 5 0.20%

ITALY 50 1.50% ELSALVADOR 5 0.20%

PHILIPPINES 48 1.50% BOLIVIA 5 0.20%

SPAIN 42 1.30% BULGARIA 5 0.20%

GERMANY 35 1.10% SAUDIARABIA 5 0.20%

INDONESIA 34 1.00% ARGENTINA 4 0.10%

CHILE 33 1.00% KUWAIT 3 0.10%

MEXICO 32 1.00% SWEDEN 3 0.10%

FRANCE 31 0.90% QATAR 2 0.10%

COLOMBIA 24 0.70% SOUTH AFRICA 2 0.10%

INDIA 23 0.70% KYRGYZSTAN 2 0.10%

LIBYA 23 0.70% ISRAEL 2 0.10%

BELGIUM 20 0.60% BAHRAIN 1 0.00%

NETHERLANDS 17 0.50% FINLAND 1 0.10%

KENYA 16 0.50% GHANA 1 0.10%

U.K 15 0.50% GREECE 1 0.10%

TURKEY 15 0.50% KAZAKHSTAN 1 0.10%

PERU 15 0.50% LAOS 1 0.10%

NEW ZEALAND 14 0.40% LEBANON 1 0.10%

POLAND 13 0.40% MALDIVES 1 0.10%

UZBEKISTAN 12 0.40% PARAGUAY 1 0.10%

UKRAINE 12 0.40% OTHERS 145 4.40%

AUSTRIA 11 0.30% Total 3268 100.00%

V. OVERSEAS BUYERS SEOUL FOOD 2014 venue was filled overseas buyers. From total 3,268 buyers, The largest number of country was china, followed by Japan, USA, Tawan and many more.

VI. 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.