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%