Presentation for Seoul Int'l culinary academy exhibition in south korea by kotra

1. www.seoulculinary.or.kr
SEOUL INTERNATIONAL CULINARY ACADEMY 2012
Proposal
2012. 3. 2
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2. I. Culinary Surroundings in Korea
II. Direction of SEOUL CULINARY 2012
III. Seoul Culinary 2012
IV. Exhibition Center
V. Exhibition Plan
VI. Booth Layout
VII. Possible Exhibitors
VIII. Publicity Strategy
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3. I. Culinary Surroundings in Korea
1 2
Globalization of Korean Food Global Culinary Academy
by Government measure in 2009 advanced into Korea Market
Getting interested
culinary industry
3 4
Famous chefs of Korean
Diversity of Culinary Industry
has working overseas 
Increasing the number of culinary academy
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4. I. Culinary Surroundings in Korea
Culinary Academy in Korea
Professional
High School University College Culinary
31ea 197ea 72ea Academy
800ea
(Provided by Korean Ministry of Education, Science and Technology)
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5. I. Culinary Surroundings in Korea
Major Countries for learning culinary arts in korea students
- France, Swiss, Italy, US, Japan, China, Singapore, Australia, New Zealand
Singapore
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6. II. Direction of SEOUL CULINARY 2012
[Exhibitor] [Visitor]
Global Various
Together Target
(University, College, Academy) (Middle & High school students)
Dynamic Exhibition Challenge


Business Information
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7. III. SEOUL CULINARY 2012
SEOUL INTERNATIONAL CULINARY ACADEMY 2012
Outline
Organizer KOTRA
Date May 8(Tue)~11(Fri) 2012 / 4days
Venue KINTEX Hall 7A
Volume 100 exhibitors, 200 booths
Exhibitor High school, College, University, Professional Food Academy, Food Channel, Food Consulting
Culinary Arts, Baking & Pastry Arts, Food Service Management, Food & Beverage
Exhibit Item
Management, Food Marketing, Hotel & Restaurant Management, Culinary Nutrition
Visitor Middle & High school student, University & College student and so on
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8. IV. Exhibition center
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9. V. Exhibition Plan
B2B B2C
Hall 7 A Hall 7 B Hall 8
KINTEX 1 SEOUL FOODTECH, SEOUL FOOD&HOTEL
HALL 6 : KOREA COFFEE FISTIVAL / HALL 7A : SEOUL CULINARY 2012, 7B : ORGANIC&NATRUAL
KINTEX 2
HALL 9, 10 : KOREA FOOD EXPO
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10. VI. Booth Layout
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11. VII. Possible Exhibitors
Le Cordon Bleu
Tante Marie
IMI
SHMS,SMU,IHTTI, HIM
CIA
Johns&Wales University
University of Canberra
University of Queensland
At-sunrice
tsujicho
Nakamura Education
hattori
Cornell University
CATC(Think Education)
William Angliss
Otago University
Alma
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12. VIII. Publicity strategy
Direct Target
Information
Exhibitors Main Visitors
(University, College, (Middle & High
Academy, school students)
Government Agency)
Business
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13. VIII. Publicity strategy
[The total estimable number of Visitors in Korea]
Middle school
students
911,369
High school
STUDENTS
students
928,012
University, Graduat
VISITORS TO es
SEOUL CULINARY
2012
Teachers
General Public Parents
Visitors who are
looking for culinary
education overseas
Other adults group
Visitors who prepare
own businesses
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14. VIII. Publicity strategy
[Strategic plan to attract targeted visitors by various effective methods]
1. TM/DM/EM 2. Indirect - 3. Indirect- 4.Direct-
Online Offline Offline
• Provide Phone marketing • SEOUL CULINARY 2012 • Advertising articles and • Dispatch advertising posters,
calls to middle & high school Official blog poster will be reported on flyers to middle school, high
students magazines, papers. schools, university and
• Build Social Network Services
• Support from Metropolitan culinary school& academy
• Co-advertise with partner • Radio advertisement
office of education for (Direct to the students. )
cooperation’s official website
attracting students • Send invitation letter
• Send E-letter, E-DM, E-official
letter
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15. VIII. Publicity strategy
[Strategic plan to attract targeted visitors by assorted media group]
- Credible Data : Each visitor group has their best media sorts
1.Media 2. Publisher 3. SNS
. .
EBS TV channel: Korea’s leading P.A.S.S: The exclusive High school
education broadcasting media paper which publishes every week and Blog site: Post
dispatches to 1,020 schools over the exhibitors’ interview,
Sending DM, E-letter to EBS’s members Korea Education Press: The upload PowerPoint
countries
teachers’ paper. Publish by slide using SlideShare.
TARGET: Middle school, High Provides opportunity
TARGET: High school students The Korean Federation of
school students and their to share and
and teachers Teachers’ Association
teachers and parents communicate among
organizer, exhibitors
Send official letter and
and visitors.
visitors information to
Attract their students. Facebook: will make
connection easier
Food TV channel: A professional Food
Daehak Naeil: University students’ throughout people
broadcasting media who are interested in
must-read weekly magazine.
TARGET: 200,000 teachers Seoul Culinary 2012
Co-produce advertising video clips Advertising articles and poster will be
Send DM, manage SNS
in Korea
reported
TARGET: Exhibitors
TARGET : General public and TARGET: University, Specialized and Visitors who feel
students who are interested in schools and academy students comfortable with SNS
Culinary and Food
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16. Thank you
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