Photo: Colourbox, CJ Nattanai

Seoul Food & Hotel 2023, 30 May–2 June

Join the Danish Pavilion at Korea’s largest international food show

Includes reception at the ambassador’s residence

Deadline for registration is Friday 10 February 2023

Korea’s largest International Exhibition for the Food, Drink, Hotel, Restaurant, Foodservice, Bakery & Supermarket Industries

As Korea’s largest International Exhibition, SFH delivers high-quality Korean buyers, decision-makers and industry experts to source premium goods, view worldwide industry trends, and an opportunity to discuss future business ideas across sectors.

The Danish Agriculture & Food Council, in co-operation with the Danish embassy in Seoul, invites Danish companies to participate at the Danish national pavilion at Seoul Food & Hotel 2023 in Seoul.

By participating at the Danish national pavilion, you benefit not only from better visibility but also from Denmark’s positive image as a leading in high standards of food safety and quality. All practical details will be organized from Denmark by DAFC.

Included in the price is a reception in the Danish ambassador’s residence for 5 representatives and clients of each participating company. This is an excellent way of nursing existing clients and meeting new ones.

South Korea is often overlooked when companies are looking for new markets in Asia as surrounded by powerful neighbours. However, South Korea is one of the most dynamic markets in the world, which is full of consumers who enjoy trying out new things and dynamics. Thanks to years of rapid economic development, South Korea is now the 10th largest economy in the world and the 4th largest in Asia by GDP, with a population above 51 million people and 50 per cent living in the Seoul Capital Area.

South Korean consumers have high purchasing power USD 34,758 GDP per capita in 2021, offering a highly dynamic consumer market as well as advanced domestic industries with a global reach. With this strong purchasing power combined with a great interest in trying unique dining experiences, many foreign companies often set South Korean market as their test bed to assess market reactions and establish future strategy for a brand.

Especially, as young consumers believe Nordic food products to be new and trendy, Korean food market has become more open and eager to learn Danish food products and trends as associating with high quality and high food safety. Safe, healthy and organic foods are currently the fastest growing segments in Korea and will prominently feature in the event. 


  • World’s 10th largest economy in 2021
  • 4th largest economy in Asia in 2021
  • 51 million consumers
  • USD 34,758 GDP per capita in 2021
  • 4.1% real GDP growth in 2021 
  • 48% of self-sufficiency rate for agriculture and food production


  • 37,685 visitors
  • 1,743 stands
  • 966 exhibitors (329 internationals)
  • 28 exhibiting countries

SHOW FACTS FROM 2018 (Pre-Corona)

  • 45,092 visitors 
  • 2,932 stands (667 internationals)
  • 47 countries represented
  • 36 national pavilions

Booth at the joint Danish Pavilion

  • Central location, visibility, synergy
  • Open and inviting design
  • Turnkey stand 
  • DAFC will handle all practical aspects of planning, design and construction of your stand
  • Complete with meeting table and chairs etc.
  • Everything pre-arranged, arrive last-minute
  • Small joint stock room
  • Coordination of services provided by the exhibition organizers.
  • On location distribution of your customs cleared goods (transportation and customs clearance are not included).


  • 6 sqm., DKK 25,600 (excl. VAT)
  • 9 sqm., DKK 38,400 (excl. VAT)
  • 12 sqm., DKK 52,400 (excl. VAT)
  • 15 sqm., DKK 77,900 (excl. VAT)
  • 18 sqm. DKK 104,000 (excl. VAT)

(Based on 7 participating companies/72 sqm)

The prices are all net prices, meaning prices after 50% subsidy from the Trade Council. A maximum limit of 50,000 DKK per company applies, which makes bigger stands exceeding a price of 50.000 DKK relatively more expensive.

We reserve the right to offer you participation at a different price should any of the above criteria’s change. Should this result in a higher price than quoted, you have the right to cancel your participation. 

Other expenses not mentioned above are at own expense including visa, flights, meals, and hotel accommodation.

NOTE: On the registration form you can if relevant add the contact information of the local participating person/company. Invoice will always be issued in DKK to the Danish company address.

Companies in the food industry aiming at Korean retailers, food service, importers or manufacturers within:

  • Meat
  • Dairy
  • Seafood
  • Food Ingredients
  • Bakery & Pastry
  • Drinks
  • Wine & Spirits
  • Sacks & Confectionary
  • Organics

A coordination meeting will be held in February at on TEAMS for the registered participants about the design/ contents of the stand and the other program elements.

Please follow this link to register no later than 10 February 2023.

The organisers will be happy to assist you with further co- ordination of e.g., interpreters, B2B-meetings with potential partners or customers, contacts to printers of brochures.


Danish Agriculture & Food Council 
Michael Stahlschmidt, +45 33 39 42 36

Embassy of Denmark in Korea, Trace Council 
Jeonghyeon Park, +82 2 6363 4833 

COVID-19 regulations: 
As of 3 September 2022, all travellers can visit South Korea without vaccination and PCR test but are required the followings. 

Korea Electronic Travel Authorization (K-ETA) application:, at least 72 hours prior to boarding the flight. 

Q-Code System: Q-code - Quarantine covid19 defence (

For more information, please refer to the attachment.



See more about our events here.

Michael Stahlschmidt