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SEOUL INTERNATIONAL CULINARY ACADEMY

2012

Proposal2012. 3. 2

www.seoulculinary.or.kr

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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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Getting interested

culinary industry

I. Culinary Surroundings in Korea

Globalization of Korean Food by Government measure in 2009

Global Culinary Academy

advanced into Korea Market

Famous chefs of Korean

has working overseas Diversity of Culinary Industry

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Increasing the number of culinary academy

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Culinary Academy in Korea

High School

31ea

University

197ea

Professional

Culinary

Academy

800ea

(Provided by Korean Ministry of Education, Science and

Technology)

I. Culinary Surroundings in Korea

College

72ea

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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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Global Various

Target(Middle & High school students)

Together(University, College, Academy)

Dynamic Exhibition Challenge

Business

Information

[Exhibitor] [Visitor]

II. Direction of SEOUL CULINARY 2012

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SEOUL INTERNATIONAL CULINARY ACADEMY 2012

Organizer

May 8(Tue)~11(Fri) 2012 / 4days

KOTRA

Date

KINTEX Hall 7AVenue

High school, College, University, Professional Food Academy, Food Channel, Food ConsultingExhibitor

100 exhibitors, 200 booths Volume

Culinary Arts, Baking & Pastry Arts, Food Service Management, Food & Beverage

Management, Food Marketing, Hotel & Restaurant Management, Culinary Nutrition Exhibit Item

Outline

III. SEOUL CULINARY 2012

Middle & High school student, University & College student and so onVisitor

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IV. Exhibition center

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KINTEX 1 SEOUL FOODTECH, SEOUL FOOD&HOTEL

KINTEX 2HALL 6 : KOREA COFFEE FISTIVAL / HALL 7A : SEOUL CULINARY 2012, 7B : ORGANIC&NATRUAL HALL 9, 10 : KOREA FOOD EXPO

Hall 9 홀 Hall 10 홀

Hall 7 A Hall 8

B2B B2C

Hall 7 B

V. Exhibition Plan

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VI. Booth Layout

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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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VIII. Publicity strategy

Exhibitors(University, Col-

lege, Academy,

Government

Agency)

Main Visi-

tors(Middle & High

school students)Business

Informa-tion

Direct Target

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[The total estimable number of Visitors in Korea]

VISITORS TO SEOUL CULINARY

2012

STUDENTS

Middle school students 911,369

High school students 928,012

University, Graduates

General Public

Teachers

Parents

Other adults group

Visitors who are look-ing for culinary edu-

cation overseas

Visitors who pre-pare own busi-

nesses

VIII. Publicity strategy

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[Strategic plan to attract targeted visitors by various effective methods]

1. TM/DM/EM

• Provide Phone mar-keting calls to middle & high school students

• Support from Metro-politan office of edu-cation for attracting students

2. Indirect -Online

•SEOUL CULINARY 2012 Official blog

•Build Social Network Services

•Co-advertise with partner cooperation’s official website

•Send E-letter, E-DM, E-official letter

3. Indirect-Offline

•Advertising articles and poster will be re-ported on magazines, papers.

•Radio advertisement

4.Direct-Offline

•Dispatch advertising posters, flyers to mid-dle school, high schools, university and culinary school& academy (Direct to the students. )

•Send invitation letter

VIII. Publicity strategy

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[Strategic plan to attract targeted visitors by assorted media group]- Credible Data : Each visitor group has their best media sorts

EBS TV channel: Korea’s leading education broadcasting media Sending DM, E-letter to EBS’s mem-bers

TARGET: Middle school, High school students and their teachers and parents

Food TV channel: A professional Food broadcasting media Co-produce advertising video clips Send DM, manage SNS

TARGET : General public and students who are interested in Culinary and Food

P.A.S.S: The exclusive High school paper which publishes every week and dispatches to 1,020 schools over the countries

TARGET: High school students and teachers

Daehak Naeil: University students’ must-read weekly magazine. Adver-tising articles and poster will be re-ported

TARGET: University, Special-ized schools and academy students

.

Korea Education Press: The teachers’ paper. Pub-lish by The Korean Federa-tion of Teachers’ Associa-tion Send official letter and visi-tors information to Attract their students.

TARGET: 200,000 teach-ers in Korea

.3. SNS

Blog site: Post ex-hibitors’ interview, upload PowerPoint slide using SlideShare. Provides opportunity to share and com-municate among or-ganizer, exhibitors and visitors.

Facebook: will make connection easier throughout people who are interested in Seoul Culinary 2012

TARGET: Exhibitors and Visitors who feel comfortable with SNS

1.Media 2. Publisher

VIII. Publicity strategy

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Thank you