How importfood.net Transformed a Show Invitation Into Two-Way Sino-Korean Trade Cooperation

Background: A Phone Call, an Email and a Formal Sign-off

Early in 2011, we received a phone call. The organizing committee of SEOUL FOOD, Seoul’s major international food exhibition, reached out to Dacang via overseas diplomatic missions in China and confirmed preliminary cooperation intentions over the call. Later, the committee sent an official invitation email detailing tour schedules, cooperation terms and signing procedures. After written confirmation and formal contracting, Imported Food Network under Dacang was officially appointed as one of China’s official delegation organizers for the exhibition, tasked with assembling Chinese buyers for exhibition visits and industrial matchmaking in Seoul.

Launched in 1983, SEOUL FOOD is a flagship professional food expo in South Korea, with 28 successful editions held to date and UFI accreditation from the Global Association of the Exhibition Industry. The previous show spanned 53,541 square meters, hosting 1,095 exhibitors from 34 countries and drawing 42,590 professional trade visitors.

Dacang quickly recognized that this was far more than a routine exhibition trip — it was a gateway for Chinese enterprises to tap into the South Korean market.

Breakthrough: From Exhibition Visits to Overseas Market Expansion — A Three-Step Strategy

We rolled out a targeted three-step plan to upgrade a standard show invitation into a fully curated, goal-driven overseas business mission with tangible commercial outcomes.

Step 1: Assemble a China delegation with pre-vetted high-capacity buyers

Drawing on its long-standing database of food distributors nationwide, Imported Food Network screened enterprises with clear intent and robust purchasing capacity for South Korean trade. Through targeted invitations, we secured executives from multiple import firms including Hangzhou Xuanjibao Trading Co., Ltd., Hangzhou Jinju Trading Co., Ltd., Shantou Chunyuan Trading Co., Ltd. and Shantou Zhengrong Food Co., Ltd. to form the official Chinese purchasing delegation, which departed for South Korea on April 25, 2011.

Step 2: Tap market demand and match Chinese kimchi suppliers with Korean buyers

Before departing, we completed critical market research. Kimchi is a staple consumed daily by South Korean consumers, generating massive sustained market demand. China boasts a mature kimchi manufacturing sector delivering consistent high quality, perfectly filling supply shortages in South Korea.

We leveraged Imported Food Network’s pool of overseas buyers to pre-connect numerous Korean kimchi purchasers, and coordinated face-to-face one-on-one negotiations between Chinese manufacturers and Korean importers during the expo. This marked the first direct match between premium Chinese kimchi suppliers and Korean buyers seeking stable long-term supply sources.

Step 3: On-site matchmaking plus off-site market tours to expand business and industry insights

Over four exhibition days, the Chinese delegation explored booths from 1,095 exhibitors across 34 nations to grasp the latest global food industry trends. Most importantly, Chinese manufacturers held multiple rounds of direct talks with Korean partners, unlocking new channels for bilateral food trade between China and South Korea.

After the exhibition, we arranged cultural and market site visits to Nami Island, Suwon Hwaseong Fortress, Gyeongbokgung Palace, the Blue House and Dongdaemun Market. These were not mere sightseeing trips, but in-depth cultural and market surveys that enabled Chinese enterprises to gain first-hand insight into South Korea’s market vitality, consumer preferences and local business landscape, laying intuitive groundwork for long-term collaboration.

Outcomes: A Single Invitation Opened Up a Brand-New Market

In April 2011, Dacang led its inaugural Chinese purchasing delegation to SEOUL FOOD, laying solid foundations for regularized Sino-Korean food trade matchmaking ever since.

On a broader scale, this mission successfully validated Dacang’s overseas business tour model. As a professional B2B platform, Imported Food Network has since participated as official media partner in leading global expos including SIAL France, Anuga Germany, FHC UK, SEOUL FOOD, Canton Fair and China Food & Wine Fair. We have accumulated extensive B2B resources covering over 100 countries and rich experience organizing professional buyer delegations. Dacang has evolved from a pure information platform into an organizer and facilitator of cross-border trade.

Key Takeaways

Even a routine exhibition invitation can be transformed into valuable overseas business opportunities. While most expo organizers only focus on visitor recruitment, we prioritize mining genuine business leads; while other attendees merely browse booths, we drive targeted matchmaking; while others travel for leisure, we conduct in-depth market research.

The core value of Imported Food Network lies in leveraging our comprehensive industry resources and event planning expertise to turn ordinary opportunities into implementable, profitable commercial results.