Seoul Int’l Cafe Show is the Asia’s No.1 coffee event that is the first international exhibition of cafe industry ever held in Korea. With 13 years of marketing know-how, Seoul Cafe Show is the gathering point and a target marketing place for world F&B industries that wish to have their businesses started/expanded/ localized in Korea, the most focused international hub for coffee market in Asia. Direct face-to-face business consultation with target visitors, such as distributors, wholesalers, retailers, hotels, restaurants, food catering services, franchisees is available at Cafe Show. Looking for an appropriate marketing tool to enhance your brand image? Seeking for new business opportunities for Asia F&B market penetration? Contact us ! [Contact Point] Tel. +82-2-6000-6722 Fax. +82-2-2051-3326 E-mail. info@cafeshow.com Web. http://www.cafeshow.com/eng/seoul/main.jsp

2. 01 02Organizers’ greeting | Contents
Seoul Int’l Cafe Show 2014,
the EXCEPTIONAL
To commemorate its 13th
anniversary this year,
We promise to organize a high-quality, value-charged event and become the main gateway to your success in Asia market.
Seoul Int’l Cafe Show will put non-stop effort in taking charge of the front line to become
the major platform of win-win strategy for all networks derived from coffee industry.
Seoul Int’l Cafe Show 2014
- Greetings from Organizer
- Why EXCEPTIONAL?
- Show Overview
- Floor plan
- Professional Activities
- Special Events
Show Review 2013
- Overview
- Show Result Statistics
Participation Guide
Application and Contract
Terms and Regulation
Sponsorship Program
Contents Exceptional History
- The genuine exhibition preserving12 years of
professionalism and know-how from 2002
- The only exhibition in the world sponsored by
International Coffee Organization (ICO) in 2014
- The first official international exhibition to acquire
UFI (Global Association of the Exhibition Industry) certification
on the field of global food beverage industry
- The most acknowledged and certified as promising exhibition
by the Ministry ofTrade, Industry and Energy
Why EXCEPTIONAL?
Exceptional Scale
- 1,500 booths with the scale of 36,000m² !
- 120,000 visitors from 60 countries visiting every year !
- 600 exhibitors from 50 countries expected to participate !
Exceptional Location
- Developed region for transportation and logistics in Asia, South Korea is the ideal test-marketing
place that generates various international business opportunities in Asia
- Being the center of East Asia, South Korea is approachable to other target Asia markets
- Gathering point of academics and knowledge exchange for world coffee leaders and professionals

3. Show Overview | Floor plan 03 04
Show Overview
Title
Period
Venue
Slogan
Organized by
Exhibitor
Visitor
Exhibit Items
Supporters
(Expected)
Professional
Activities
Special Events
The 13th
Seoul Int’l Cafe Show
Nov. 20(Thu) ~ 23(Sun), 2014 / 4 Days
Hall A,B,C and D(36,000sqm), Coex, Seoul, Korea
the EXCEPTIONAL
EXPORUM, Monthly Coffee Magazine
600 (Expected)
120,000 (Expected)
Coffee,Tea, Beverage, Bakery, Ice-cream, Raw-Material Machine Equipment,
Chocolate, Appetizer, Dessert, Cafe Interior Consulting, Franchise Start-up
International Coffee Organization (ICO),
Ministry of Agriculture Food and Rural Affairs, Ministry ofTrade Industry and Energy,
Seoul Metropolitan Government, Gangnam-gu
Embassies in Korea l Brazil, Colombia, Costa Rica, Côte d´Ivoire,
Dominican republic, Ecuador, El Salvador,
Ethiopia, France, Greece, Guatemala, Honduras, Italy,
Kenya, Poland, Rwanda, Panama, Papua New Guinea,
Switzerland,Turkey, Vietnam
World Coffee Leaders Forum 2014,
Welcome Reception, B2B Party, Barista’s Night,
Cafe Show Experts Seminar, World Coffee Adventure Seminar
Contests Competitions l Korea Barista Championship,
Master of Cupping,
Korea Roasters Championship,
Korea Chocolatier Contest,
Wilton Contest Korea
Experience l AfternoonTea Party / Sweet Concert /Tea Bar / Culture Station
Education l Cafe Show Academy / CoffeeTraining Station
Floor Plan
C
D
A
B
Conference Room
Cafe Show Experts Seminar
World Coffee Adventure Seminar
Hall A
Hall B
Hall C
Hall D
Grand Ballroom
3F
1F
The Largest Ever!
Seoul Int’l Cafe Show will cover
WHOLE VENUE(Hall A~D)
36,000 sqm 600 Exhibitors
120,000 Visitors
EXCEPTIONAL
SCALE

4. Seminars by Exhibitors
Seoul Cafe Show offers special opportunity to demonstrate new technology
and new product to promote in Seminar Space.
Date Nov.20(Thu) ~ 23(Sun), 2014
Size Theater : 300ppl, Classroom : 150ppl, Banquet : 150ppl
Price
Provide Services AV equipment , Seminar Promotion
05 06Professional Activities
Professional Activities
The 3rd
World Coffee Leaders Forum 2014
The Asia’s largest international coffee forum which shares the prospects
of global coffee industry future and address the challenges and responsibili-
ties for the sustainable development.
Date Nov. 19(Wed) ~ 22(Sat), 2014
Organizer World Coffee Leaders Forum Organizing Committee
Participants 1,200 delegates from 35 Countries
Program
Contact www.wclforum.org / info@wclforum.org
BUSINESS NETWORKING Opening Ceremony
All distinguished guests from coffee origins will grace their attendance to congratulate and announce the 13th
anni-
versary of Cafe Show 2014!
Welcome Reception
An official evening event for industrial leaders! Exhibitors of Cafe Show and participants of World Coffee Leaders
Forum are kindly invited to gather up for networking, exchanging ideas on behalf of regarding to business and
economy of global coffee, food beverage industry. Relaxing music, delicious food and drinks are prepared for
your convenience.
B2B Party
Network with your potential business partners that are ready to support your goal in the long future!
Experts Seminar
Sharing insights regarding coffee industry, culture and trend
World Coffee Adventure Seminar
Coffee Produce country seminar
*Participant country in 2013 Brazil, Burundi, Colombia, Costa Rica, India
Seminar
(Per 1 Day/Excl,. VAT)
Classification Price Time
Whole Day USD 3,000 08:00 ~ 17:00
Half Day USD 2,000 08:00 ~ 12:00 OR 13:00 ~ 17:00
Night USD 1,000 18:00 ~ 22:00
World Coffee Leaders Forum
Official Program Opening Ceremony, Welcome Reception
Academic Program Keynote Speech, Plenary Session, Panel Discussion,
Technical Session, Asian Session,
World Coffee Adventure Session, Business Session,
World Coffee Youth Leadership Forum
Business Program B2B Business Meeting
Tour Program Coffee Business Tour, Seoul Night Tour

5. Special Events
Special Events
07 08
CONTESTS COMPETITIONS
Korea Barista Championship
Enjoy the fiesta of coffee lead by the professional
baristas in Korea!
Master of Cupping
The key to win this competition is to distinguish
the taste differences by competitor’s skill, speed
and accuracy.
Who’s the next top Korean cupper?
Korea Roasters Championship
The true competition to creat a fruitful coffee
culture by evaluating the quality of roasted coffee,
newly developing a roasting profile to enhance the
desirable characteristics of coffee.
Who will become the next top roaster?
Korea Chocolatier Contest
Watch the combination of Chocolate Artistry
created by the professional chocolatiers!
Wilton Contest Korea
Who won the grand-prix for Wilton Contest Korea?
Choose and select the one and only cake you have
never seen before in your life!
Experience
Sweet Concert
Listen to the live sweetness on air! deepen your
sentiments on coffee producing countries’ traditional
music and performances.
AfternoonTea Party
Experience the royalty of tea culture with the motive
of ‘AfternoonTea Party’ that bloomed the English tea
culture and its high-class aristocratic society!
Culture Station
Art, handicrafts, books and other art pieces are
exhibited to experience another level of culture!
education
CoffeeTraining Station
From beans to a cup of coffee! Learn the whole
process of how coffee is made!
Smell, taste and feel the best quality coffee!
Cafe Show Academy
Once an Amateur, Now a Professional!
Acquire all the knowledge you need to create your
own home cafe!

6. 09 10Show Review 2013 | Participation Guide
Show Review 2013 Participation Guide
Overview Procedure
ShowTitle
Period
Venue
Slogan
Organized by
The 12th
Seoul Int’l Cafe Show 2013
Nov. 21st
(Thu) ~ 24th
(Sun), 2013
Hall A,B and C(30,000sqm), Coex, Seoul, Korea
INSPIRETHE WORLD
EXPORUM, Monthly Coffee Magazine
34
Countries
430
Companies
101,725
Visitors from
63
Counties
91%
Satisfaction
Level
93.5%
Re-participation
Rate
Show
Result
Statistics
Application
Details
Due date: Sep. 26th
(Fri), 2014
* Application will no-longer be received by the secretariat office once all booths are occupied.
* Balance Payment(remaining 50% of the total participation fee) must be wire-transferred
by the above date.
Shell Stand
Premium booth
BoothTypes Raw Space Space Only for exhibition.
Construction work should be done by Coex selected contractor only.
Shell Stand Space and basic construction(including items) are provided.
Provided service – A fascia board, Spot light(100W X 4ea), fluorescent lamp (40W X 1ea),
carpet, information desk, Electric Power (220v,1kw) and a chair (1ea)
Premium Booth Space and basic construction are provided.
Provided Service – Wooden side fascia wall, spotlights(2 ea), information desk (1 ea),
chair (1 ea)
* 1 booth unit (3mx3m) = 9m²
Category
Raw Space
Shell Stand
Premium Booth
Price / Booth
2,200 USD
2,600 USD
3,000 USD
Offered Service
Space Only for exhibition
Exhibition Space + Shell Stand Provided Service
Exhibition Space + Wooden booth
Additional Option 300 USD Corner Booth(2 sides open)
Only available for exhibitors who register less than 4 booths
Fill-out the
Application Form
and send it by
fax/e-mail
Wire-transfer 50%
deposit to secretariat
within 1 week of
submission
Deposit balance
payment
(remaining 50%)
by Sep. 30th
, 2014
[ VISITORSS BY OCCUPATIONAL CLUSTER ]
COFFEE SHOP/HOTEL/RESTAURANT OWBERS MANAGERS
35%
DISTRIBUTORS/RETAILERS/WHOLESALERS/IMPORTERS
24%
FRANCHISE FRANCHISEES
16%
BARISTA,ROASTER,CHEFS,PATISSIER
15%
CATERING SERVICES
4%
GOVERNMENT TRADE ASSOCIATIONS
2%
MEDIA
4%
[ FOREIGN VISITOR RATE ]
ASIA 50.5%
NORTH AMERICA 20.4%
EUROPE 10.0%
SOUTH AMERICA 5.8%
OCEANIA 5%
ETC,. 3%
MID-ASIA 1.6%
MOU Signed between
International Coffee Organization (ICO) and
Seoul Int’l Cafe Show
Asia’s largest coffee industry dedicated event, Seoul Int’l Cafe
Show and World Coffee Leaders Forum, has established its
MOU with ICO(International Coffee Organization), in order to
cooperate together to maintain a sustainable development of
the global coffee industry.
Conducting such act will not only greatly contribute to the
formation of the coffee industrial eco-system and cultural
exchange, but also preserve a healthy, diplomatic relationship
between the importing and exporting countries.
AFRICA 3.7%
2000
banner
2500 x 750(mm)
sheet cutting

7. Participation Guide
Discount Program
Category
Contents
Discount
Number of Participation(only 2 options available)
Reparticipation(A) 3 Times/5 yrs(B) 5 times/5 yrs (C)
3%
($66/booth)
10%
($220/booth)
3%
($66/booth)
Booth Scale
More than
10 booths
2%
($44/booth)
Advertisement/
Sponsorship
More than $2,000
2%
($44/booth)
Pre-Registration
On-site
Nov. 21~24, 2013
Early-bird
By May 30, 2014
15%
($330/ booth)
10%
($220/booth)
*We offer a discount program up to 32% for Cafe Show Exhibitors
**Exhibitors can choose two discount options from ‘Number of Participation’
Utility
Classification
Electricity
Single Phase 220V
Three Phase 220V
Three Phase 380V
Telephone
Water Drainage
Compressed Air
LAN
Visitor Registration System
Payment Guide
Procedure
Wire-transfer
(USD only)
Bank
CITIBANK TEHERANRO
BRANCH, Seoul, Korea
Account No.
163-00923-436-01
Beneficiary
EXPORUM
Payment Detail
- Deposit down-payment(50%) after submitting the application form within 1 week
- Deposit balance-payment(remaining 50% of total participation fee) by Sep.30, 2014
- Early-bird exhibitors should deposit total participation fee by May 30, 2014.
- Payment option is only via bank wire
- Participants are obligated to include the remittance charge as well
- Payment should be made with USD currency
ApplicationContract
ToCafeShow2014Secretariat|Tel(+82-2)6000-6681,6722|Fax(+82-2)2051-3326|E-mailinfo@cafeshow.comwww.cafeshow.com
1.DescriptionofApplicant
CompanyName
Address
PhoneFax
PersoninchargeTitle
e-mailHomepage
Exhibits
2.BoothRentalFee
BoothTypeSpaceOnly(2,200USD)ShellStand(2,600USD)PremiumBooth(3,000USD)
Content(A)(A)Booth(A)Booth(A)Booth
NoteOnlyProvidesSpaceSpace+BasicStandardBoothSpace+WoodenBooth
*Basicunit:1booth(3m×3m=9m2
)
3.DiscountProgram
* Maximum27%discountavailableforexhibitorswhohaveparticipatedmorethan5years.
* From‘NumberofParticipation’category(2,3,4),only2optionsareavailabletobechosen.
* Discountprogramisonlyappliedtoexhibitorsthathavepaidthedown-payment(50%oftotalparticipationfee)within1weekaftersubmitting
theapplicationform.
DiscountAmount(%)Check
10%,(-220USD)()
3%,(-66USD)()
10%,(-220USD)()
3%,(-66USD)()
2%,(-44USD)()
2%,(-44USD)()
300USD()
(B)USD
(A)BoothsX(B)USD=(C)USD
E
DiscountProgram
ApplicationDue-date①Early-birdDiscount(2014.05.30)
NumberofParticipation
②Re-participation(2013Exhibitor)
③Re-participationwithin5years
(Participated3times/5years)
④Participatedeveryyear(5years)
BoothScale⑤Morethan10booths
Advertisement-Sponsor⑥Morethan2,000USD
SpecialProgramCornerBooth–2sidesOpen
AppliedBoothUnitPrice(B)
ParticipationFee(C)=(A)X(B)
Total=(C)
4.TotalParticipationFee(①+②):US$()
Weherebyapplyforparticipationin“CafeShow2014”andencloseUSD()as50percent
ofthetotalparticipationfee.
Signatureofauthorizedperson
Date..2014
Participation Guide
Unit Price
Daytime : USD $50/KW
24H : USD $70/KW
USD $200/EA
USD $150/EA
USD $150/EA
USD $150/EA
USD $250/EA

8. Terms and Regulation
TERMS AND CONDITIONS FOR EXHIBITING
Article 1)TERMS OF REFERENCE
In these terms and conditions for exhibiting, the term “Exhibitor”
shall include all employees, partnership, firm or individual to whom
space has been allocated for the purpose of exhibiting. The term
“Organizer” shall mean, “THE MONTHLY COFFEE MAGAZINE”,
“EXPORUM Inc.” including “Cafe Show 2014 Secretariat or Man-
agement”.The term “Exhibition” shall mean “Cafe Show 2014”.
Article 2) ALLOCATION OF EXHIBIT SPACE
The Organizer shall allocate the space in accordance with the na-
ture of first-come-first-served basis of exhibitors’ payment, num-
ber of participation each year, booth scale and any other justifiable
standard in the manner the Organizer deems fit. The Exhibitor
shall not claim for compensation as a consequence.
Article 3) APPLICATION AND PAYMENT PROCEDURES
The contract shall be established and be put into an effect upon
the Exhibitor’s payment of 50% of the total participation fee and/
or the shell-stand cost. Early-bird applicants shall pay the remain-
ing balance of 50% of the total fee by May. 30, 2014. The general
applicants must pay the remaining balance of 50% of the total fee
by Sep. 30, 2014.
Article 4) CANCELLATION PENALTY ON THE REDUCTION
OFTOTAL NUMBER OF BOOTHS
Should the Exhibitor decide to cancel participation or reduce the
total number of booth once the application and contract has been
submitted, the following penalty will be put upon the exhibitor to
be paid within 15 days of cancellation to the organizer. Participa-
tion fees already paid shall be taken for the penalty. Should that
amount not be sufficient, the difference must be paid and any ex-
cess amount shall be returned.
PENALTY RATE:
* Cancellation/reduction of booth scale from Nov.24.2013
~ may.31.2014 : The 50% of total participation fee or the re-
duced booth scale will be taken as the penalty.
* Cancellation/ reduction of booth scale within jun.1.2014
~ sep.30.2104 : The 80% of total participation fee or the re-
duced booth scale will be taken as the penalty.
* Cancellation/ reduction of booth scale after sep.30.2104
: 100% of the total participation fee or reduced booth scale for
the cancelled booth.
Article 5) INSTALLATION AND REMOVAL
The installation and removal of the exhibits and booths must be
completed by the date and time stipulated by the Organizer. Ex-
hibitors shall indemnify the Organizer against any loss, which may
be caused by delay or damage to the Exhibition Hall.
Article 6) COORDINATION OF EXHIBITWITH ORGANIZER
Exhibitors shall provide descriptions of their exhibits before the
construction of the exhibits and ensure that it is in compliance
with regulations and restrictions on booth design and activity. Ex-
hibitors shall also agree to provide the Organizer with the nec-
essary information facilitating the overall promotion of the Cafe
Show 2014 Secretariat.
Article 7) INSURANCE, SECURITY AND SAFETY
Exhibitors are required to subscribe to all risks in the insurance
policy on all equipment and products during the Exhibition as well
as during set-up and dismantling. The Organizer shall not be held
responsible for any loss, theft, or damage to any articles belonging
to the Exhibitor. Materials used in the stand and display construc-
tion must properly fireproof in accordance with the local fire and
safety regulations. The Organizer shall reserve the right to limit
any constructions or demonstrations that pose as potential safety
hazards.
Article 8) USE OF EXHIBIT SPACE
Exhibitors are bound to exhibit the subscribed products and to
present the stands with competent personnel during the open
hours of the Exhibition. Activities of the Exhibitor shall be confined
within limits of the Exhibitor’s booth.The exhibit will be consistent
with the theme of the Exhibition and the Organizer reserves the
right to restrict exhibits, which may cause detraction from the gen-
eral character of the Exhibition.
Article 9) LIABILITY
It is mutually agreed that the Organizer shall not be liable to the
Exhibitors for any damages made to and/or loss of the Exhibitor’s
property, or for injuries to persons under any circumstances.
Article 10) BREACH OFTHE CONTRACT AND WITHDRAWALS
BY EXHIBITORS
In the event that the Exhibitor refuses to use all or part of the
spare allocated or the Exhibitor defaults on the payment, the Orga-
nizer shall reserve the right to terminate the contract forthwith. In
addition, the stand charges shall not be refunded. If the Exhibitor
withdraws from participation without the Organizer’s approval, the
payment made by the Exhibitor shall not be refunded.
Article 11) CHANGES
The Organizer reserves the right to change the venue and dura-
tion of the Exhibition under any exceptional circumstances. In the
event of a change of venue and/or date, or cancellation of the Exhi-
bition, the Exhibitor shall not be entitled to any claim for compen-
sation in connection with the booking for participation.
Article 12) SUPPLEMENTARY
When necessary, the Organizer shall have the right to issue sup-
plementary regulations in addition to those in the TERMS AND
CONDITIONS FOR EXHIBITING. Those regulations and instruc-
tions shall be binding on the Exhibitors.The Exhibitor shall observe
the COEX Rules and Regulations.
Article 13) ARBITRATION OF DISPUTES
Any disputes, differences or questions arising hereafter between
the Organizer and the Exhibitor concerning the true construction of
these TERMS AND CONDITIONS FOR EXHIBITING or the rights
and liabilities of the parties thereto shall be settled in accordance
with the Commercial Arbitration Rules of the Korean Commercial
Arbitration Board.The verdict of the above arbitration shall be final
and binding upon both.
Sponsorship Program
Classify
Official Event
Online Advertisement
Exhibit Promotion
Advertisement
Official Prints
Advertisement
Media Advertisement
Goods
Price(USD)
$20,000
$10,000
$2,000
$1,000
$1,000
$10,000
$2,000
$1,000
$3,000
$10,000
$5,000
$5,000
$3,000
$2,000
$1,500
$1,000
$10,000
$2,000
$10,000
$1,000
Form
Official Media Kit, Promotion Material
Official Media Kit, Exhibition Hall Banner
On-line Banner
On-line Banner
On-line Banner
Sponsor Logo (1 site)
Sponsor Logo (1 site)
Sponsor Hanging Banner (1 site)
Sponsor Logo (6 site)
Sponsor Logo
Sponsor Logo
Sponsor Logo
Color Advertisement
Sponsor Logo / Narration
Sponsor Logo
Sponsor Logo
Sponsor Logo
Note
Event Period
Event Period
80,000 Badges
200,000 Cards
50,000 Books
e.g. Mug
Items
Country of the Year
B2B Party
Official Website
Mobile Page
E-news letter
Entrance Signboard
Exhibition Hall Big Size Banner
Exhibition Hall Hanging Banner
Registration Desk
Visitor Badge
Invitation
Show Guide Book
Directory
Back Cover
Inside of Front Covers
Inside of Back Covers
Insert
TV/Radio
News Paper/Magazine
Bag
Official Promotion Gift
13 14