01 02Organizers’ greeting | Contents

Seoul Int’l Cafe Show 2014,

the EXCEPTIONALTo 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 of Trade, 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

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 of Trade 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 KoreaExperience l Afternoon Tea Party / Sweet Concert / Tea Bar / Culture Station Education l Cafe Show Academy / Coffee Training Station

FLOOr PLAN

C

D

A

B

Conference RoomCafe Show Experts SeminarWorld 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 

EXCEPTIONALSCALE

Seminars by ExhibitorsSeoul Cafe Show offers special opportunity to demonstrate new technology and new product to promote in Seminar Space.Date Nov.20(Thu) ~ 23(Sun), 2014Size Theater : 300ppl, Classroom : 150ppl, Banquet : 150pplPrice

Provide Services AV equipment , Seminar Promotion

05 06Professional Activities

PrOFESSIONAL ACTIvITIES

The 3rd World Coffee Leaders Forum 2014The 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), 2014Organizer World Coffee Leaders Forum Organizing CommitteeParticipants 1,200 delegates from 35 CountriesProgram

Contact www.wclforum.org / info@wclforum.org

BUSINESS NETWORKING Opening CeremonyAll distinguished guests from coffee origins will grace their attendance to congratulate and announce the 13th anni-versary of Cafe Show 2014!

Welcome ReceptionAn 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 PartyNetwork with your potential business partners that are ready to support your goal in the long future!

Experts SeminarSharing insights regarding coffee industry, culture and trend

World Coffee Adventure SeminarCoffee 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

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 ConcertListen to the live sweetness on air! Deepen your sentiments on coffee producing countries’ traditional music and performances.

Afternoon Tea PartyExperience the royalty of tea culture with the motive of ‘Afternoon Tea Party’ that bloomed the English tea culture and its high-class aristocratic society!

Culture StationArt, handicrafts, books and other art pieces are exhibited to experience another level of culture!

EDUCATION

Coffee Training StationFrom 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 AcademyOnce an Amateur, Now a Professional! Acquire all the knowledge you need to create your own home cafe!

09 10Show Review 2013 | Participation Guide

SHOW rEvIEW 2013 PArTICIPATION GUIDE

OVERVIEW PROCEDURE

Show Title

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

INSPIRE THE WORLD

EXPORUM, Monthly Coffee Magazine

34Countries

430Companies

101,725visitors from

63Counties

91%Satisfaction

level

93.5%Re-participation

Rate

ShOWRESULT

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

BOOTh TyPES 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 formand send it byfax/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/IMPOrTErS24%

FrANCHISE & FrANCHISEES16%

BArISTA,rOASTEr,CHEFS,PATISSIEr15%

CATErING SErvICES4%

GOvErNMENT & TrADE ASSOCIATIONS2%

MEDIA4%

[ 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 betweenInternational 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

banner2500 x 750(mm)

sheet cutting

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-siteNov. 21~24, 2013

Early-birdBy 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

APPLI

CA

TIO

N &

CO

NTr

ACT

To C

afe

Show

201

4 Se

cret

aria

t |

Tel (

+82

-2) 6

000-

6681

,672

2 |

Fax

(+82

-2) 2

051-

3326

| E

-mai

l inf

o@ca

fesh

ow.c

omw

ww

.caf

esh

ow.c

om

1.

DES

CrIP

TIO

N O

F A

PPLI

CA

NT

Co

mp

any

Nam

e

Ad

dre

ss

Ph

on

eFa

x

Pers

on

in c

har

ge

Tit

le

E-m

ail

Ho

mep

age

Exh

ibit

s

2.

BO

OTH

rEN

TAL

FEE

Bo

oth

Typ

eS

pace

Onl

y (2

,200

US

D)

She

ll S

tand

(2,6

00 U

SD

)P

rem

ium

Boo

th (3

,000

US

D)

Co

nte

nt

(A)

( A

)

Boo

th(

A

)

Boo

th(

A

)

Boo

th

Not

eO

nly

Pro

vide

s S

pace

Spa

ce +

Bas

ic S

tand

ard

Boo

thS

pace

+ W

oode

n B

ooth

*Bas

ic u

nit

:1 b

oo

th (

3m×3

m=9

m2 )

3.

DIS

CO

UN

T PrO

GrA

M

* M

axim

um 2

7% d

isco

unt

avai

labl

e fo

r ex

hibi

tors

who

hav

e pa

rtic

ipat

ed m

ore

than

5 y

ears

.*

From

‘Num

ber

of P

artic

ipat

ion’

cat

egor

y(2,

3,4)

, onl

y 2

optio

ns a

re a

vaila

ble

to b

e ch

osen

.*

Dis

coun

t pr

ogra

m is

onl

y ap

plie

d to

exh

ibito

rs t

hat

have

pai

d th

e do

wn-

paym

ent(

50%

of

tota

l par

ticip

atio

n fe

e) w

ithin

1 w

eek

afte

r su

bmitt

ing

the

appl

icat

ion

form

.

Dis

coun

t Am

ount

(%)

Che

ck

10%

, (- 2

20 U

SD

)(

)

3%

, (- 6

6 U

SD

)(

)

10%

, (-2

20 U

SD

)(

)

3%, (

- 66

US

D)

(

)

2%, (

- 44

US

D)

(

)

2%, (

- 44

US

D)

(

)

300

US

D(

)

(

B

)U

SD

( A

)B

ooth

s X

(

B

) US

D =

(

C

) U

SD

E

Dis

coun

t P

rogr

am

App

licat

ion

Due

-dat

e①

Ear

ly-b

ird D

isco

unt(

2014

.05.

30)

Num

ber

of P

artic

ipat

ion

② R

e-pa

rtic

ipat

ion(

2013

Exh

ibito

r)

③ R

e-pa

rtic

ipat

ion

with

in 5

yea

rs(P

artic

ipat

ed 3

tim

es /

5yea

rs)

④ P

artic

ipat

ed e

very

yea

r(5

year

s)

Boo

th S

cale

⑤ M

ore

than

10

boot

hs

Adv

ertis

emen

t-S

pons

or⑥

Mor

e th

an 2

,000

US

D

Spe

cial

Pro

gram

C

orne

r B

ooth

– 2

sid

es O

pen

App

lied

Boo

th U

nit

Pric

e (B

)

Part

icip

atio

n Fe

e (C

)= (A

) X (B

)

Tota

l = (C

)

4.

TOTA

L PA

rTI

CIP

ATI

ON

FEE

( ①

+ ②

) : U

S$ (

)

we

heR

eBy

aPP

ly f

oR

PaRt

ICIP

atIo

n In

“C

afe

Sh

ow

201

4” a

nd

en

Clo

Se u

Sd (

) a

S 50

PeR

Cen

t o

f th

e to

tal

PaRt

ICIP

atIo

n f

ee.

SIG

nat

uRe

of

au

tho

RIze

d P

eRSo

n

dat

e

.

. 20

14

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

TErMS AND rEGULATION

TERmS AND CONDITIONS FOR ExhIBITING

Article 1) TERmS OF REFERENCEIn 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 SPACEThe 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 PROCEDURESThe 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 OF TOTAL NUmBER OF BOOThSShould 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 REmOVALThe 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 ExhIBIT WITh ORGANIZERExhibitors 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 SAFETyExhibitors 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 SPACEExhibitors 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) LIABILITyIt 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 OF ThE CONTRACT AND WIThDRAWALS By ExhIBITORSIn 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) ChANGESThe 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) SUPPLEmENTARyWhen 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 DISPUTESAny 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