Korean Premium Processed Products Buyers Reverse Trade Mission to the Summer Fancy Food Show

ATO Seoul recruited a delegation of 6 Korean buyers from 6 import distributors for premium and organic food products to attend the Specialty Food Association’s 69th Summer Fancy Food Show (SFFS) held in New York, NY, June 28-July 1, 2025. In addition to attending the trade show, ATO arranged field trips to more than ten retail markets to enhance buyers’ understanding of U.S. food trends. According to the post-activity survey, delegation members conducted 139 business meetings with U.S. suppliers and expect $2.85 million in sales over the next 12 months.

U.S. Pavilion and Cooking Demonstration at Seoul Food and Hotel Show 2025

From June 10-13, ATO Seoul hosted the U.S. Pavilion at the USDA-Endorsed Seoul Food and Hotel Show. With 47 exhibitors including 13 state regional trade groups (SRTGs) and USDA cooperators, the U.S. pavilion returned to pre-pandemic participation levels. ATO Seoul carried out a comprehensive program, including an orientation seminar and a market tour for U.S. exhibitors, along with a welcome reception for over 120 attendees including Korea’s food industry professionals to strengthen their network with U.S. companies. Embassy Seoul's Deputy Chief of Mission, Ms. Joy M. Sakurai, visited the pavilion and participated in a cooking demonstration session with a Korean social media influencer, Maji, where they highlighted U.S. brunch recipes. The cooking demonstration continued over the first three days of the show, where Chef Ki-Hoon Kim showcased and sampled18 different menu items using quality U.S. ingredients, sponsored by 15 U.S. companies and SRTGs and cooperators.

Buyers Mission to National Restaurant Show 2025 in Chicago

ATO Seoul led a group buyers and distributors from Korea’s foodservice and business-to-business food sectors to the National Restaurant Show (NRA) Show in Chicago in May 2025, one of the world’s largest foodservice industry exhibitions.  The delegation program included trade show attendance, business matchmaking in cooperation with the National Association of State Departments of Agriculture (NASDA), and field visits. It aimed to enhance Korean buyers’ understanding of high-quality U.S. food products and to expand their network with U.S. suppliers and industry professionals, creating greater business opportunities. According to a post-show survey, the delegation members engaged with over 200 U.S. exhibitors, and expect 4.3 million USD in sales over the next 12 months.