American Whiskey Masterclass in Seoul

ATO Seoul, in cooperation with the American whiskey company Brown-Forman, held a whiskey masterclass ‘American Whiskey Experience’ on July 25, 2025. The masterclass took place at the Seoul Bar & Spirits Show, one of Korea's leading spirits-focused events, featuring around 200 brands and attracting 40,000 visitors over three days. Led by Mr. Terry Kim, the first Korean bartender named in the Bar World 100 by Drinks International, the session introduced the history and unique characteristics of American whiskey, followed by a tasting of three different whiskeys. The venue was filled with over 50 industry professionals and whiskey enthusiasts.

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.