INNOCEAN (CEO William Lee) announced on the 22nd that it had successfully held the ‘Seoul Food in Bangkok 2024’ event in collaboration with KOTRA in Bangkok, Thailand. This marks the first international edition of South Korea’s largest food exhibition, the 'Seoul International Food Industry Exhibition (Seoul Food),' which began in 1983 and is now in its 42nd year. The event, co-hosted by INNOCEAN and KOTRA, was held at Bangkok’s largest shopping mall, Icon Siam. It featured two main sessions: a B2B session (October 18-20) focusing on business-to-business exchanges and a B2C session (October 18-November 3) for general consumers. INNOCEAN played a key role in branding, constructing exhibition spaces, marketing, PR, and on-site management, helping South Korean companies establish a foothold for overseas expansion. The company also provided Thai consumers with a 'K-Food Experience Platform' to promote Korean cuisine. A total of 92 companies, including emerging brands like Teazen, Lingtea, and Seongbukdang, as well as local governments from regions like Gangwon Province and Jeollanam-do, participated in the B2B session. They engaged in buyer consultations and operated showcase booths to promote exports and local market entry. In the B2C session, 31 companies, including major brands like Nongshim, CJ CheilJedang, Lotte Confectionery, and Seoul City, participated in a large-scale "Korean Market Pop-up Store" concept. This session featured product introduction booths, retail booths for product sales and tasting, and promotional booths linked to Seoul travel and content. The event attracted up to 9,800 visitors per day. A representative from INNOCEAN noted, “This project is significant as it was a large-scale Korean culture exhibition held in Bangkok’s busiest district, and it provided a platform for collaboration between public institutions and large corporations to support small businesses in entering overseas markets.” Seoul Food, which started in 1983 as the Korea International Food Technology Exhibition, has grown into a global platform for active exchanges and cooperation among domestic and international food-related companies. Earlier this year, INNOCEAN signed a business agreement with KOTRA to promote the overseas expansion of South Korea's food industry and support exports for small and medium-sized enterprises. Following the success of ‘Seoul Food in Bangkok 2024,’ INNOCEAN plans to expand the Seoul Food exhibition to other global cities, including those in South Asia, the United States, and Europe. INNOCEAN has also been focusing on expanding its global business operations in Asia, having partnered with Thailand's largest retail group, Siam Piwat. Last year, the company planned and operated a large-scale 'K-Ramyun Pop-up Store' and carried out K-entertainment projects like ‘Seventeen Follow the City Bangkok.’ INNOCEAN's CEO William Lee commented, "We are pleased to have contributed to the globalization of the K-Food business with the success of this event. Going forward, INNOCEAN will continue to provide integrated brand solutions and customer experience platforms to help our clients expand overseas."