Cafe Show Seoul 2021 Brochure

20th Special Edition

Asia’s No.1 Coffee Event Nov 10-13 | Coex, Seoul, Korea

Contents 03 Brand Story 04 Brand Value 06 Show Info 07 Show Composition 08 Floor Plan 10 Business Program 11 Concurrent Event 12 Special Event 13 Show Report 15 Participation Schedule 16 Participation Guide 21 Application & Contract 22 Terms and Conditions 23 CafeShow Global Brand

3

Brand Story

Cafe Show Seoul opens new opportunities, builds stronger businesses, and generates insightful knowledge and culture trends.

Cafe Show Seoul connects the global world of coffee and F&B industries.

Experience the difference Cafe Show Seoul makes in your brand.

Brand Value

Globally Acclaimed Exhibition Established in 2002, the year 2021 marks the 20th anniversary of Cafe Show Seoul. During the last 20 years, Cafe Show Seoul has become the most influential and one of the largest exhibitions in Asia to specialize in coffee and F&B industry.

Beyond its renowned reputation in Asia, the competitiveness of the show is now a globally recognized one.

Ministry of Trade, Industry and Energy, GLOBAL TOP EXHIBITION

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Cafe Show Seoul is Asia's largest business platform held annually in November, stimulating and supporting the global coffee and F&B industries.

Having grown together with the Korean coffee market since the beginning, Cafe Show Seoul presents unique values and opportunities by providing integrated and dynamic experiences in business, knowledge and culture.

At its 20th edition in 2021, Cafe Show Seoul promises to provide a stronger and more versatile business platform that exactly knows and meets your needs.

A Cup of the World Cafe Show Seoul

Seoul Metropolitan City

AFECA AWARD

GLOBAL MICE EXHIBITION

winner

Officially Supported by the

ICO

Exhibition with a Strong History

A "Must-Attend" Exhibition of the Year

Cafe Show Seoul is a business trade show highly proclaimed as an essential event to attend by numerous industry professionals from around the world. Average exhibitor satisfaction rate reaches 92% (NPS 62.5), and re-participation rate is over 93%.

Cafe Show Seoul is the largest coffee business platform in Korea and provides an exclusive opportunity to meet the biggest players of the Korean and Asian coffee industry face-to-face.

93% Exhibitor Satisfaction Rate 92% Exhibitor Re-participation Rate

Exclusive Business Matching Service Business Attendees Satisfaction Rate

Available

99%

Big Buyer Invitation Program

5

Show Info

Title

The 20th Seoul International Cafe Show (Cafe Show Seoul)

Show Period

Wed, Nov. 10 - Sat, Nov. 13, 2021 (4 days)

Venue

Coex Convention and Exhibition Center, Hall A - D (36,007sqm)

Organized by Hosted by

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Exhibit Items C offee, tea, bakery, dessert, ice-cream, chocolate, beverage, raw material, machine & equipment, kitchen appliances, interior, franchise & start-up, food services and more Scale (Expected)

600 exhibitors, 2,000 booths from 40 countries 160,000 Visitors from 80 Countries

Certifications Supporters (Expected) The U.S. Agricultural Trade Office Seoul, Embassy of Brazil, Procolombia, Embassy of Cote d'lvoire, Embassy of Costa Rica, Embassy of Kenya, Embassy of Turkey, Embassy of El Salvador, Embassy of Honduras, Embassy of India, Embassy of Mexico, PRO ECUADOR, Embassy of Guatemala, etc.

Media Partners Local : (Expected) International :

Show Composition

HALL C

3F

Unique Blends HALL D

Discover all the fundamentals of coffee, from coffee producers to the latest trends.

Add passion, culture and youth to your cafe through all new innovations you find in Hall D.

Coffee, roasting machine, grinder, espresso machine, filter, etc.

Specialty coffee, roastery cafe, coffee machine & equipment, etc.

7 4F Conference Room

Cafe Essentials

Sweet Additions

HALL A

HALL B

Find new sources in Hall A and watch your business gain competitiveness.

Sweeten up your life through items found in Hall B.

Total machine, raw material, bakery, ice-cream, etc.

1F

Tea, beverage, chocolate, dessert, tableware, interior, food services, etc.

Floor Plan

8

*This floorplan may be subject to change.

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Business Program Mocha Port Business Matching Service

Inspired from the 'Port of Mocha,' Cafe Show Seoul's Mocha Port is an exclusive business matching program that allows you to connect with the ultimate buyer that matches your interest and needs.

What is business matching service?

Business matching service is a special program that allows you to pre-schedule meetings for efficient business networking with your targeted buyers. Exhibitors and buyers can be "matched" based on matching objectives, fields and interests.

Key Features

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Cherry’s Choice Special Showcase of Innovative & Popular Products

EXPLORING

MATCHING

NETWORKING

Buyer and Exhibitor Information

Recommendation based on interest.

Meetings sent and received

On-Site Meeting Information

Cherry's Choice is a special selection and showcase of Cafe Show Seoul's most innovative and popular products of the exhibition year. A selection of products is chosen for each category to be exceptionally showcased.

CafeShow Exellence Award

Cafe Show Excellence Award presents and features exhibitors' outstanding products and services. It not only promotes exhibitors' brands but also endorses the growth of the global coffee industry.

Best Selection of Cafe Show Seoul Exhibitor Products

2019 Award Winners Award Category Creative Design

Outstanding Innovation

Superior Sustainability

2021

Exhibitor Name

Product Name

HIT THE TEA

Super Matcha

CM TECH

Ceroffee

NOBLE TREE

iRHEA

EL ROCIO

El rocio dignity

C&J INTERNATIONAL

Glue free eco friendly Paper straws

HUSKEE

Huskee cup

* Please check 2020 Award Winners on Cafe Show Seoul's website.

Concurrent Event CONFERENCE

Title

Knowledge Platform for the Global Coffee Industry

Period

Tue, Nov. 9 - Fri, Nov. 12, 2021

Venue

Coex Conference Room

The 10th World Coffee Leaders Forum

Organized by

World Coffee Leaders Forum Organizing Committee

Scale

2,000 professionals from 60 countries (expected)

Official Language English, Korean Main Program Main Event Opening Ceremony, Welcome Reception Educational Class Global Session, Professional Session, Origin Adventure Session, World Tasting Station, Tour Program Networking & Coffee Culture Tour Inquiry

+82-2-6000-6707/ info@wclforum.org

Website www.wclforum.org

FESTIVAL

Title

Aromatic Coffee Festival in Seoul

Period

Wed, Nov. 10 - Sat, Nov. 13, 2021

Venue

Coex and main areas of Seoul

The 5th Seoul Coffee Festival

Sponsor

Seoul Metropolitan City

Scale

160,000 people from 80 countries

Main Program Seoul Coffee Tour Bus, Coffee Alley,

Coffee Library, Coffee Art Gallery, Coffee Talk,

Coffee Science Lab

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Special Event Competition

Competition

• Thank you, Coffee

• Korea Barista Championship • Korea TEAM Barista Championship • Master of Cupping • Master of Brewing

Roastery

• Coffee Alley • Coffee Brewing Bar

Seminar

• Global Session • Professional Session • Origin Adventure Session • Coffee Talk

Experience Zone

• Coffee Library • Coffee Art Gallery • Coffee Science Lab

Award

• Cherry’s Choice • Cafe Show Excellence Award

Tour Bus

• Seoul Coffee Tour Bus • Seoul Coffee Spot

World Coffee Battle • World Latte Art Battle • World Cocktail Battle

Korea Coffee League

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Show Report EXHIBITOR

VISITORS

Exhibitors

Satisfaction Rate

635

93

Visitors

155,012 Industry Professionals

Booths

2,027 Visitor Type (Industry Professionals) Cafe Owner

Distributor

Countries

85,257

Re-participation Rate

92

80

General Visitor

Europe North America

69,755

Domestic VIsitor

150,190 Areas of Interest Purchasing Consultation Market Research

Overseas Visitor

6.8%

4,822 Visiting Purpose Coffee Bakery

Beverage

Visit Existing Partner Trade Attend Concurrent Events

Chocolate Ice-cream Interior Packaging

Consider Exhibiting Raw material

Others

Others

Africa

2.8%

Oceania Others

7.3%

Secure New Partnerships Find Cooperation Partners

Restaurant

Middle East

10%

Food Services, Franchise

Institution

Asia

47.2%

Latin America

Tea Manufacturer

9.7%

13.6

Machine & Equipment Franchise Others

2.6%

13

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Participation Schedule After application

Consider Participation

Review booth types Check needed exhibition space Review added options

June~Aug

Locate Booth

Booths allocated based on the Booth Allocation Rules - ‌ 4 or more booths : select own location on "Booth Allocation Day" - ‌ 3 or less booths : organizer selects location for exhibitor

Aug~Sep

Apply for Additional Utilities

Electricity, internet, water supply & drainage, compressed air, visitor registration system

Submit Application

Create an account on official website Fill out an online application form Apply for an upgrade package/ sponsorship(optional)

Aug

Receive Exhibitor Manual

Start your full preparation for the exhibition Review important checklist and exhibitor guide outlined in the Exhibitor Manual

Aug~Oct

Plan Your Booth Layout

Simulate you and your colleagues rolls at the exhibition Check final details of all items needed at your booth

Make Payment

Make a payment after receiving an invoice - Deposit (50%) : due within a week - Balance : due at the end of July

Aug~Sep

Hire a Contractor (Space-only Exhibitors) Select your booth design Check your contractor is already registered with the venue

Sep~Oct

Utilize Business Matching Service Review all local and international buyer information Send/receive meeting requests to/ from buyers of your interest

Continously

Receive E-mail Notices

Receive important e-mail notices from the organizer Check important steps to your participation

Aug~Dec

Submit All Requested Forms

Log into the Exhibitor Portal Submit all mandatory and optional forms through the Portal - Exhibitor Profile, Entrance Badge, Additional Utilities, etc.

Oct

Send Digital Invitations

Send digital invitations to your partners, customers, target customers, etc.

15

Participation Guide Application Sign up and log into your account on Cafe Show Seoul's website

Fill out and submit an online application form

Print, sign and submit the scanned application form via email

Make payment after receiving an invoice

www.cafeshow.com

Booth Participation Upgrade Package Sponsorship

info@cafeshow.com

Deposit 50% Balance (~July)

Application Deadline 16

Payment Steps

Early-bird

General

Method

Bank

Account Number

Beneficiary

~2021.2.26

~2021.7.30

Wire Transfer

Korea Exchange Bank

650-007890-109

Exporum Inc

Application submission date is a factor in booth allocation order

- Deposit (50% of the fee): due within 1 week of application - Balance (Remaining fee): due on Fri, Jul. 30, 2021

STEP 1. Booth

1) Choose your booth type Category

2) Select your booth size Raw Space

Price (vat excl.)

See how many sqm of exhibition space you need

Shell stand

USD 2,800 per 1 booth

in total to discover how many booths you need.

•‌ 1 booth = 3m x 3m(9sqm)

USD 3,200 per 1 booth

3) Apply for a corner(additional cost) Space

Space Only

Offered Services

Additional Offers

· Booth design and construction by Coex approved contractor · Additional charge generated apart from participation fee (Average USD 1,000~5,000/Booth)

Carpet

3mx3m

Wooden Side Wall

Height 3m, White

Corner booth(2 sides open) : USD 400 •‌ Option only available for exhibitors with less than 3 booths •‌ First-come, first-serve to 50 exhibitors

Electricity

1kw

Light(Arm spot)

3ea

Fasica Board

English/Korean

4) Check for any discount programs

Information Desk & Chair

1 each/exhibitor

•Early-bird(~2021.2.26) : -USD 280 per booth

· Promotion of exhibitor and products(Online : Cafe Show Seoul Website, Social Media, Mobile App / Offline : Directory Book) · Access to domestic and overseas buyer’s contact · Business-matching service, Mochaport

•‌ 2-year consecutive participation(2020~2021) : -USD 78 per booth •‌ 5-year consecutive participation(2016~2020) : -USD140 per booth

Details

· Differentiated brand promotion & marketing available · Improves the image concept of exhibitor and the product · Constructed by Coex approved contractor · Additional charge required apart from participation fee

· Constructed by the organizer · Upgraded design and cost-effective · Internal design flexible

4) Apply for additional options Sponsorship Program

Priority in Booth Selection

Added promotional exposure

Logo Exposure on Official Items (ie. badge, etc.)

Upgrade Package

Upgrade PKG (to STEP2)

Upgrade PKG (to STEP2)

Product PKG (to STEP2)

Video PKG (to STEP2)

Video PKG (to STEP2)

Utlities Electricity, water, etc.

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Step 2. Upgrade Package Package Type

18

Provided Materials

Price

Upgrade

1 Meeting Table Set, 1 Catalogue Holder

USD 300

Translation

Translation Service (8h x 4 days)

USD 1,000

Seminar

Seminar/ VIP Room/ Storage Room Rentals

USD 2,000 / 1 day USD 6,000 / 4 days

Brand Maximizer

Hanging Banner Above Booth, Logo Exposure on Floor Plan, 50 Invitation Cards

USD 3,000

Business Maximizer

Highlighted Brand Search, Article/ Brand Introduction on E-Newsletter, 1 Full Page Color Advertisement on Official Directory, Automatic Selection for Cherry's Choice, 50 Invitation Cards

USD 5,000

Step 3. Utilties (VAT. Excl.)

Classification

Price

Electricity - Single Phase 220V - Three Phase 220V - Three Phase 380V

Daytime USD 70/KW 24 Hours USD 90/KW

Compressed Air

USD 250

Telephone

USD 200

LAN (Internet)

USD 250

Water & Drainage

USD 250

Visitor Registration System

USD 250

*1kw electricity is included in a shell stand

Classification

Price

Become a Leader in the industry!

Step 4. Sponsorship Program Cafe Show Seoul brings the world’s leading coffee professionals and companies together.

Generate leads, elevate your brand and product via our customized sponsorship program.

Special privilege to select the booth location is offered for official sponsors.

No.

Classification Limited number of sponsors

Platinum

Gold

Silver

Bronze

$50,000

$36,000

$24,000

$12,000

1

2

3

10

P-1

Booth Allocation

P-2

Welcome Reception(Proposal of Toast)

○

P-3

Distribution of samples or gifts(Exhibition Hall Entrance)

○

P-4

Brand Exposure(Official installation)

○

○

P-5

Sponsor Badge

100

50

P-6

Concourse Banner(Lobby)

○

○

Immediately after registration

1st : Cafe Show Official Sponsor 2nd : More than 4 booths

(chosen by exhibitor) 3rd : Less than 4 booths

(allocated by organizer) ※ Booth selection order will be determined by points based on ‘Number of booths, Registration order, Number of participation, Show contribution and other factors.’

P-7

Hanging Banner(Exhibition Hall)

○

○

○

P-8

Storage Space

○

○

○

P-9

Brand Exposure(Banners and signs)

○

○

○

P-10

Brand Exposure(Printed materials)

○

○

○

○

P-11

Brand Exposure(Floor plan)

○

○

○

○

P-12

Promotional Video on LED screen(Exhibition Hall Entrance)

○

○

○

○

P-13

Brand Exposure(Registration area)

○

○

○

○

P-14

Brand Exposure(Photo wall)

○

○

○

○

P-15

Website Banner

○

○

○

○

P-16

Mobile APP Banner

○

○

○

○

19

P-17

Newsletter Banner

○

○

○

○

P-18

Directory Advertisement

○

○

○

○

P-19

Business Matching System Search Premium

○

○

○

○

No.

Classification

Offers

S-22

Visitor Badge

Visitor Badge (Lanyard) with Sponsor Logo/ Lanyard Width: 20mm

S-23

Official Cafe Show Bag

Cafe Show Bag with Sponsor Logo/ Color: RED

※ For inquiries, please contact the organizer.

Booth Allocation

엑스포럼 홍길동 1Day

20

1Day

22

20

Application & Contract

THE 20th SEOUL INT’L CAFE SHOW 2021 Nov.10(Wed)~13(Sat), 2021 COEX, Seoul, Korea

T. +82-2-6000-6673 F. +82-2-881-5429 E. info@cafeshow.com H. www.cafeshow.com

1. Description of Applicant

3. Detailed Participation Fee

Company Name Address

(Zip-code

)

Phone

Fax

Person in Charge

Title

Homepage

E-mail

Discount Programs

( ( ( ( (

) Coffee ( ) Tea ( ) Bakery ( ) Chocolate ) Beverage ( ) Ice cream/Gelato ) Raw materials ( ) Packaging materials ) Interior ( ) Store Facilities ( ) Franchises ) Other

* Please number the choices based on your priority.

2. Booth Type

Amount of Booth (A)

Note

Shell Stand

Unit Price

USD 2,800

USD 3,200

Special Program

Corner Booth (less than 3booths)

Number of Booth

USD –280

② Re-participation (2020 Exhibitor) ③ Participated every year (2016~2020)

Brand

Booth Type

Space Only

① Early-bird Registration (~2020.12.31)

Exhibiting Items

Exhibiting Zone

Category

USD -78

USD -140

21

400 USD

Applied Booth Unit Price(B)

0 USD

Sub Total (C) =

(A) X (B) + Special Program

0 USD

VAT (D) =

(C) X 0.1

0 USD

We hereby apply for participation in “The 20th Seoul International Cafe Show” Space Only

and enclose deposit

Shell Stand Booth

Only Provides Space

as 50 percent of the

total participation fee.

Booth

Space + Wooden Booth

□ We would like to be the Sponsor for Cafe Show 2021

.

Signature of authorized person

. 2020

Terms and Conditions

THE 20th SEOUL INT’L CAFE SHOW 2021 Nov.10(Wed)~13(Sat), 2021 COEX, Seoul, Korea

T. +82-2-6000-6673 F. +82-2-881-5429 E. info@cafeshow.com H. www.cafeshow.com

Article 1) TERMS OF REFERENCE

Article 8) LIABILITY

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, ‘REED KOREA’ and ‘EXPORUM’. The term ‘Organizer’ shall mean, ‘REED EXHIBITIONS KOREA’ and ‘EXPORUM’. The term ‘Exhibition’ shall mean "The 18th Seoul Int'l Cafe Show (Cafe Show Seoul 2019)".

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 2) ALLOCATION OF EXHIBIT SPACE The Organizer shall allocate the space in accordance with the nature of the exhibit or in the manner the Organizer deems fit. The Organizer shall reserve the right to change the space allocated to the Exhibitor at any time prior to the commencement of the build-up of the exhibition should the circumstances require changes. Such changes shall be at the discretion of the Organizer. 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 right after submission and 20% of the total participation fee as deposit must be paid as soon as contract submitted. 30% of the total fee must be paid

by Feb 28, 2019. Remaining 50% of the total fee must be paid by July 26, 2019. The remittance charge and the intermediary bank commission must be paid by the exhibitors.

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Article 4) INSTALLATION AND REMOVAL The installation and removal of the exhibits and booths must be completed by the date and time stipulated by the Organizer. Exhibitors shall indemnify the Organizer against any loss, which may be caused by delay or damage to the Exhibition Hall.

Article 9) BREACH OF THE 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 Organizer 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 10) CANCELLATION & PENALTY ON THE REDUCTION OF TOTAL NUMBER OF BOOTHS Once the application and contract has been submitted, the cancellation space will require a written notification sent to the Organizer right after making the decision. 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. Participation fees already paid shall be taken for the penalty. Should that amount not be sufficient, the difference must be paid and any excess amount shall be returned.

PENALTY RATE: * Cancellation or Reduction of number of booth until FEB 28, 2021 : 50% of total participation fee * Cancellation or Reduction of number of booth from MARCH 1, 2021 ~ JUL 30, 2021 : 80% of total participation fee * Cancellation or Reduction of number of booth after AUG 1 2021 : 100% of total participation fee Article 11) SUPPLEMENTARY

Article 5) 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 construction 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 6) COORDINATION OF EXHIBIT WITH 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. Exhibitors shall also agree to provide the Organizer with the necessary information facilitating the overall promotion of the Cafe Show 2019 Secretariat.

Article 7) 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 general character of the Exhibition.

When necessary, the Organizer shall have the right to issue supplementary regulations in addition to those in the TERMS AND CONDITIONS FOR EXHIBITING. Those regulations and instructions shall be binding on the Exhibitors. The Exhibitor shall observe the COEX Rules and Regulations.

Article 12) 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.

Article 13) COUNTRY OF TAX EXEMPTION If your country is not a part of the Country of Tax exemption, 10% VAT from total participation fee will be charged. Under the Republic of Korea law of Value Added Tax(VAT) Standard regulation 25-0-1 [Range of Tax Exemption Country], Please refer to the list of country at the official website(www.cafeshow.com/ eng).

CafeShow Global Brand

Find your into world market 수출 way 판로 개척의 지름길, 카페쇼

Find your way into world market

23

. 1월 20222022 Jan,

. 5월 20212021 May,

. 9월 20212021 Sep,

2021.2021 11월 Nov,

Paris, France 프랑스 파리

Beijing, China 베트남 호치민

Beijing, China 중국 베이징

Seoul, Korea 대한민국 서울

Europe's biggest 유럽 최대의 커피consumer 소비시장 Cafe culture leader

One of 동남아시아 the world's 진출을 largest위한 coffee consumers 교두보 First exhibition specialized in coffee in China

One of the coffee consumers 중국world's 최초의largest 커피 전문 전시회 First exhibition specialized in coffee in China

세계 최대의 소비 격전지

Asia's largest coffee F&B event 세계 최대 규모의 커피 and 및 식음료 전시회 Must-Attend exhibition of the year 업계 종사자들의 Must-Attend Show

카페쇼 Cafe Show파리 Paris Versailles 프랑스Porte 파리 de Porte de Versailles www.cafeshow.fr .cafeshow.fr www

Cafe Show China 카페쇼 베트남 CIEC 베트남 호치민 SECC www.cafeshow.com.cn .cafeshow.com.vn www

카페쇼 차이나 Cafe Show China CIEC CIEC 중국 베이징 www.cafeshow.com.cn .cafeshow.com.cn www

서울카페쇼 Cafe Show Seoul Coex 대한민국 서울 COEX www.cafeshow.com www.cafeshow.com

프랑스 고유의 카페문화

고속 성장하는 소비재 유통 시장

Inquiries Cafe Show Seoul Team

5, Baekjegobun-ro 9-gil, Songpa-gu, Seoul 05561, Korea

T +82-2-6000-6673 E info@cafeshow.com

F +82-2-881-5429 H www.cafeshow.com