Wellstory Food Festa highlights tech solutions to costs, labor crunch

April 8 (Asia Today) -- South Korea's largest business-to-business food industry exhibition opened in Seoul, showcasing technology-driven solutions aimed at tackling rising costs and labor shortages across the sector.

The "2026 Wellstory Food Festa," held at the aT Center in southern Seoul, drew large crowds on its opening day as pre-registrations rose about 30% from a year earlier. Industry participants gathered to explore ways to adapt to inflation and workforce shortages.

"Amid climate-related supply instability and high prices, robotic food service and consulting solutions have become essential for survival," an industry official said at the event.

Inside the K-Food Service Pavilion, a "Trends" booth presented nine key industry themes identified by Samsung Wellstory, combining market data, analysis and case studies to illustrate shifting business conditions.

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A central attraction was the "360 Solution" booth, which introduced support programs including marketing, IT services, overseas expansion and menu consulting. Visitors crowded the booth seeking integrated support beyond food quality alone.

"It's no longer enough to compete on taste," one attendee said. "We need partners who can help with marketing and operations."

Global sourcing competition was also on display. Companies and institutions from eight countries, including the United States, Italy and Thailand, promoted their food ingredients to Korean buyers, highlighting the growing importance of stable supply chains.

In a separate exhibition hall, the K-Catering Pavilion focused on automation. A "Smart Kitchen" demonstration featured more than 30 machines covering the entire process from food preparation to serving and cleaning.

Among the most notable technologies were ultraviolet cutlery dispensers, which sterilize and automatically dispense utensils, and automated washing systems for trays and kitchenware. Exhibitors emphasized their ability to improve hygiene while reducing labor needs.

The event also showcased "Top 10 Innovative Products" selected from roughly 4,000 items presented by more than 100 companies. Featured products included soy-based noodles, design seaweed, plant-based meatballs and halal-certified bloodless sausage.

Industry experts said the sector is shifting from simple ingredient supply toward integrated service models combining logistics, technology and consulting.

South Korea's food distribution market is estimated at about 60 trillion to 64 trillion won ($41 billion to $44 billion), but large corporate distributors account for only about 10%, leaving room for further consolidation and growth.

Demand for institutional catering is also rising as consumers seek more affordable alternatives to eating out.

"While conditions remain challenging, combining technology, data and global networks can create new opportunities," a Samsung Wellstory official said. "We hope this event helps the industry find practical solutions."

-- Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260408010002620