Pan Asia Food Trade Show Experience: 50th Years of Bringing Korea Home

Background: 

Korean food had moved from niche to mainstream. Fueled by the global popularity of K-pop, K-dramas and Korean culture, demand for Korean food products continued to grow, creating new opportunities across Canada's grocery landscape.

As one of Canada's pioneers in Korean and Asian food distribution and retail, Pan Asia Food had spent 50 years bringing authentic Korean products to Canadian consumers. Its 50th anniversary presented an opportunity to celebrate that legacy while reinforcing its position in a rapidly growing category.

At Grocery Innovations Canada 2026, we set out to bring that story to life through a branded trade show experience that went beyond a conventional product display.

Scope & Impact: 

I led the end-to-end creative direction and experience development for a 10' × 20' trade show environment, bringing together Korean food culture, product discovery and brand storytelling in one cohesive space.

The experience balanced a contemporary Korean aesthetic with clear commercial messaging, making the product portfolio easy to explore while creating an inviting environment for grocery buyers, retailers and industry partners. From custom environmental graphics and product displays to integrated digital screens, sampling areas and visitor engagement spaces, every element was designed to make the brand more tangible and memorable.

I also served as the central creative and production lead, connecting the client, creative development, fabricators, printers and installation team to bring the experience together.

The result was a celebration of 50 years of bringing Korea home, while looking ahead to the next chapter of Korean food in Canada.

CLIENT: PanAsia Food Co. Ltd
AGENCY: Helena Yoon Co.