Two major art fairs are preparing to transform Seoul into Asia's premier art destination once again this September. Frieze Seoul and Kiaf Seoul will return for their fourth collaborative edition, taking place at Coex in southern Seoul from September 3rd through 7th. This unprecedented partnership between a leading global art fair and Korea's established local fair continues to capture international attention, with visitors able to access both events with a single ticket.
Kiaf Seoul, one of Korea's oldest art fairs since its launch in 2002, has made significant changes this year to enhance quality and visitor experience. The fair has deliberately reduced its participating galleries from 205 to 175, according to an announcement made by the Galleries Association of Korea on Tuesday. This strategic decision aims to ensure higher standards for both collectors and general audiences.
"There was some feedback that the fair floor felt more like a crowded market," explained Lee Sung-hoon, president of the Galleries Association of Korea, during a joint press conference with Frieze Seoul held at Hotel Shilla in Seoul on Tuesday. He acknowledged the challenge of implementing these changes, noting that "since the fair is run by an association of member galleries, which is also our limitation, it was very difficult for us to persuade them."
However, Lee emphasized that participating galleries are beginning to understand the importance of representing stronger artists and improving their overall program quality, particularly through their collaboration with Frieze Seoul. This partnership has helped local galleries recognize the value of curating more selective, high-quality exhibitions rather than simply maximizing the number of participants.
Patrick Lee, director of Frieze Seoul, highlighted the fair's growing significance in establishing Seoul as a cultural cornerstone within Asia. In its fourth year, Frieze Seoul will feature 120 participating galleries, with the majority operating spaces across Asia. The fair boasts significant participation from Japan, Taiwan, and China, along with notable representation from Indonesia and Thailand this year.
"It is always our ambition to create a platform where these galleries can interact with a great audience, and Frieze Seoul remains a very strong platform for Asia," Patrick Lee stated during the press conference. When questioned about strategies for navigating the challenging art market, Lee, who has experience as a former gallerist, emphasized that success extends beyond mere sales figures.
"Of course, sales are very important, but it is really the quality of the conversations that you have," Lee explained. "It is about an opportunity to engage with a great, diverse audience, curators, museums, collectors and writers." This philosophy reflects the fair's commitment to fostering meaningful connections within the art community rather than focusing solely on commercial transactions.
This year's Frieze Seoul will showcase several innovative features, including the Park Seo-Bo X LG OLED: Colors Drawn from Nature lounge. This special installation presents digitally recreated works by Korean dansaekhwa master Park Seo-bo, created in collaboration with LG OLED, which serves as the headline partner of Frieze Seoul. The partnership demonstrates how traditional Korean art can be enhanced and preserved through cutting-edge technology.
Beyond the main exhibitions, both fairs will offer extensive programming designed to engage diverse audiences. Various programs including Frieze Live, Frieze Music, and Frieze Film will take place throughout the fair period. Additionally, Kiaf, Frieze, and Korea Art Management Service will present a comprehensive talk program running from September 4th through 6th at Coex.
These discussions will cover compelling topics such as "Art Foundations and the Ecology of the Art World," "Queer Asian Art and the Technology of Re-membering," and "Global Perspectives on Korean Art Market." These sessions aim to address current issues and future directions in the contemporary art world, with particular focus on Asian perspectives and Korean market dynamics.
The collaboration extends beyond the convention center, with Seoul's gallery neighborhoods actively participating in the celebration. Galleries and cultural institutes across the city's art districts will host special events and extended hours before and during the Frieze Seoul period. The neighborhood events will begin in Hannam-dong on September 2nd, continue in Cheongdam-dong on September 3rd, and conclude in Samcheong-dong on September 4th.
Patrick Lee expressed strong confidence in the continued partnership, stating, "We really appreciate the relationship with Kiaf. We view our commitment to Seoul as a long-term thing." This commitment reflects both organizations' dedication to establishing Seoul as a permanent fixture in the international art fair circuit and strengthening Asia's position in the global art market.
