VIP preview draws collectors, celebrities, and museum buyers as the twin fairs seek to define Seoul’s role in the international art circuit.

Now in its fourth year, Frieze Seoul — held in partnership with Kiaf Seoul — opened Wednesday to VIPs and media at Coex in southern Seoul. The mood was more subdued than in the fair’s buzzy debut, but the dual events still drew significant attention from collectors, curators, and art lovers worldwide.

Since its launch in 2022, the pairing of Frieze and Kiaf has made Seoul a September fixture on the global art calendar. This year, some 300 galleries are participating across both fairs.

Asian Galleries Step Forward
With a greater proportion of Asian galleries than their Western counterparts, Frieze Seoul has prompted debate about whether the fair is tilting regional rather than global. Yet for many dealers, this shift signals Seoul’s growing role as an art hub for Asia.

Among the newcomers is Tokyo-based A Lighthouse called Kanata, which specializes in postwar Japanese artists. “It is very important for us to be seen,” said founder Waihei Aoyama. “Many people in Korea will be encountering us for the first time. Sales have already been strong, and we feel very positive about Frieze Seoul.”

The gallery confirmed that the Museum of Fine Arts, Houston acquired a stainless-steel sculpture, Can I see you, by conceptual artist Satoru Ozaki, whom it describes as a “forgotten treasure” of Japan.

Global Heavyweights Hold Their Ground
Blue-chip galleries also used Seoul as a showcase. Gagosian placed Japanese superstar Takashi Murakami at the forefront of its booth, alongside a pop-up exhibition titled Seoul, Kawaii Summer Vacation at the Amorepacific Museum of Art.

The gallery also presented Paik Nam-june’s Ambassador TV (2005). “He is the founder of video art and one of the most important artists of the 20th century,” said Nick Simunovic, Gagosian’s senior director. “Museums worldwide recognize his significance, and serious collectors understand that too.”

Hakgojae Gallery, showing in Frieze Masters, spotlighted Paik’s Internet Dweller: mpbdcg.ten.sspv alongside an 18th-century moon jar. “The proportion of Korean collectors is slightly higher, but we are still seeing important international clients,” said Hakgojae president Woo Chan-kyu.

Kiaf Refines Its Focus
Kiaf Seoul, organized by the Galleries Association of Korea, trimmed its roster to 175 galleries this year from 205 to ensure higher standards for collectors. Among them is Sundaram Tagore Gallery, which operates in New York, London, and Singapore.

“I feel that by being here, we get the benefit of both Kiaf and Frieze,” founder Sundaram Tagore said. “The market is not strong right now, but it always ebbs and flows. What matters is our solid client base — and many of them are coming here.”

Last year, the gallery sold two works by Hiroshi Senju to private Korean museums during Kiaf.

Star Power on Opening Day
The opening drew high-profile guests, including First Lady Kim Hea Kyung — who gave a brief speech before touring the fair — along with BTS’s RM, Seventeen’s Vernon, and Malia Obama, daughter of former U.S. President Barack Obama.

Frieze Seoul runs through Saturday, while Kiaf Seoul continues through Sunday.

Sayart / Maria Kim sayart2022@gmail.com