Two major international art fairs are preparing to make their return to Seoul this September, despite ongoing challenges in the global art market and worldwide economic uncertainty. Frieze Seoul and Kiaf Seoul will once again open their doors to collectors, galleries, and art enthusiasts, bringing both opportunities and obstacles as they navigate a period of sluggish sales while attempting to revitalize Korea's creative landscape.
As these prominent art events enter the fourth year of their unique five-year partnership agreement, they face a crucial decision point regarding the future of their collaboration. This alliance represents a rare example in the art world where an international fair has joined forces with a local counterpart to establish a strong presence in a new market. The partnership's success will likely influence whether similar collaborations emerge in other global art capitals.
While no final decision has been made about extending their partnership beyond the original five-year term, discussions between the organizations remain constructive and optimistic. Lee Sung-hoon, president of the Galleries Association of Korea, which organizes Kiaf Seoul, addressed this uncertainty during a joint press conference held in Seoul on Tuesday. He indicated that detailed negotiations are still underway and being carefully reviewed by both parties.
Frieze Seoul Director Patrick Lee expressed enthusiasm about the ongoing relationship, emphasizing the mutual benefits both fairs have experienced. "Kiaf has a long history in Seoul, and obviously, we are beneficiaries of that. I think the relationship has been very positive, symbiotic," Lee stated. He also highlighted the strong support they have received from government officials and various citywide cultural initiatives, noting that "We're a great anchor for that."
Both art fairs will return to their established venue at COEX in southern Seoul, with simultaneous openings scheduled for September 3. Visitors can purchase a joint ticket that provides access to both events, with preview passes priced at 250,000 won ($185) and general admission tickets available for 80,000 won. This pricing structure reflects the fairs' commitment to making art accessible to a broader audience while maintaining exclusivity for serious collectors.
The fourth edition of Frieze Seoul promises to be particularly impressive, bringing together more than 120 galleries representing 28 different countries. Notably, over one-third of the participating galleries operate physical spaces within Korea, demonstrating the growing strength of the local art scene and international confidence in the Korean market.
Several prestigious galleries will showcase diverse artistic offerings that span generations and geographic boundaries. Kukje Gallery plans to highlight the breadth of Korean creativity across different eras, featuring works from monochrome dansaekhwa masters alongside visionary female artists such as Kim Yun-shin and Jang Pa. The gallery will also present voices from the Korean diaspora, including contemporary artists Lotus L. Kang and Gala Porras-Kim, reflecting the global reach of Korean artistic influence.
Blue-chip dealer Pace Gallery will focus on exploring the rich histories of global abstraction, anchoring their presentation with works by New York-based artist Adolph Gottlieb and Korean master Yoo Young-kuk. This cross-cultural dialogue represents the kind of international artistic conversation that Frieze Seoul aims to facilitate. Meanwhile, Shanghai-based Antenna Space will collaborate with Commonwealth and Council from Los Angeles to illuminate their impressive roster, which includes rising Korean art star Lee Mire.
Many artists featured in gallery booths will simultaneously be the subjects of institutional exhibitions and special presentations throughout Seoul, creating a city-wide celebration of contemporary art. Notable examples include Hauser & Wirth's presentation of Mark Bradford, whose exhibition "Keep Walking" is currently on display at the Amorepacific Museum of Art. Gagosian will feature Takashi Murakami at APMA Cabinet, while Antony Gormley will unveil his first solo project in the city through collaborations with both White Cube and Thaddaeus Ropac galleries.
Frieze Seoul will also reintroduce two popular feature sections that have become highlights of previous editions. Focus Asia will showcase 10 groundbreaking artists through emerging galleries from across the region, providing a platform for discovering new talent and artistic movements. Frieze Masters, this year's second featured section, will be devoted to postwar and modern art from Asia and beyond, including a particularly noteworthy presentation by Hakgojae Gallery of nine Korean painters who engage with the spiritual legacy of the 18th-century moon jar tradition.
A significant new addition to this year's fair week is the debut of Frieze House Seoul, a permanent year-round gallery space modeled after the successful No. 9 Cork Street initiative that Frieze operates in London. This new venue will open with its inaugural exhibition titled "UnHouse," curated by Kim Jae-seok, which reimagines concepts of home and belonging through queer perspectives, demonstrating the fair's commitment to supporting diverse voices and contemporary social dialogue.
Simultaneously, the 24th iteration of Kiaf Seoul, South Korea's longest-running homegrown contemporary art fair, is preparing to welcome 175 exhibitors from around the world. For the first time in its history, the event will unfold under a unifying theme called "Resonance," marking a strategic shift in the fair's approach and philosophy.
Lee Sung-hoon explained this new direction, stating, "Kiaf has reached a stage where sheer quantitative growth is no longer our priority. Now is the time to refine our quality and grow in step with other players in the art ecosystem, including artists and local communities." This philosophical shift is reflected in practical changes, including a reduction in participating galleries from 206 last year to the current 175, prioritizing quality over quantity.
The Kiaf Seoul president outlined the fair's distinct mission and future direction, emphasizing its unique role in the global art landscape. "What Kiaf must do is what Frieze cannot: to rediscover and reappraise Korean modern and contemporary art and to introduce it to the global market. That's the direction we aim to pursue," Lee explained. This positioning reflects a growing confidence in Korean art's global potential and the fair's role as a cultural ambassador.
As both fairs prepare for their September openings, they represent more than just commercial ventures – they symbolize Seoul's emergence as a major player in the international art world. Despite the challenges posed by fluctuating market conditions and global uncertainty, the commitment of both organizations to continue their collaboration and invest in Korea's cultural future demonstrates remarkable optimism and strategic vision for the region's artistic development.
