Frieze Seoul: A New Beacon in the Asian Art Scene

Frieze Seoul is back for its fourth edition from 3 to 6 September, running alongside KIAF, South Korea’s leading art fair. With a primary focus on contemporary art, the fair features over 120 galleries from more than 30 countries, including 9 galleries from Hong Kong.

Launched in 2022 by the team behind the prestigious art fairs Frieze London, Frieze Masters, Frieze New York and Frieze Los Angeles, the fair’s creation marked a significant milestone in the evolution of art fairs in Asia, rooted in the recognition of Asia as a vital hub for contemporary art. As the Frieze brand expanded internationally, its creators saw the potential to tap into the burgeoning art scene in Seoul, a city known for its dynamic blend of tradition and innovation.

In just four years, Frieze Seoul has quickly grown in stature, attracting prominent galleries from around the world. The inaugural event featured over 100 exhibitors, showcasing a range of works from established names to emerging talents. The fair’s commitment to inclusivity has been evident from the start, through talks, performances and curated exhibitions highlighting the unique perspectives of Asian artists.

The fair also benefited from Seoul’s robust cultural infrastructure. With institutions like the Leeum, Samsung Museum of Art and the National Museum of Modern and Contemporary Art, Seoul offers a rich backdrop that complements the fair’s ambitious vision. Collaborations with local institutions further enhanced Frieze Seoul’s profile, providing a platform for dialogue and exchange.

The fair has carved out a distinctive niche in the global art fair landscape, setting itself apart from other major art fairs, rapidly establishing itself as a key player in the global art market.

While other fairs like Art Basel Hong Kong or Art Taipei may also spotlight local artists but often maintain a more international focus in their programming, Frieze Seoul emphasises local culture and art history, fostering a dialogue between global and local artistic practices. The fair seeks to elevate the profiles of South Korean and Asian artists on the world stage. Known for its high-quality curation, the fair showcases a diverse range of contemporary artworks, focusing on Asian narratives which provides a unique lens.

The fair also actively engages local communities and encourages participation from diverse audiences. It seeks to create a welcoming environment for both seasoned collectors and newcomers to the art world, while other fairs focus primarily on high-profile collectors and industry professionals, potentially alienating casual visitors and art enthusiasts.

At COEX again, in the heart of Gangnam, the fair is divided into three sections: the main Galleries section; Focus Asia, featuring presentations of emerging artists; and Frieze Masters, offering work dating from the Middle Ages to the twentieth century.

Collateral events will also spread throughout the city. The Frieze Week programme will see the city come alive with four evenings of Neighbourhood Nights, featuring late gallery openings and Frieze LIVE performances in the city’s most happening districts. This year, don’t miss the chance to discover rising stars of the Korean art scene, such as this year’s Frieze Artist Award winner Im Youngzoo, as well as centuries of historial art in dialogue with some of the world’s most vital contemporary practice, like renowned kinetic sculptor Yunchul Kim and emerging video artist Sojung Jun in a video for Now & Next.

Hong Kong’s presence will be strongly felt this year with no fewer than 9 galleries exhibiting at the fair: 10 Chancery Lane, Blindspot Gallery, Massimo De Carlo, Gagosian, Hauser & Wirth, Pace Gallery, DE SARTHE, White Cube and David Zwirner.

And if you can’t attend, you can browse the Frieze Viewing Room!