While many associate the vibrant art market with top European and North American destinations, Asia is also firmly entering the global art scene. One of the recent establishments in the Asian region is the premier international art fair, Frieze Seoul. The event is organized annually and held at COEX, an expo center in Seoul’s culturally rich Gangnam district. Here are the main details about this novel platform for cultural exchange.

Origins of Frieze Seoul

The Seoul division of the globally known Frieze art fairs, which include Frieze London, Frieze New York, and Frieze Los Angeles, among others, has become a unifying venue for local galleries, artists, collectors, and art enthusiasts who can meet, showcase their creative artwork, exchange ideas, and perform commercial activities. Like other fairs, it has specific sections: the main section with international galleries showcasing contemporary artworks, Frieze Masters with a focus on historical art from antiquity to the 20th century, Focus Asia representing young Asian galleries and emerging talents, Frieze LIVE with performance art programs, and Frieze Film with themed outdoor screenings.

The unique appeal of the Asian division of Frieze is in its focus on cultural synergy. The event is held under the same roof as Kiaf SEOUL, thus giving access to both exhibitions for ticket holders and increasing annual attendance to over 100,000 visitors every year. Second, the fair promotes the legacy of the South Korean Dansaekhwa art movement, which serves as a unique bridge between traditional Asian art and contemporary art trends. The event has obtained a reputation for attracting young collectors, which is achieved by vibrant tech integrations and innovations. Besides, the Frieze team has established partnerships with the South Korean government, which gives it a solid, official position in the country and facilitates its long-term development.

Frieze’s Positioning in the Asian Art Scene

Frieze Seoul was founded in 2022, with 2025 marking its fourth edition only. Yet, it has already won broad fame as an influential art event in the Asian region, carving a unique niche for itself and competing almost on par with the well-established Art Basel Hong Kong. The 2024 edition featured over 110 galleries from 30 countries, signaling the event’s broad scope and ambitious goals in the regional art scene. The timing of the Frieze art fair in Seoul is carefully chosen to coincide with other large-scale art meetings, which increases its visibility to international audiences and amplifies its impact. The 2025 edition of Frieze Seoul will be held on September 3-6.