"Younger City with Many IT Professionals"... Hwarang Art Fair Looks for New Collectors in Suwon

Held at Suwon Convention Center on June 25, with 103 Galleries Participating

Targeting Southern Gyeonggi Province Amid Semiconductor Boom

Lowering the Entry Barrier with Family Passes, Kids, Docent, and Pet-Friendly Programs

"Suwon has a high concentration of IT professionals and a younger demographic compared to Seoul. As a result, there is a relatively higher proportion of mid-range artworks purchased by newcomers to collecting, rather than ultra-high-priced pieces."

2026 Hwarang Art Fair in Suwon Official Poster

At a press conference for the "2026 Hwarang Art Fair in Suwon" held at the Suwon Convention Center on June 9, Lee Sunghoon, President of the Galleries Association of Korea, highlighted these factors as the keys to this year's event. The reason the Hwarang Art Fair chose Suwon again during a downturn in the art market was clear: to find new buyers outside the existing collector markets of Gangnam, Hannam-dong, and Cheongdam-dong in Seoul.

The "2026 Hwarang Art Fair in Suwon," co-hosted by the Galleries Association of Korea and the Suwon Convention Center, will take place from June 25 to 28 on the first floor exhibition hall of the Suwon Convention Center. The event opens with a VIP and press preview on June 25, followed by general admission from June 26 to 28. This year, 103 galleries belonging to the Galleries Association of Korea will participate.

President Lee stated, "With the recent boom in the semiconductor industry, we are excited to host an art fair in Gyeonggi Province, the center of the IT industry," adding, "We expect this will help create an environment where people can experience art more closely." Oh Sujeong, Secretary General of the Galleries Association of Korea, also commented, "The Hwarang Art Fair in Suwon is steadily establishing itself," and noted, "More people in their 30s and 40s are buying paintings instead of luxury goods."

The Hwarang Art Fair in Suwon was first held in 2024 at the Gwanggyo Suwon Convention Center. This year marks its third edition. The organizers describe the Suwon event as a forward-looking art fair targeting younger collectors. Last year, about 4,700 people attended the VIP preview, and approximately 33,000 visitors attended throughout the event. The number of VIP attendees increased by 18% compared to the previous year.

Changyeol Kim, Regression, Canola in Mapo, Oil and acrylic on hemp cloth, 91×116.8cm, 2018. Gallery Focus

This year's exhibits feature both emerging and blue-chip artists. Works by young artists such as Yoon Pilhyun of Keumsan Gallery, Han Choongseok of Gallery Woo, Good Morning Town of Hakgojae, Song Jiyeon of Sun Gallery, Kim Youngjoo of Woong Gallery, and Imokha of Jason Ham will be on display. There will also be works by leading figures in Korean contemporary art, including Lee Ufan, Nam June Paik, Chang-Yeol Kim, and Lee Daewon, as well as international artists such as Damien Hirst, Yoshitomo Nara, Takashi Murakami, and Andy Warhol.

What sets this year apart from last year is the pricing and programs tailored for families. General admission is 20,000 won, while students and Suwon residents pay 15,000 won. A family pass for three, consisting of two adults and one student, is 40,000 won; a family pass for four, with two adults and two students, is 50,000 won. The fair has lowered the barrier to entry to be more of a "family art fair" rather than one just for solo visitors.

Yun Aerl, Fragile 11 (Cut-Out Single Original Print Version), Spray Paint, Digital Collage on Paper. Ihwaik Gallery

The kids, docent, and talk programs are also designed with this in mind. The children's program, "Mirror, Mirror, Show Me the Future!" was organized to commemorate the 50th anniversary of the Galleries Association of Korea. The talk programs will cover global art market trends, art therapy, children's art education, and ways to appreciate contemporary art. The docent programs will be offered under two themes: "Art That Changes Everyday Life" and "The Meeting of Tradition and Modernity."

Programs both inside and outside the venue have been expanded to broaden the audience. The Suwon Cultural Foundation's special exhibition "Sumunjang" will showcase works by 24 local artists under the theme of "Wave." During the event, a wine and music festival will be held in the outdoor area of the Suwon Convention Center, along with pet stroller rentals and a live drawing photo booth for visitors accompanied by dogs.

At the press conference, the association described the Suwon event as "an opportunity to address the regional imbalance of the art market, which is concentrated in Seoul, and to expand the art-appreciating and collector base in southern Gyeonggi Province." The Hwarang Art Fair, launched in 1979 as Korea's first art fair, has expanded its brand by holding a separate event in Suwon since 2024.

President Lee remarked, "This year marks the 50th anniversary of the Galleries Association of Korea," adding, "We hope the Suwon event will allow more citizens to experience art up close and create opportunities for new collectors to emerge."

This content was produced with the assistance of AI translation services.