25-Year-Old Kiaf Shares Final Roof with Frieze: "Cooperation Over Independence"

5th Joint Event at COEX in September:
Kiaf to Feature 175 Galleries, Frieze to Welcome Over 130 Galleries

Next Year, Kiaf Remains at COEX,
Frieze Relocates to DDP; Integrated Tickets and Cooperation Continue

Jung Woo Jung as First Creative Director:
AI and Human 'Coexistence' Reshapes Space and Content

"The association's stance is that it is right to maintain our cooperative relationship."

Sung-Hoon Lee, President of the Korean Gallery Association, is answering questions related to Kiaf during a joint press conference for "Kiaf Seoul" and "Frieze Seoul" held at the Westin Chosun Hotel in Jung-gu, Seoul, on the 19th.

On August 19, at the Westin Josun Seoul in Jung-gu, Seoul, a joint press conference was held for 'Kiaf Seoul·Frieze Seoul 2026.' This was the response from Sung Hoon Lee, President of the Korea Art Gallery Association, to a question about Kiaf's potential for 'independent action.' Since 2022, Kiaf and Frieze have been jointly held at COEX in Seoul, and this year marks their fifth and final joint hosting at the same venue. Starting next year, their locations will separate, with Kiaf remaining at COEX and Frieze moving to the Dongdaemun Design Plaza (DDP). The two events will sign a memorandum of understanding (MOU) for the next two years for cooperation and joint development, and will continue to offer integrated tickets.

President Lee stated, "We have also considered those ideas, given that the events will be held at different venues next year," but emphasized that, for now, the association is leaning toward continuing cooperation with Frieze. Patrick Lee, Director of Frieze Seoul, also explained the move to DDP, noting that continuing the event in Seoul was considered important. He added that when choosing DDP, they considered factors such as the scale of the event and accessibility.

Visitors are touring the exhibition at "Kiaf SEOUL 2025" held at COEX in Gangnam-gu, Seoul. Photo by Yonhap News

This year's press conference not only discussed the future relationship between the two art fairs but also addressed the challenges facing the stagnant art market. Director Lee assessed the Korean art market positively, emphasizing that overseas galleries participating in Frieze do not visit Seoul solely for art sales. He pointed out that Seoul has value as a place to meet collectors and visitors, and to build connections with the Asia-Pacific art community. This year, Frieze Seoul will host more than 125 galleries from 30 countries. On-site, Frieze representatives explained that the number of galleries would reach around 130. Over 70% of participating galleries are based in the Asia-Pacific region.

This year marks the 25th anniversary of Kiaf, and the fair has focused less on outward expansion and more on redefining its identity. For the first time, a creative director system was introduced, appointing designer Jung Woo Jung to oversee branding, spatial design, and the planning of special exhibitions. This year’s Kiaf, held at COEX from September 2 to 6, will feature 175 galleries from 18 countries—127 from Korea and 48 from overseas.

"'Coexistence' seemed like such a common word that I hesitated to use it."

Designer Jung Kooho is giving a greeting related to his appointment as Creative Director of KIAF Seoul at the joint press conference of "KIAF Seoul" and "Frieze Seoul" held on the 19th at the Westin Chosun Hotel in Jung-gu, Seoul. Photo by Yonhap News.

Creative Director Jung introduced this year's Kiaf theme, 'Coexistence,' with those words. In a time when attention is drawn to AI and digital technology, the aim is to shift the focus back to human senses and essence rather than the technology itself. He stated that he intends to explore the relationship between analog and digital, humans and machines, throughout the entire fair. The traditional flow of viewing artworks in succession was also changed. Rest areas will be installed throughout the exhibition hall, allowing visitors to stay and experience Kiaf’s unique character, with local artists and designers given prominence.

This is embodied by two special exhibitions: 'HUMAL' and 'VIRTUAL VITAL.' HUMAL, a blend of 'Human' and 'Animal,' explores the body, instincts, and senses in an era where AI and algorithms are part of everyday life. The exhibition features seven artists: Kang Geon, Kwak Jisoo, Seong Byunghee, Oh Hyungkeun, Lee Donguk, Lee Hwankwon, and Hwang Suyeon. VIRTUAL VITAL expands exhibition artworks into three-dimensional digital spaces using augmented reality (AR). Visitors can use QR codes to simultaneously view both real-world artworks and virtual images.

At a joint press conference for "KIAF Seoul" and "Frieze Seoul" held on the 19th at the Westin Chosun Hotel in Jung-gu, Seoul, officials are participating in a Q&A session. From right to left: Patrick Lee, Director of Frieze Seoul; Seonghoon Lee, Chairman of the Korean Art Dealers Association; Hyojung Kim, Vice Chairman of the Korean Art Dealers Association. Photo by Yonhap News.

Programming outside the fairgrounds has also increased. In partnership with the Seoul Metropolitan Government, media art will be showcased from September 1 to 19 at eight locations around Gwanghwamun. On September 4, the 'Kiaf Classic' concert, featuring pianist Cho Seong Jin, will take place at the COEX Auditorium. Frieze is also introducing new sections this year—'Material Practice' and 'Spotlight'—and will be holding films, performances, and talk sessions throughout Seoul.

Since Frieze entered the Seoul market, Kiaf has repeatedly faced the same questions: How long will the benefits of standing alongside a global art fair last, and will Kiaf someday be able to establish itself as an independent brand? While this year’s Kiaf, under the direction of Jung Woo Jung, is expanding its own content, the two fairs will, for the first time next year, welcome visitors to different venues. Whether the synergy built over the past five years in a single location at COEX will continue once the venues separate is the key variable for next year's joint event.

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