Art World Converges on Seoul: 300 Galleries Gather at KIAF and Frieze

KIAF Features 175 Galleries from 18 Countries; Frieze Hosts 125+ Galleries from 30 Countries
This Year Marks the End of Five Years of Joint Hosting at COEX... Frieze Moves to DDP Next Year
Art Sales and Independent Branding Put to the Test amid Market Downturn

South Korea's largest art fair, 'KIAF Seoul,' and the world-renowned art fair 'Frieze Seoul' will both kick off on September 2 at COEX in Seoul. The 'COEX co-hosting' of these two fairs, which began in 2022, will come to an end this year.

Visitors viewing Takashi Murakami's large-scale work "A Picture of the Blessed Lion Who Nestles with the Secrets of Death and Life" exhibited at the Gagosian booth at Frieze Seoul 2025 in September 2025. Frieze

According to the Galleries Association of Korea and Frieze on September 1, 'KIAF Seoul 2026' and 'Frieze Seoul 2026' will be jointly held at COEX from September 2 to 6. Starting next year, KIAF will remain at COEX, while Frieze will move to Dongdaemun Design Plaza (DDP). However, the two events have agreed to sign a memorandum of understanding (MOU) for cooperation and joint development over the next two years, and will continue to offer a unified admission ticket.

This year marks the 25th anniversary of KIAF, with participation from 175 galleries across 18 countries—127 domestic galleries and 48 international ones. Rather than expanding the scale of the fair, KIAF chose to focus on strengthening its unique identity. For the first time, it has introduced a creative director system, entrusting designer Jung Kuho with branding, spatial design, and special exhibition planning.

The theme for this year is 'Coexistence.' The aim is to reexamine human senses and essence in an age increasingly concerned with artificial intelligence (AI) and digital technologies. The fair explores the relationship between analog and digital, as well as between humans and machines, throughout its programs. It also brings changes to the traditional visitor flow that involves seeing artworks in succession. Rest areas are strategically placed around the venue so visitors can linger, and the event plans to highlight its unique identity by featuring domestic artists and designers.

The signature special exhibitions are 'HUMAL' and 'VIRTUAL VITAL.' 'HUMAL' is a combination of 'Human' and 'Animal,' shedding light on the body, instinct, and senses in an era where AI and algorithms are deeply embedded in daily life. Seven artists—Kang Gun, Kwak Jisoo, Sung Byunghi, Oh Hyeongkeun, Lee Dongwook, Lee Hwankwon, and Hwang Suyeon—will participate in this exhibition.

'VIRTUAL VITAL' is an exhibition that uses augmented reality (AR) to expand artworks in the venue into three-dimensional digital spaces. Visitors can enjoy both the actual artworks and virtual images by scanning QR codes.

The program outside the main venue has also been expanded. Partnering with the Seoul Metropolitan Government, KIAF will present media art at eight locations around Gwanghwamun until September 19. On September 4, the 'KIAF Classic' event, featuring pianist Cho Seongjin, will be held at the COEX Auditorium.

Frieze Seoul will feature participation from more than 125 galleries from 30 countries, with over 70% of the galleries based in the Asia-Pacific region. New sections are being introduced this year, including 'Material Practice' and 'Spotlight,' and a range of film screenings, performances, and talk programs will be held at various locations across Seoul.

With the art market in a slump, there is heightened interest in both art sales and visitor attendance figures. The organizers of Frieze stated that overseas galleries highly value Seoul for not only art sales but also for networking with collectors and visitors, and for expanding relationships within the Asia-Pacific art community.

Since Frieze's entry into Seoul, questions have followed KIAF about whether it can establish itself as an independent brand beyond the advantages of holding a joint fair with a global event. This year, as KIAF moves to bolster its own content, the two fairs will greet visitors at different venues for the first time next year. Whether the synergy achieved by sharing a single space over the past five years can continue after the split will be a key variable in their ongoing cooperation.

Lee Seonghun, president of the Galleries Association of Korea, said, "We hope that KIAF and Frieze will once again successfully hold their events this year, and that this will serve as an opportunity for Seoul to take another step forward as the hub of the Asian art market."

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