For Five Days, Seoul Becomes the Hub of the Art Market... Top Global Galleries Gather at Kiaf and Frieze

From Damien Hirst to Kim Whanki, Yoo Youngkuk, and Park Seobo: Korean and International Masters Gather in One Place
Final Year for Joint COEX Edition; Next Year, Frieze Moves to DDP and Kiaf Remains at COEX
Global Galleries Descend on Seoul Amid

For five days, the center of gravity in Seoul will shift to art. Works by major artists from both Korea and abroad—including Damien Hirst, Kim Whanki, Yoo Youngkuk, and Park Seo-bo—have gathered at COEX. A total of 308 galleries from around the world are participating in Kiaf Seoul and Frieze Seoul, which both opened on September 2. This joint hosting marks the fifth such event since the launch of Frieze Seoul in 2022, and it is the last time both events will be held side by side in the same COEX building.

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

The landscape will change starting next year. Due to the renovation of COEX, Frieze Seoul will move to the Dongdaemun Design Plaza (DDP), while Kiaf will remain at COEX. However, this does not mean the two fairs are parting ways. Kiaf and Frieze initially agreed to co-host for five years from 2022, but last year they extended their partnership through 2031. Even after they split venues, they will continue collaboration through joint programming, promotional initiatives, and integrated ticketing.

This year’s fifth edition of Frieze Seoul sees the return of the world’s leading galleries—including Gagosian, Hauser & Wirth, David Zwirner, Pace Gallery, White Cube, Lehmann Maupin, and Thaddaeus Ropac—to the city’s art scene. Korean galleries such as Kukje Gallery, Gallery Hyundai, Gana Art, Hakgojae, PKM Gallery, and Johyun Gallery are also featuring their booths.

Gagosian is presenting a solo booth for British contemporary artist Damien Hirst, featuring major series such as the “Pharmacy Cabinet,” “Spin Painting,” “Spot Painting,” and “Treasures.” Hauser & Wirth is showcasing new gold-leaf work “PROFORMA (2026)” by Jenny Holzer alongside works by Louise Bourgeois and Lee Lozano. Pace Gallery is introducing “Walk” (1989) by Yoo Youngkuk, who is currently the subject of a retrospective at the Seoul Museum of Art, as well as new glass installations by James Turrell and previously unseen works by Anicka Yi.

KIAF Seoul Jung Guho, Creative Director, Yonhap News Agency

This year, Frieze has expanded its sections. The newly established “Spotlight” shines a light on 15 relatively lesser-known 20th-century artists from beyond the Western-centric art history, including Korean artists Han Youngsoo, Kwak Hoon, Kim Jungmyoung, Suk Nanhee, Hwang Kyutae, and Son Sangki. “Material Practice” explores the boundaries of contemporary art, design, and craft through materials such as ceramics, textiles, glass, metal, wood, and hanji. The “Focus” section, centered on emerging galleries, is expanding its scope beyond Asia for the first time, presenting 16 solo shows from around the world.

This year marks the 25th anniversary of Kiaf, which is undergoing a transformation under the theme of “Coexistence.” Out of 175 participating galleries, 127 are from South Korea and 48 from overseas, with 20 galleries participating in Kiaf for the first time. Major domestic galleries—including Gallery Hyundai, Kukje Gallery, Gana Art, Sun Gallery, Hakgojae, and Arario Gallery—as well as overseas galleries are opening booths.

In particular, designer Jung Kuho was brought on as the first creative director, overseeing the entire visitor experience from branding to spatial design and special exhibitions. The themed exhibition “HUMAL” raises questions about the significance of the human body, senses, and vitality in an age when artificial intelligence (AI) and algorithms are transforming human life. “Virtual Vital,” an augmented reality extension of the theme; “Kiaf Plus,” which introduces emerging galleries and artists; “Kiaf Highlights,” supporting artists recommended by participating galleries; and “Kiaf Portrait”—featuring video features on the artistic worlds of Park Seo-bo and Kim Chang-yeul—are also on offer.

Domestic galleries are highlighting their leading artists. Gallery Hyundai is presenting works by major Korean modern artists—Kim Whanki, Lee Ufan, Chung Sanghwa, and Lee Kangso—as well as by Kim Minjung and Kim Bohui. Kukje Gallery is focusing on new works by Jean-Michel Othoniel. Hakgojae is showcasing a wide range of generations, from established artists Kang Yo-bae and Park Youngha to younger talents like Park Gwangsu and Ji Geunwook, and actor Ha Jungwoo’s paintings are also being exhibited.

On the 4th, during the Kiaf Seoul period, 'Kiaf Classic' featuring pianist Seongjin Cho will also be held at the COEX Auditorium.

The enthusiasm for art is spreading throughout Seoul, beyond COEX. During Frieze Week, major art institutions such as the Leeum Museum of Art, SongEun, and the Art Sonje Center are hosting exhibitions and performances, while districts like Euljiro, Hannam, Cheongdam, and Samcheong are holding “Neighborhood Night,” with galleries staying open late into the night. Other events include “The Find Seoul,” a treasure hunt in which visitors search for 16,000 coins hidden around the city by British artist Ryan Gander, a video program in conjunction with the Busan Biennale, and Frieze Music. Kiaf will also feature a media art project in the Gwanghwamun area and, on September 4, “Kiaf Classic” with pianist Seongjin Cho at the COEX Auditorium.

Frieze Seoul runs until September 5, and Kiaf Seoul until September 6. September 2 is reserved for a VIP preview by invitation only, while the general public may enter starting at 3 p.m. on September 3. This year, both fairs will again offer integrated tickets. A standard morning pass is priced at 90,000 won, an afternoon pass at 70,000 won, and the preview ticket at 250,000 won.

Ultimately, the focus turns to sales. In the prolonged slump in the art market, last year approximately 82,000 visitors attended Kiaf and around 70,000 visited Frieze Seoul, with some transactions at Frieze reaching several billion won. This year, as top-tier galleries and high-value works gather in Seoul again, the real question is whether actual sales will match the high attendance. The final “report card” for Kiaf and Frieze held together at COEX will likely depend on how many works are actually sold.

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