Lotte Chairman Shin Dongbin Visits "Frieze Seoul" ... Chairwoman Chung Yoo-kyung's Daughter Annie Also Attends (Comprehensive)

Siblings Take Separate Business Paths, Speak with One Voice in Art

Chung Yong-jin Oversees Group Partnership; Chung Yoo-kyung Leads Art Management

Shinsegae Strengthens Its Premium Brand Through Frieze

Chung Yoo-kyung’s Daughter Annie

Jung Yongjin, Chairman of Shinsegae Group, and Jung Yookyung, Chairwoman of Shinsegae Inc., will both attend the world-renowned art fair, Frieze Seoul 2026. The presence of the Shinsegae sibling owners—who have each solidified their independent management structures following the group's split—coming together through art is drawing significant attention. In addition, Lotte Group Chairman Shin Dong-bin, Annie (Moon Seyoon), daughter of Chairwoman Jung Yookyung, as well as celebrities such as actress Chae Si-ra and chef Son Jong-won, visited the special exhibition space prepared by Shinsegae. Frieze Seoul is increasingly emerging as a cultural and artistic gathering ground for Shinsegae's owner family and leading figures.

According to industry insiders on September 2, Lotte Group Chairman Shin Dong-bin visited Frieze Seoul, which opened that afternoon at COEX in Gangnam-gu, Seoul. He exchanged greetings with exhibition officials and carefully viewed the artworks. Chairman Shin did not visit the Shinsegae Lounge. He declined to answer questions from reporters about works he was interested in or any purchase plans.

Shin Dongbin, Chairman of Lotte Group, is attending the opening of Frieze Seoul 2026 on the 2nd and appreciating the artworks. Photo by Han Yeju

Chairman Jung Yongjin and Chairwoman Jung Yookyung are also scheduled to visit Frieze Seoul together this afternoon. Their joint appearance is especially meaningful as Shinsegae Group has been promoted to the headline partner of Frieze Seoul for this year. Shinsegae Group will participate as headline partner for five years, from this year until 2030—the first time a Korean retail company has taken this role.

This partnership is known to have been personally overseen by Chairman Jung Yongjin throughout the entire negotiation process. The move aims to secure customers' "time and experience" through cultural and artistic content while expanding the art marketing, previously centered on department stores, into a group-level brand strategy.

The retail industry is focusing on art because it enables them to broaden connections with core customer segments. In particular, Frieze gathers domestic and international galleries, collectors, and high-net-worth individuals. Going beyond simply sponsoring an art event, this content strengthens Shinsegae's premium image and extends the duration and experience of core customers.

Chairwoman Jung Yookyung has led Shinsegae's "art management" strategy. After majoring in graphic design at Rhode Island School of Design (RISD) in the United States, she combined art and fashion to reinforce Shinsegae Department Store's premium positioning. Shinsegae has continued to merge culture and art with its shopping spaces by hosting in-store galleries and art exhibitions.

It is noteworthy that Chairwoman Jung Yookyung has rarely appeared in public. Since her first official appearance at the opening of Daegu Shinsegae in 2016, her public outings have been few. Her attendance at the 2023 "Shinsegae x Frieze VIP Party" was her first official public move in about seven years, at which Chairman Jung Yongjin was also present. Now, three years later, she is making another public appearance at Frieze.

This year, the Shinsegae Lounge, an entirely new space launched by Shinsegae Group, is also capturing attention. As a symbolically significant venue that marks the beginning of Frieze Seoul's headline partnership, the lounge embodies "everyday experiences of art," drawing on Shinsegae Group’s accumulated expertise in space and content planning.

At the Shinsegae Lounge, a special exhibition called "L'Immensité du Quotidien: The Monumental Everyday" is being held, focusing on the works of French artist Paul Cox. The exhibition brings together, for the first time worldwide, 336 of Cox's "Diary" series, documenting his daily evening meditations in opaque watercolor over several years. A representative work of his is displayed as a large-scale image on the lounge exterior.

Annie Jung (Moon Suyun), daughter of Chairwoman Jung Yookyung, was seen visiting the Frieze Seoul Shinsegae Lounge on the 2nd. Photo by Hanyeju

The Shinsegae Lounge has also drawn visits from celebrities since the opening. Annie, daughter of Chairwoman Jung Yookyung, actress Chae Si-ra, and chef Son Jong-won were among the high-profile figures who toured the lounge and explored the exhibitions. Annie's direct visit to the "art management" space, which symbolizes her mother's strategy, also drew attention. Besides her activities as a singer, Annie has broadened her engagement with the public by participating in various fashion and cultural events. Following Chairman Jung Yongjin and Chairwoman Jung Yookyung’s attendance, the presence of a third-generation member at Frieze Seoul is seen as further highlighting Shinsegae’s weight in the cultural and artistic sphere.

An industry source commented, "Although the boundaries between their businesses are being drawn, the two are retaining a common ground under the Shinsegae brand when it comes to the realm of culture and the arts."

Exterior view of Shinsegae Lounge at Frieze Seoul 2026. Photo by Han Yeju

Frieze Seoul is an international art fair organized by the world-renowned art magazine, Frieze, and has been held each year in Seoul since 2022—the first Frieze event in Asia. Now in its fifth edition, the fair continues to attract increasing interest from the business community. As a globally prominent art fair that brings together domestic and international high-net-worth individuals, businesspeople, and gallery directors, it has become a venue for retail, finance, and fashion companies to connect with VIP customers. For companies, supporting culture and the arts not only enhances brand image but also offers the added benefit of attracting customers with high purchasing power.

Meanwhile, Shinsegae Group is approaching a major split between the siblings. The remaining link between them, SSG.com, is expected to be split into grocery and lifestyle divisions, with Emart and Shinsegae, respectively, taking each part. After an extraordinary shareholders' meeting at the end of October and the formal split on December 1, and once both sides resolve their respective shareholdings, the separation of Chairman Jung Yongjin’s Emart Group and Chairwoman Jung Yookyung’s Shinsegae Group will be essentially complete.

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