Introduction

Every September, Seoul becomes a center of Asia’s cultural industries. Leading galleries from around the world, collectors, curators and brand representatives gather in the city, and the entire metropolis begins to move like one vast cultural platform.

Frieze Seoul is a global art fair connecting the Asian and international art worlds. Unlike other Frieze host cities, Seoul’s defining feature is that the fair takes place alongside KIAF Seoul. Global galleries and leading galleries from Korea and across Asia come together in one place, naturally making Seoul the central stage for the Asian art market.

But Frieze Seoul’s appeal extends beyond the exhibition halls of COEX. When Frieze Week begins, exhibitions, opening events, Neighbourhood Nights and brand events unfold across Seoul, from Hannam-dong and Cheongdam-dong to Samcheong-dong and Seongsu-dong. The entire city expands into a cultural festival, showcasing Seoul’s distinctive creative energy.

Seoul is a city where tradition and contemporary culture coexist, and the urban and natural worlds are in harmony. Contemporary art presented by world-class galleries meets Seoul’s distinctive cultural landscape, creating an atmosphere that is hard to experience in other Frieze cities. That is why many remember Frieze Seoul not simply as an art fair, but as a cultural season in which to experience the city of Seoul at its most exciting.

If you visit Seoul during Frieze, rather than rushing to see as many exhibitions as possible, we recommend taking a leisurely walk through the city and experiencing its cultural rhythm along the way. That’s because the true appeal of Frieze Seoul lies not only in the works inside the exhibition halls, but also in the cultural energy that permeates the entire city.