Frieze Seoul Launches, Elevating Korea’s Global Position

September 2022 marked a watershed in Korea’s cultural history: the launch of Frieze Seoul, the first Asian edition of the globally renowned art fair. Held at COEX alongside KIAF (Korea International Art Fair), Frieze Seoul brought together over 110 blue-chip galleries and drew thousands of international collectors. The fair did more than stage exhibitions; it repositioned Seoul as a global node in the art world.

Frieze’s decision to enter Seoul was itself a validation of the market’s maturity. Korean collectors had already established themselves as important buyers at global fairs, from Basel to London. By bringing Frieze to Seoul, the fair acknowledged that the Korean market could support the same caliber of sales and institutional engagement as more established hubs.

The event transformed perceptions. Local galleries were challenged to meet global standards, from booth presentations to collector relations. Young artists gained unprecedented visibility as international curators and buyers scouted their work. The collaboration with KIAF created a cultural summit week in Seoul, anchoring the city firmly in the global art calendar.

Economically, the fair catalyzed spending beyond the art market—hotels, restaurants, and luxury retail all benefited from the influx of international visitors. Culturally, it offered Korean audiences exposure to works that previously required travel abroad, enriching the domestic art scene.

The arrival of Frieze Seoul underscored Korea’s growing soft power. It demonstrated that the country was not only exporting culture but also attracting global cultural capital inward. This dual flow—outward through K-drama, K-pop, and fashion, and inward through global fairs—cemented Korea’s role as a cultural crossroads.