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For those who’ve attended Seoul’s art week since Frieze arrived in 2021, the contrast this year was unmistakable. The chaotic entrance lines at Kiaf SEOUL and the overcrowded aisles of last year’s Frieze are gone. Attendance feels lighter, and the booths more subdued, though major brands like Adidas, BMW, Ruinart and American Express still held prime positions at the entrance—a clear indication that the fair’s popularity is now firmly rooted in Korean society four years after its debut.
At the opening of Frieze Seoul on Wednesday, September 3, the mood was distinctly more muted and contained—a reflection of the art world adjusting to a new chapter in South Korea’s post-boom market. Slightly more lively in the afternoon was the historical Korean fair Kiaf, where collectors remain loyal to longstanding traditions and their local dealers.
Blue-chip gallerists like Larry Gagosian and Emmanuel Perrotin skipped the trip this year, leaving their booths staffed solely by regional teams during the preview—a stark contrast to previous editions, when they flew in with much of their global staff. When gallery owners or lead partners from spaces focused on Korean artists, such as Gladstone and Mennour, did attend, it signaled that international galleries have already recognized the need to tailor their offerings to a local audience attuned to the market’s slower collecting pace and shifting attitude.
While Korean collectors remain engaged with the international art circuit, this has undeniably been a turbulent year for the country. With President Yoon Suk-yeol ousted after attempting to declare martial law and an economy still reeling from the effects of U.S. tariffs, Korean collectors are understandably more cautious in their buying.
Private buyers and institutions remain active, but spending habits have shifted, as Observer gathered from early press preview conversations. The once-rampant appetite for ultra-contemporary works has given way to a more measured approach, focusing on institutional-grade pieces and blue-chip artists. Speaking with resigned pragmatism, dealers noted that this trend extends beyond South Korea, echoing across Asia and the global market.
So what’s the new mantra for galleries? Cultivate your own relationships in the place you show. Those who have spent years building ties in South Korea can still make it work, as can local players. But for newcomers, entering the market now may feel like they’re arriving just as the music stopped.
That was not the case for the dynamic Los Angeles gallery Make Room, which marked its first appearance in Frieze Seoul’s main section with a shared booth alongside Apalazzo and a celebrity-filled dinner party steeped in a witchy atmosphere. Between drinks and bites of Korean fried chicken, K-pop and K-drama stars made appearances that set social media alight—including SUHO from EXO, actor Lomon Park, Tony Hong and members of the girl group Lovelyz.
Park Seo-Bo, a foundational figure in postwar Korean abstraction and the father of Dansaekhwa, was one of the names resonating most strongly at Kiaf and Frieze this year, following his recent passing. At Frieze, LG OLED honored his legacy in collaboration with the artist’s foundation, dedicating an entire booth to rarely seen later Écriture paintings from the estate, paired with ultra high-resolution video works that captured the textures in striking detail. The sharp contrast between the digital reinterpretations on screen and the tactile surfaces of the paintings underscored how, in his later years, Seo-Bo was already reflecting on the role of painting in a world saturated by screens and shaped by emerging digital realms that influence perception and aesthetics. As he once described it, standing on a “cliff edge” in the early 2000s, Seo-Bo confronted the question of how painting could evolve as the boundaries between different worlds began to blur.
Dynamic lower tiers and Focus Asia offer opportunities for discovery
Noteworthy results at both Frieze and Kiaf weren’t limited to the highest price points. Lindseed from Shanghai quickly sold out works by Chinese-born, Paris-based visionary Fu Liang at the Focus Asia sector, with prices ranging from $6,500 to $34,000. Similarly, Hong Kong-based gallery Kiang Malingue, which recently opened a space in New York, nearly sold out its solo booth of work by Taiwanese talent Tseng Chien Ying, priced between $15,000 and $25,000—a current sweet spot for collectors.
Returning to Seoul from Ho Chi Minh City, Vietnam’s leading contemporary gallery, Galerie Quynh, took a bold step with a solo presentation in the main section, showcasing the layered work of Lien Truong, a Vietnamese-born artist based in North Carolina. Her intricate canvases—exploring the intersection of body, identity and environment through the lens of diasporic trauma and societal pressure—drew early interest from collectors.
Seoul gallery Cylinder made a striking debut in the main section, securing multiple sales, including a work by Jennifer Carvalho ($9,000), three works by Sunwon Chan ($2,500-4,800), two works by Eunsil Lee ($12,000 and $5,000) and two works by Jongwhan Lee ($2,200 and $5,000). Next for the fast-growing gallery is its debut at Frieze London with a solo booth by Rim Park.
Equally successful, the young and dynamic Seoul gallery G Gallery sold six works by Choi Yoonhee on the first day ($2,400-19,000), a work by Moon Isaac for $12,000 and a piece by Cindy Ji Hye Kim for $10,000.
Another first-time exhibitor in Focus Asia was Shanghai- and Beijing-based Hive Contemporary, which showcased emerging names including Yuan Fang, Xia Yu, Zhang Mingxuang and Tan Yongqing, drawing a strong response: by evening, the gallery had sold 18 paintings and one sculpture priced between $20,000 and $100,000.
Despite this year’s reduced footprint—and tucked into a narrow corridor wedged between the main booths—the Focus Asia section at Frieze offered some of the most compelling opportunities for regional discoveries inside the COEX.
Jakarta-based gallery Kohesi Initiatives presented Indonesian filmmaker and multimedia artist Timoteus Anggawan Kusno, whose work revisits censored narratives from 1960s films to explore liminality and historical erasure, examining the blurred lines between fact and fiction. Rooted in post-colonial and post-dictatorship Indonesia, Kusno’s practice reflects the country’s ongoing unrest and protests, shaped by the long-term consequences of the very issues his work confronts.
Tokyo-based PARCEL is presenting the multilayered practice of Side Core, a Japanese collective that critiques forced urbanization and restless public development through thoughtful multimedia guerrilla interventions. The works on view confront contradictions in public funding for the Tokyo Olympics and the broader paradoxes of Japan’s rapid urban expansion. Among them, the Rode Work series—launched in 2017 in Ishinomaki, Miyagi Prefecture—juxtaposes post-disaster reconstruction landscapes with the repetitive motions of skateboarding, highlighting the enduring bond between land and people. In the film, flashing lights and hazard signs guide drivers to a skate park built on a damaged industrial site, where skaters in high-visibility jerseys grind a half-pipe—subtly revealing how grassroots creativity can emerge from destruction and corruption.
Another standout in the section is PTT Space, presenting the sharp satire of Taiwanese American artist Christine Tien Wang, who explores millennial diaspora anxieties and the recent volatility of the bitcoin bubble through one of the most diffuse yet persistent forms of contemporary ephemera: memes. Her Tiger series addresses diasporic anxiety and societal mobility within Asian communities, while her Bitcoin series critiques the NFT apocalypse and the fleeting nature of digital culture, transforming the disposable aesthetics of memes into what the artist calls “historical paintings,” reflective of our time and its contradictions. Working at the intersection of institutional critique, politics and popular culture, Tien Wang is gaining international recognition, with acquisitions by LACMA and exhibitions at both Night Gallery and Naxos Draxler.
Korean and international galleries stake a claim on Kiaf’s first-day buzz
When comparing Kiaf with Frieze, several Korean dealers appeared to place even more emphasis on their presentations, spotlighting the top names in their rosters. On the lower level of the historic Korean fair, Kukje Gallery reported a complete sell-out of Ugo Rondinone’s work (the artist also has a show at Gladstone this week), along with an iconic green Kapoor piece (£550,000-660,000) and a later work by Park Seo-Bo ($250,000-300,000). Known as a leading gallery for Korean art, Johyun Gallery made a strong showing with artists like Lee Bae and Park Seo-Bo, reporting early sales directly from the floor. Blue-chip names also anchored Gana Art’s presentation, which included works by Alex Katz, Chiharu Shiota and Yayoi Kusama.
Seoul-based EM Gallery drew attention with Moonassi, the Korean artist recognized for his black-and-white existential compositions. The gallery sold out pieces priced between $20,000 and $32,000—Moonassi’s works have remained in high demand since his last presentation, often with waiting lists.
The oldest work on view at Kiaf this year was a painting by Palma Il Vecchio, dated 1525-1528, presented by Die Galerie alongside drawings and sculptures by Marino Marini and works on paper and lithographs by Picasso. The historic canvas drew attention on the floor with a price tag of €750,000, standing out amid the fair’s modern and contemporary offerings. Long part of the gallery owner’s personal collection, the masterpiece was originally acquired from a nobleman in Hungary, and now everyone’s wondering whether it will find a new home this edition.
In general, however, a pop aesthetic and lower price points seemed to be the winning formula for maintaining Kiaf’s floral energy on the first day. Gallery Delaive reported early sales of several works by Ayako Rokkaku, priced between €50,000 and €200,000.
Among the standout presentations of new names, Space Willing N Dealing showcased quietly contemplative scenes of human interaction and exchange, all priced between $2,500 and $3,500. Busan-based gallery Nara Cho Busan presented Anomalisa, an exploration of love and entanglement through thread, with works priced at $7,800-12,000. Intimacy and suspended atmospheres—rendered through soft, delicate paint—also defined the work of Japanese painter Shimpei Yoshida, shown by Shibuya-based Hide Gallery. Thanks to very accessible pricing under $1,500, several pieces had sold or were on hold by day’s end.
KORNFELD, participating in its fifth Kiaf, also reported a strong start. Works by Korean artists Wonhae Hwang and Seong Joon Hong found new collectors on day one, totaling €10,000, while a major piece by Etsu Egami sold within the first hour to a new Korean collector for €22,000. “After participating at Kiaf for more than five years, we are very pleased with the successful start of this edition and the positive response from collectors and institutions,” gallery owner Alfred Kornfeld told Observer.
Returning to Kiaf with a strong grasp of the rhythm and habits of Korean collectors, the Milan-based Cassina Project had a particularly promising first day—even with just one confirmed sale. “We had good conversations. From our experience in past years, the following days are usually more intense—clients who show interest often return, and the final days are when deals close,” Irene Cassina told Observer.
Among the additional sales reported by dealers at Kiaf by the start of the second day, Gallery Palzo sold Byeong Hyeon Jeong’s Ambiguous Inclination 25008 for $5,250 and two works by Lee Daecheon—Berg, Wasser (산, 수) for $3,000 and Gardener for $450—along with two paintings by Haru. K, each sold for $675. Galerie PICI placed two works by Dukhee Kim: Gold Desire-Bag for $4,000 and Keep Going (pump) for $2,000. SAN Gallery sold Jenkun Yeh’s Back and Forth I for $2,085 and Huihsuan Hsu’s Chasing a Lush Cave for $1,875. SH Art reported a complete sell-out of works by Backside—a street artist from Fukuoka, Japan, whose true identity remains anonymous—including VIVA, PINEAPPLE, SMILE, VINYL and QUIET, each priced at $17,250.
Frieze and Kiaf SEOUL continue through Sunday, September 7, at the COEX Center.
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Elisa Carollo
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