Frieze Seoul: The Art Fair Crowning Asia’s Cultural Rise
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eoul, September 2025 – In the heart of Gangnam, COEX once again became the epicenter of global art and luxury. The fourth edition of Frieze Seoul (September 3–6, 2025) brought together more than 120 galleries from nearly 30 countries, reaffirming Seoul’s role as Asia’s vital hub in the global art calendar. With blue-chip dealers, pioneering Asian galleries, and high society converging under one roof, the fair confirmed what insiders already know: Seoul is not just participating in the art world, it is shaping it.
Seoul on the Global Stage
Frieze Seoul has rapidly become an essential meeting point for international collectors, curators, and cultural leaders. In partnership with Kiaf Seoul, and backed by Korea’s Ministry of Culture and Seoul City Hall, the fair has cemented the city’s status alongside London and New York as a must-stop destination. Director Patrick Lee called it “a moment to celebrate both the strength of Korea’s creative community and the meaningful cross-regional dialogues that flourish here”. The fair extended well beyond COEX. Frieze Week transformed Seoul’s neighborhoods – from Euljiro to Hannam and Cheongdam – into a citywide salon of late-night gallery openings, institutional shows, and brand-led soirées. A milestone moment came with the launch of Frieze House Seoul, a permanent space inaugurated with the exhibition UnHouse, curated by Jae Seok Kim, dedicated to queer perspectives of home and identity.
A Dialogue of East and West
The Galleries section saw titans like Gagosian, Hauser & Wirth, David Zwirner, White Cube, and Pace sharing the floor with Korean leaders Kukje Gallery, Gallery Hyundai, and PKM. Highlights included Takashi Murakami’s playful Superflat works at Gagosian, Yayoi Kusama’s pumpkins and Infinity Nets at David Zwirner, and cross-generational presentations at Hauser & Wirth, pairing Louise Bourgeois with Rashid Johnson.
Asian masters held their ground. From Nam June Paik’s pioneering video works to Park Seo-Bo’s Dansaekhwa abstractions, the fair honored Korea’s heritage while spotlighting contemporary voices such as Lee Bul, Zadie Xa, and Haegue Yang . This fusion of tradition and experimentation epitomized Seoul’s growing cultural prestige.
Live, Film, and Music
Frieze Seoul distinguished itself through performance and interdisciplinary programming. Frieze Live, presented with Art Sonje Center, showcased eleven emerging Korean artists exploring queer narratives and gender sensitivity. Highlights included Yagwang’s Raw Proof procession through Dosan Park and Ru Kim’s multimedia installation on collective healing.
At the Seoul Museum of Art, Frieze Film unfolded under the stars, featuring works by Angela Su, Sky Hopinka, and Jane Jin Kaisen – a meditation on the mystical and spiritual dimensions of moving images.
Meanwhile, Frieze Music, powered by BMW, brought contemporary sound to the fair. Korean R&B star Crush headlined alongside rising K-pop duo Baby Don’t Cry and veteran DJs Soulscape and Plastic Kid, turning the art week into a cultural festival.
Artist Award: Im Youngzoo
This year’s Frieze Seoul Artist Award, supported by Bvlgari, was awarded to Im Youngzoo. Her three-channel video installation Calming Signal responded to the theme Future Commons, juxtaposing Earth’s tilted axis with cultural dances to explore collective behavior in uncertain times. The work confirmed her as a vital new voice in Korean contemporary art, bridging science, ritual, and social commentary.
Masters and Focus
Two dedicated sections embodied the fair’s dual identity. Frieze Masters returned with treasures ranging from illuminated manuscripts to postwar modernism, featuring presentations by Gana Art, Hakgojae, and Les Enluminures. Visitors encountered Georges Braque’s post-Cubist canvases, historic Korean moon jars, and avant-garde Japanese Mono-ha works – a dialogue of eras and continents.
In contrast, Focus Asia spotlighted ten solo presentations by rising artists from Seoul, Tokyo, Taipei, and beyond. Experimental and urgent, these works embodied the energy of Asia’s emerging art scene. Supported by Stone Island, which also designed the fair’s staff uniforms, the section underscored how streetwear and contemporary art now converge.
Luxury Partnerships
Frieze Seoul’s identity as a luxury event was amplified by a constellation of partners. LG OLED honored Park Seo-Bo with a digital reinterpretation of his iconic works. American Express offered an exclusive lounge featuring Jae Yong Kim’s vibrant “donut” sculptures. BMW merged automotive prestige with music, while adidas CONFIRMED transformed its platform into an immersive digital art universe. Ruinart and illycaffè added refined touches through artist collaborations, reminding visitors that every moment of the fair was curated.
A Cultural Coronation
Frieze Seoul 2025 confirmed Seoul’s arrival as a global cultural capital. It is both a mirror and a catalyst: reflecting Asia’s rising influence and shaping the tastes of elite collectors. From Kusama’s polka-dotted icons to Im Youngzoo’s experimental vision, the fair demonstrated that Seoul is no longer a satellite of Western art capitals. It is a nexus where tradition, technology, and global discourse meet.
For one week in September, Seoul wore the mantle of art capital with ease and elegance. Frieze Seoul is not simply where East meets West – it is where the future of high culture is being written.
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