Frieze Seoul and Kiaf Seoul 2025: ArtScope Advisory's Guide

Every September, Seoul transforms into one of Asia's most dynamic art destinations during what's become known as "Seoul Art Week." Seoul's twin art fairs: Frieze Seoul and Kiaf Seoul run concurrently at the COEX Convention Center, creating an unparalleled opportunity for collectors, curators, and art enthusiasts. While these fairs share the same city and timing, they offer distinctly different experiences and serve unique roles in the global art ecosystem.

As an art advisor, I'm frequently asked about the differences between these two prestigious events. Understanding their distinct characteristics is crucial for anyone planning to navigate Seoul's art scene, whether you're a seasoned collector or an emerging enthusiast.

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Frieze Seoul and Kiaf Seoul: A Quick Overview

Frieze Seoul, on the other hand, is the sophisticated newcomer. Launched in 2022, it represents the Asian expansion of the globally renowned Frieze brand, which has been setting standards in London since 2003. Frieze Seoul brings the prestige and international reach of its parent brand to Asia's rapidly growing art market.

Kiaf Seoul (Korea International Art Fair) is the elder statesman of the pair, founded in 2002 as South Korea's first international art fair. It was created with a clear mission: to promote Korean galleries and artists while connecting Korea's burgeoning art market with the international scene.

Side-by-Side Comparison

Aspect	Frieze Seoul	Kiaf Seoul (Korea International Art Fair)
Founded	2022 (Seoul edition; Frieze founded in London 2003)	2002
Organizer	Frieze (UK-based global art fair brand)	Galleries Association of Korea
Location	COEX Convention Center (Halls C & D), Gangnam	COEX Convention Center (Halls A & B), Gangnam
Exhibitor Profile	International blue-chip galleries, global focus	Majority Korean galleries, mix of international names
Art Focus	Contemporary and modern art, with a global outlook	Traditional, modern, and contemporary Korean art
Special Features	Frieze Masters, Focus Asia, Frieze Live, new Frieze House Seoul (year-round venue for pop-ups and projects)	Kiaf Plus (satellite fair for emerging galleries and new media), strong local programming
Brand Identity	Global, prestigious, trend-setting	National flagship, bridge between Korean and global art markets
Concurrent Operation	Runs alongside Kiaf Seoul with some joint programming and ticketing	Runs alongside Frieze Seoul, retains independent identity
Visitor Experience	High-profile, international collectors and curators	Strong local collector base, growing international presence
2025 Exhibitors	120+ galleries from 30 countries	176 galleries from 20+ countries, 120+ from Korea
Recent Innovations	Launch of Frieze House Seoul, permanent pop-up venue	Kiaf Plus, focus on emerging artists and new media

Understanding the Core Differences

Origins and Mission

The philosophical differences between these fairs stem from their founding purposes. Kiaf Seoul emerged from a specifically Korean need—to create a platform that would elevate local galleries and artists while attracting international attention to Korea's rich artistic heritage. It serves as both a showcase and a bridge, connecting Korea's traditional art forms with contemporary expressions.

Frieze Seoul, conversely, represents a global brand's expansion into one of the world's most promising art markets. It brings with it the established reputation of Frieze London and Frieze New York, along with the expectation of delivering blue-chip galleries and museum-quality presentations.

The Gallery and Artist Landscape

Frieze Seoul is where you'll encounter the heavy hitters of the international art world. Think Gagosian, David Zwirner, and Pace Gallery presenting works by globally recognized artists. The fair's Focus Asia section specifically highlights emerging Asian talent, but within a framework that emphasizes international standards and global market appeal.

Kiaf Seoul offers a broader spectrum, with over two-thirds of its exhibitors being Korean galleries. This creates a unique opportunity to discover Korean artists who might not yet have international representation, alongside established names. The fair serves as a crucial launching pad for Korean artists seeking global recognition.

Collector and Visitor Demographics

The audience composition reveals another key distinction. Frieze Seoul attracts the international jet-set of collectors—those who regularly attend art fairs worldwide and are seeking the next significant acquisition for their collections. The presentations tend to be more polished and market-ready.

Kiaf Seoul maintains a strong foundation of Korean collectors while increasingly attracting international visitors. The atmosphere is often described as more accessible and community-oriented, reflecting its role as Korea's national art fair.

Strategic Advice for Collectors and Visitors

If you're seeking established, blue-chip works with international provenance and market validation, Frieze Seoul should be your primary focus. The presentations are typically museum-quality, and the networking opportunities connect you with the global art elite.

If you're interested in discovering emerging talent or want to understand the depth and diversity of Korean contemporary art, Kiaf Seoul offers unparalleled access. The fair provides opportunities to engage directly with Korean galleries and artists, often at more accessible price points.

For the comprehensive experience, the shared ticketing system allows you to explore both fairs, providing a complete picture of Seoul's position in the global art market.

The Bigger Picture: Seoul as an Art Hub

The coexistence of these two fairs represents something larger than their individual missions. Together, they've established Seoul as a must-visit destination on the international art calendar. The city's unique position—bridging East and West, tradition and innovation—is perfectly embodied in the complementary nature of these events.