The twin art fairs Frieze Seoul and Kiaf Seoul are set to open to the public this week, bringing significant attention to South Korea’s capital as a growing hub in the international art scene. Running concurrently at the Coex convention center, Frieze Seoul will feature more than 130 galleries from 30 countries and is scheduled to close on Saturday, while Kiaf Seoul, a domestic fair founded in 2002, will present around 175 predominantly South Korean galleries through Sunday.

Since Frieze’s arrival in Seoul in 2022, the partnership between the two fairs has been credited with expanding Seoul’s presence on the global cultural calendar. Art industry professionals note that the collaboration has not only elevated the fairs themselves but has contributed to a broader, citywide engagement with contemporary art. Rather than being confined to a trade show format within the convention center, the events now anchor a fuller month of programming across the city, attracting collectors, curators, and tourists alike.

This year’s edition benefits from several factors that may heighten international interest, including the concurrent openings of the Busan and Gwangju biennales regional art events located outside Seoul, and the rescheduling of New York’s Armory Show, reducing competition in early September. As a result, observers expect greater numbers of foreign visitors to spend extended time exploring Korea’s art ecosystem.

The integration of South Korea’s wider cultural landscape also plays a vital role. Experts point to the global popularity of Korean pop culture—encompassing K-drama, K-cinema, and K-pop—as providing a backdrop that amplifies attention to the visual arts. The creative director for Kiaf Seoul described Korea’s cultural momentum as interconnected, wherein fashion, design, and visual arts share a common “cultural DNA,” naturally drawing international collectors and curators to the city.

Frieze Seoul has also expanded its footprint beyond the main venue with initiatives such as Frieze House Seoul, an exhibition space opened in 2025 in the Yaksu neighborhood featuring nature-themed shows with both Korean and international artists. Additionally, a large-scale interactive public art project titled “The Find Seoul” by British artist Ryan Gander invites visitors to search for collectible tokens hidden in four different neighborhoods, complementing “Neighborhood Nights”—a series of evening openings, receptions, and performances across the Euljiro, Hannam, Cheongdam, and Samcheong districts.

Each neighborhood offers a distinct atmosphere, from Euljiro’s industrial workshops and intimate bars to Hannam’s upscale galleries and museums, Cheongdam’s luxury art scene in Gangnam, and Samcheong’s mix of historic sites and contemporary art institutions. Local artists, such as the award-winning Seoul collective Yagwang, draw inspiration from these areas, especially Euljiro, which maintains its authentic character amid ongoing urban change.

Interest is also rising in art outside Seoul, with more collectors and professionals extending their visits to regional centers with vibrant art scenes. The Busan Biennale, which opened recently with the theme “Dissident Chorus,” and the Gwangju Biennale, commemorating a historic pro-democracy uprising, are key cultural highlights attracting attention through November.

Overall, the development of Seoul’s art week and its affiliated programs reflect a maturing and increasingly interconnected art ecosystem in South Korea. While still smaller than established Asian art markets such as Hong Kong, Seoul’s growing infrastructure, local talent, and integration with broader cultural trends mark it as a significant emerging destination for the global art community.