'2025 KIAF and Frieze' Open..."Much Better Than Last Year...Sold Out on Opening Day"

"Number of Visitors Surpasses Last Year...Sales Also Up"

Frieze Seoul and KIAF Seoul, the largest art fairs in Korea, opened on September 3 at COEX in Samseong-dong, Seoul. Although there were concerns due to the subdued mood in the art world during the first half of the year, the atmosphere on the first day was met with reactions such as "It's much better than last year."

First Lady Kim Hye Kyung (fourth from the left) and other key figures are taking a commemorative photo at the opening ceremony. Photo by Seo Mideum

The opening ceremony, held that morning in front of the COEX Grand Ballroom, was attended by First Lady Kim Hye Kyung, Chairman Koo Ja Yeol of the organizing committee, Lee Sung Hoon, President of the Korea Gallery Association, Kim Young Soo, Vice Minister of Culture, Sports and Tourism, Cho Sang Hyun, CEO of COEX, Simon Fox, CEO of Frieze, Patrick Lee, Director of Frieze Seoul, Yang Jong Hee, Chairman of KB Financial Group, Oh Hye Won, Executive Director of LG Electronics, Jung Byung Kook, Chairman of the Arts Council Korea, Kim Sung Hee, Director of the National Museum of Modern and Contemporary Art, and Cho Sung Myung, Mayor of Gangnam District, among others.

In her congratulatory remarks, First Lady Kim stated, "As the stature of K-Culture has risen recently, the number of foreign visitors to museums and galleries across the country has also increased significantly." She added, "This festival of art, created by world-renowned galleries and talented artists gathering together, will make Seoul an even more vibrant and attractive city."

Chairman Koo Ja Yeol of the organizing committee followed by saying, "Although the global economic uncertainty continues to affect the art world, I believe we can overcome these challenges together." He continued, "Especially in times like these, art resonates even more deeply. I would like to express my heartfelt gratitude to all the artists, galleries, and everyone who has joined us in this spirit."

First Lady Kim Hye Kyung is touring the KIAF Seoul 2025 exhibition hall. Photo by Seo Mideum

On this day, First Lady Kim toured the major galleries of KIAF and Frieze for about an hour. She visited leading Korean galleries such as Sun Gallery, Hakgojae, Kukje Gallery, and Leeahn Gallery, as well as global galleries including White Cube, Gagosian, and PKM Gallery, to appreciate the artworks. She discussed K-Pop Demon Hunters with representatives from overseas galleries and expressed her amazement at works utilizing artificial intelligence (AI). During her meetings with domestic gallery representatives, she listened to opinions on how Korean art is viewed in the global art market and ways to further develop the domestic art market.

"Number of Visitors Increased from Last Year...Sales Also Up"

The overall sentiment on the first day was that things had improved compared to last year. On the first day, which was reserved for VIPs, the gallery corridors were bustling with crowds. The booths of well-known galleries were packed with people taking photos, visitors, and potential buyers, creating a lively atmosphere. Celebrities were also spotted, with figures such as BTS's RM and Lee Hyori from the entertainment industry visiting galleries to view the artworks.

Visitors are exploring the exhibition at Frieze Seoul 2025, which opened on the 3rd. Photo by Seo Mideum

Major galleries reported high sales rates early on. In some cases, a significant portion of the works had already been sold even before the fair opened, as proactive collectors moved quickly to secure purchases in advance. A representative from Perrotin Gallery stated, "Eighty percent of the works had already been sold before the opening," adding, "The remaining works are expected to sell out on the first day of the fair."

Kukje Gallery's booth also drew large crowds. A gallery representative explained, "The atmosphere is much better than last year. Both the number of visitors and sales have increased significantly. BTS's RM also visited our booth to view the works."

Many gallery representatives commented, "We were quite worried due to the economic downturn, but the atmosphere has exceeded expectations. The number of visitors has increased dramatically, and sales have also risen noticeably."