Frieze Seoul and Kiaf Seoul opened their latest editions at COEX in Gangnam with busy aisles, strong international attendance, and a clear sense of momentum across the city's art scene. Yet the first day's sales unfolded at a measured pace, reflecting a market that is recalibrating rather than retreating.
Even with cautious buying, many dealers said Seoul's appeal continues to deepen. The city's network of private museums, a growing base of younger collectors, and expanding regional participation are shaping a more durable ecosystem. For several galleries, the focus is shifting from quick transactions to long-term audience building.
Thaddaeus Ropac highlighted the sophistication of Korean collectors and the value of a sustained local presence. His gallery, which has operated in Seoul with a homegrown team for five years, reported notable sales including Adrian Ghenie's Figure with Funerary Stele for €1.1 million and an Antony Gormley sculpture for £750,000. Gallery Hyundai also recorded strong interest in works by Kim Tschang-yeul, while Kukje Gallery, White Cube, and other exhibitors placed works by leading Korean and international artists.
Across the fair, sales ranged from blue-chip names to younger voices. David Zwirner, Gagosian, Sprüth Magers, Hauser & Wirth, and David Kordansky all reported placements with collectors and institutions across Asia. In the Focus sector, London's Lamb gallery sold ceramic works by Ayla Tavares, underscoring the fair's role as a bridge for emerging talent.
This year's edition also reflects a broader regional shift: more than 70 percent of Frieze Seoul's 125 galleries operate in Asia-Pacific, while Kiaf marks its 25th anniversary with 175 galleries from 18 countries. That mix points to Seoul's growing influence as a cultural meeting point where local depth and international reach increasingly converge.
As the fairs continue through September 5 and 6, respectively, Seoul is reinforcing its position as a future-facing hub for art, collecting, and cultural exchange.
