Frieze Seoul 2026 Features New Sections and Focus on Accessible Art

Frieze Seoul 2024 has commenced its fifth edition at COEX, running through September 5, drawing an international assembly of collectors, artists, and fairgoers. Since its inception in 2021, the fair has established itself as a significant event on Asia's art calendar. This year's iteration features a record 133 galleries representing 30 countries. New curated sections, Spotlight and Material Practice, are debuting. Spotlight will focus on overlooked 20th-century artists, while Material Practice will explore dialogues between craft, contemporary art, and tradition. The Focus section, which highlights younger galleries, is returning and expanding its scope beyond Asia for the first time. While the overall market performance is still being assessed, initial sales indicate a stronger interest in accessibly priced works, as well as a focus on emerging artists and collectors. The fair's organizers have introduced new elements to engage attendees and showcase a diverse range of artistic talent and market trends. Among the notable presentations is Yongjae Lee's "Gaehwa 05" (2026) at the Caption booth, located in the Focus section. Caption, based in Yongsan, is exhibiting a collection of sepia-toned paintings and Nine Elephants sculptures by Lee. These works reinterpret imagery from the Smithsonian Archives, including tattooed laborers and scenes from Kim Gojong's audience hall, with an emphasis on historical gaps. Lee's art is also featured on this year's Frieze Uniform T-Shirt, a collaboration with Stone Island. Another noteworthy exhibit is Minhee Kim's work at the CON_ booth, also within the Focus section. CON_, a Tokyo-based gallery, is presenting Kim's art that delves into the complexities of the "ideal" beauty standard. Drawing inspiration from 1990s media, such as manga and advertisements, Kim's pieces address her personal unease with these idealized figures and the aspiration to embody them. The presentation contrasts the concept of a perfect "PC" body with alternative representations. The fair's commitment to showcasing both established and emerging talent, coupled with its exploration of contemporary market dynamics, positions Frieze Seoul as a key platform for the global art community. The expanded international participation and the introduction of new curatorial approaches underscore the fair's growing influence and its role in shaping artistic discourse and commerce in Asia. The emphasis on accessible works and younger artists suggests a strategic adaptation to current market conditions and collector preferences, aiming to foster broader engagement with the art world.