Frieze Seoul Announces Notable Sales and Emphasizes Cultural Exchange Possibilities
Frieze hosts some of the most significant art fairs globally, whether they occur in New York, Los Angeles, or, most recently, in Seoul. From September 3 to 6, 2025, in the lively Gangnam district of the city, this year’s Frieze Seoul edition highlighted the thrilling contemporary art landscape not only in Korea but throughout Asia.
Despite its focus on Asian art, Frieze Seoul upheld a worldwide outlook, bringing together over 120 exhibitors from 28 nations. The various galleries and institutions at the fair embodied this philosophy, showcasing international giants such as David Zwirner, Hauser & Wirth, Gladstone, White Cube, and Sprüth Magers, among others. There was also significant involvement from Japan, Taiwan, China, as well as Indonesia and Thailand.
“The fair’s energy persisted throughout the week, reinforcing Seoul’s importance as a crucial hub in the global art calendar,” remarked Patrick Lee, director of Frieze Seoul. “Most notably, Frieze Seoul continues to enhance ties between Korea’s vibrant network of institutions, scholars, passionate collectors, and the international art community.”
Therefore, it’s perhaps not surprising that the art fair achieved remarkable sales. For example, Hauser & Wirth secured major sales across Asia, including Mark Bradford’s triptych Okay, then I apologize from 2025 for $4.5 million and George Condo’s artwork Purple Sunshine for $1.2 million. Thaddaeus Ropac obtained $900,000 for an Alex Katz painting, while White Cube sold a Cerith Wyn Evans neon for $150,000.
This doesn’t imply that Korean galleries didn’t perform exceptionally well. Hakgojae sold several pieces throughout the week, including Kim Whanki’s 1962 oil on canvas Cloud and the Moon for approximately $1.4 million. Kukje Gallery placed over 30 artworks, particularly a mixed media piece by Park Seo-Bo in the price range of $540,000 to $648,000. New York’s Tina Kim Gallery achieved $350,000 for a Kim Tschang-Yeul painting, while Gallery Hyundai sold a Chung Sang-Hwa piece for around $600,000.
In addition to its strong sales, Frieze Seoul featured two specialized sections, contextualizing and examining Asian art history and culture. Frieze Masters highlighted post-war and modern art from the area, focusing particularly on Japanese abstraction, the Taiwanese avant-garde, and more. Focus Asia, in contrast, emphasized 10 solo presentations by emerging artists, showcasing the fair’s dedication to established and rising talents alike.
Overall, Frieze Seoul should be regarded as a success—at least that is the prevailing view among its exhibiting galleries.
“Within the first ten minutes of the fair opening, we engaged with wonderful American museum patrons at our booth and sold several pieces, including to a U.S. institution,” stated Atsuko Ninagawa, founder of Take Ninagawa. “What Frieze Seoul particularly offers us is a wealth of female collectors, and I am thankful for the chance to place works with excellent collections led by women.”
Max Bossier, director of Lisson Gallery, mirrored that sentiment: “We were pleasantly surprised by the fair’s atmosphere this year. Local collectors and museums visited on the opening day to see pieces in person and acquired most of the works on our booth.”
“Seoul truly delivered this year—not just at the fair, but across the city,” Tina Kim added. “It’s evident that the Korean market remains robust and is becoming an increasingly essential hub for serious collectors, curators, and institutions.”
To find out more about upcoming events and art fairs, visit the Frieze website.
Held in the lively Gangnam district of the city, this year’s Frieze Seoul honored the contemporary art scene not only in Korea but throughout Asia.
The esteemed art fair brought together more than 120 galleries from 28 countries.
Apart from its innovative art selection, Frieze Seoul experienced substantial success in sales, benefiting both blue-chip and emerging artists alike.
Frieze: Website | Instagram
My Modern Met granted permission to feature photos by Frieze.
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