Frieze Seoul: Art as a Bridge for International Tourism

09-07-25

Frieze Seoul, one of the most important contemporary art fairs in the world, returns this year with an edition that promises to further establish the South Korean capital as a key destination for art lovers, international collectors, and increasingly, cultural travelers. Since its arrival in Asia in 2022, the fair has had a significant impact on Seoul’s global positioning—not only as a center of artistic expression but also as a hub for sophisticated tourism, appealing to those in search of unique experiences, cutting-edge culture, and intercultural connections.

The 2025 edition of Frieze Seoul, taking place from September 4 to 7 at the modern COEX venue in the Gangnam district, will bring together over 110 leading galleries from around the world. This event, held in parallel with the well-established Kiaf Seoul, offers a wide range of experiences that go beyond commercial exhibition, including spaces for reflection, discussion forums, immersive installations, and direct encounters with artists and curators.

Among the most anticipated highlights this year is the Focus Asia section, dedicated to emerging galleries from across Asia that are redefining contemporary artistic narratives from a local yet profoundly global perspective. In addition, Frieze Masters will once again open a fascinating dialogue between historical and contemporary art, showcasing works ranging from antiquity to the 20th century. This interaction between periods and styles not only enriches the artistic experience but also allows visitors to embark on a cultural journey that transcends both time and geography.

But Frieze Seoul is not just for collectors or art world insiders. Each year, it attracts thousands of visitors from around the globe, drawn not only by the fair’s content but by the city that hosts it. Seoul has positioned itself as a premier cultural destination, blending a rich historical heritage with a vibrant contemporary art scene and dynamic urban offerings. During the days of the fair, the city’s museums, galleries, hotels, restaurants, and boutiques host special programs, thematic tours, and parallel events, creating a unique atmosphere that turns Frieze into a total experience.

In this sense, cultural tourism finds in Frieze Seoul a strategic engine for attraction. Visitors who come to the city for the fair don’t just attend the event—they explore royal palaces, Buddhist temples, creative neighborhoods like Itaewon and Hongdae, and immerse themselves in the city's famous nightlife and cuisine. This type of traveler tends to be high-spending, interested in personalized experiences, premium accommodations, and activities that offer authentic cultural immersion.

The synergy between contemporary art and international tourism is also evident in how the city of Seoul has integrated Frieze into its global promotion strategy. Both the metropolitan government and tourism and cultural agencies see this event as a unique opportunity to project a cosmopolitan, innovative, and creative image of the city. At the same time, international media coverage, art influencers, and cultural industries have turned Seoul into a new center of global attention, generating wide-reaching visibility and strengthening the city’s brand.

Furthermore, initiatives such as Frieze’s public programs—which include talks, screenings, performances, and guided tours—promote access to art for diverse audiences. They help ensure the fair is not an exclusive space but a catalyst for broad and inclusive cultural participation. This democratization of access strengthens the bond between culture and citizenship, while also linking art to the visitor economy.

In short, Frieze Seoul has established itself not only as an unmissable event for the global contemporary art scene but also as a platform connecting culture and tourism. Through this fair, Seoul positions itself as a creative capital capable of attracting a discerning and diverse international audience, generating added value for its cultural and tourism industries, and offering the world a vision of art as a vehicle for dialogue, economic development, and cross-cultural understanding.

This importan event proves that art can be much more than aesthetic expression: it can become a bridge for international connection, an economic driver, and a tool for redefining a country’s tourism identity.

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