How do you actually buy art? Should you visit an artist’s solo exhibition or a department store gallery to purchase directly? Auctions that are often highlighted in the news is certainly another option. But, isn’t there an easier way to carefully consider a wide variety of works?If that’s what you’re looking for, we highly recommend checking out an Art Fair.
What is an Art Fair?
Art fairs are often described as trade shows for art. They provide a setup where numerous galleries and artists gather in one place, allowing attendees to view and purchase works on the spot. This makes them an ideal opportunity for people who want to see a lot of art at once or for those considering a purchase while comparing works from various artists.
A prime example is “Art Basel,” based in Basel, Switzerland – a central hub for art sales. Art Basel sparked the recent trend in art fairs. Its history dates back to 1970, and it has now expanded to hold fairs in areas like Miami Beach, Hong Kong, and Paris. Featuring works from over 200 galleries and more than 4,000 artists worldwide, Art Basel is known for attracting high-profile clients, motivating galleries to showcase their strongest pieces. One of the appeals of art fairs is the chance to see works that are not typically accessible to the public.
Art Fairs in Japan
While Japan has a history of hosting art fairs in various regions, the Japanese art market is still perceived internationally as relatively small. Furthermore, issues remained, such as the still-developing stage of art literacy and understanding of contemporary art among the general public, which made it difficult to attract participation from world-renowned galleries.
However, starting with “Tokyo Gendai”, launched in 2023 and billed as Japan’s first truly international art fair, there has been growing momentum and attention focused on boosting the art fair scene in Japan.
Tokyo Gendai (東京現代, meaning “Tokyo Contemporary”) is a world-class international art fair held annually since 2023. Its inaugural event recorded over 20,000 visitors in three days. It exhibits and sells works presented by contemporary art galleries gathered from around the world. The term “international” here signifies not just the participation of overseas galleries, but also an exhibition curated to be a global presentation, considering factors like the quality of work, the artists’ cultural identities, gender representation, and other metrics. (Conversely, this implies that perhaps previous art fairs in Japan lacked sufficient guarantees of equality in these aspects, which was a potential issue.)
Tokyo Gendai also offers numerous programs designed to enhance the experiential value, such as talk sessions and events during the fair period, making it enjoyable for all attendees, not just those looking to purchase art. The third edition is scheduled for 2025 at Pacifico Yokohama, so those interested should check it out.
Speaking of Japan’s most established art fair, that would be “Art Fair Tokyo,” held annually at the Tokyo International Forum in Yurakucho. In contrast to Tokyo Gendai’s specific focus on contemporary art, Art Fair Tokyo exhibits a wide range of art, from antiques and crafts to Nihonga, modern art, and contemporary art. Launched in 2005, it is Japan’s largest international art fair, with attendance exceeding 55,000 visitors during the 2024 event.
With over 150 exhibitors, it boasts one of the largest scales in Japan, making it a recommended fair for those who wish to see a diverse array of art comprehensively.
For participating galleries and artists, selling work is a crucial element. In this regard, Art Fair Tokyo recorded sales of approximately ¥3.3 billion JPY, with numerous works in the ¥10 million JPY range being bought and sold. This high level of commerce boosts motivation for participating artists, often leading to the exhibition of works rarely seen in public.
Some art forms, like video works and installations, are generally less frequently bought and sold. An art fair called “EAST EAST,” which focused heavily on such works, was held in 2023 at the Science Museum, Tokyo.
The event featured unconventional elements beyond the typical art fair framework, such as live performances and the provision of food and drinks. This approach proved popular, particularly among younger generations and students less familiar with traditional art fairs. 24 domestic and international galleries participated. While the number might seem somewhat small, many participants were new galleries exhibiting at an art fair for the first time, or young artists, including students. This created a fresh atmosphere that embodied the contemporary cultural scene. Off-site programs included video work displays on the streets of Shibuya and Shinjuku in Tokyo, as well as music programs held in clubs and live music venues. The date for the next event is currently undecided.
