From K-pop to contemporary literature, Korean culture and everything coming out of Korea seems to have an uncanny ability to grab people’s attention and never let go these days globally. This time, for BAM’s first international report, I headed to Seoul. Though I’ve visited Korea many times before, this was my first encounter with Kiaf SEOUL, the country’s biggest art fair. And let me tell you – the city’s art scene, now in the global spotlight, was more exciting than I ever expected.
Hello, Kiaf SEOUL!
Held at COEX, the sprawling convention center in Seoul’s Samseong district, Kiaf SEOUL is Korea’s first international art fair, launched back in 2002. Each year it showcases the work of emerging and established artists from both Korea and abroad. The 2025 edition ran from September 3 to 7, bringing together 175 galleries from over 20 countries. As one of the most vibrant cities in Asia’s art market, Seoul has become a key global hub – and Kiaf SEOUL plays a central role as its international platform.
What struck me first was the sheer number of visitors. I went on Preview Day* and the venue was already buzzing, filled with people of every age and background.
*1: Preview Day: The exclusive first day of the fair, usually open to invited guests and visitors who purchase higher-tier tickets.
This year, FRIEZE SEOUL was happening at the same time, underscoring just how much attention the Korean contemporary art scene is drawing right now.
Spanning three halls, Kiaf SEOUL was set to offer a full experience: gallery booths, special exhibitions spotlighting selected artists, as well as cafés, shops and VIP lounges, which were more than enough to keep visitors engaged from morning to night.
With an iced Americano from Seoul’s local coffee roaster SMALL GOOD in hand, I made my way to the Gallery MEME (Seoul) booth.
Eunji Jo, An Emerging Artist Full of Intrigue and Imagination
Gallery MEME opened in 2015 in the Insadong district, home to many of Seoul’s leading galleries. The space is dedicated to discovering and supporting the next generation of contemporary artists who push the boundaries of the medium, while also exhibiting mid-career and international artists. True to its name – “meme,” as a cultural transmitter, the gallery sees itself as a catalyst for awakening and expanding contemporary sensibilities.
Jo Eunji (b. 1999) is a Seoul-based artist known for presenting her paintings in immersive installation formats. One of the charms of attending an art fair like Kiaf SEOUL is the chance to experience works by young, up-and-coming Korean artists, offering a fresh perspective on the country’s vibrant contemporary scene.
Jo’s work transforms paintings into sculptural forms, weaving enigmatic motifs and intricate patterns into a distinctive, otherworldly vision. Her pieces often feel like short stories pieced together from fragmented memories. This inventive approach has earned her a spot among this year’s Kiaf Highlight 10, marking her as one of the most exciting rising artists to watch.
Representing Korean Tradition
Next, I visited Gallery Vit in Seoul. Founded in 2003, Vit’s mission is to illuminate the world of art – bringing life from darkness into light and inspiring profound emotional experiences. Today, the gallery is located in the bustling Jongno district and participates in a variety of art fairs, serving as a key platform for introducing Korean artists to audiences around the globe.
Han Manyoung was born in Seoul in 1946, shortly after Korea gained independence. Having lived through a turbulent era, his work blends reality and fantasy, creating a world where the two coexist. His signature series, Reproduction of Time, which he has been developing since 1984, weaves in iconic masterpieces from around the globe – Da Vinci’s Mona Lisa, Matisse’s Dance, works by Roy Lichtenstein, and more – deconstructing the very concept of time through art.
The works on display this year draw inspiration from Cheonghwa white porcelain, a tradition dating back to the Joseon Dynasty. By merging Eastern and Western influences, two- and three-dimensional forms, and past and present, Han encapsulates concepts that transcend both time and space within a single canvas.
A Satirical Take on Korea’s Consumer Society
One of the most eye-catching trends at Kiaf SEOUL was artists having a little fun with luxury – turning famous brands and iconic products into bold, imaginative artworks.
At the Gallery PICI booth, which opened in 2003, Sangho Byun’s piece I Love My Job x 3 confronted the many desires of contemporary society. The work captures the overflowing energy and ambitions of modern life, with a vivid, almost raw color palette forming its dynamic backdrop.
At the Gallery WE booth in Seoul’s Cheongdam-dong district, Sunyoung Kim’s She Who Dances was on display. This massive sculpture, inspired by oversized, tumbling bags, gently sways when viewers touch it. Through its movement, the work metaphorically embodies the delicate balance and flexibility inherent in human fragility.
Looking around the fair, it was almost like a parade of luxury bags – fair visitors carrying Birkins, Kellys, and Chanel’s iconic Matelassé. In that context, exhibiting these works at Kiaf SEOUL felt almost like a wink at the absurdities of consumer culture, a pointed satire on the pressures and quirks of Korea’s economy.
Kiaf SEOUL wrapped up to great crowds – I got to experience a full day at the cutting edge of the art world.
