The global art fair 'Frieze Seoul 2025' and the Korea International Art Fair (KIAF) Seoul 2025 will be held at COEX in Samseong-dong, Seoul, from September 3rd to 6th. However, the art marketing in the distribution and food industries is quieter than in previous years.
The atmosphere is different from the past two years, when various collaboration marketing campaigns were conducted in conjunction with the art fair starting from 2023. This is due to the prioritization of expense reduction amid the domestic economic downturn.
According to the relevant industry on the 24th, Shinsegae Department Store participated as the official partner of Frieze Seoul in 2023, but will not conduct any notable linked marketing this year. However, it will hold a commemorative exhibition. It will showcase works from three European painters at the Shinsegae Gallery in Cheongdam. A representative from Shinsegae said, "While there is no movement to participate as an official partner during the Frieze season, we are operating art marketing by running the gallery regularly."
Lotte Department Store will also hold a solo exhibition by artist Jang Seung-taek at the art hall on the 6th floor of Lotte Avenue during the Frieze Seoul period. This event aims to provide an opportunity to introduce Korean contemporary art to global art viewers. In 2023, Lotte Department Store was more actively involved by changing the internal and external displays of 34 stores in line with the Frieze and KIAF events.
Among department stores, Hyundai Department Store remains relatively proactive. Since 2022, Hyundai Department Store has participated as the official sponsor of 'KIAF Seoul' and is continuing this relationship this year. Additionally, it will conduct the art fair 'The Hyundai Art Stage' across its department stores nationwide, including its flagship store in Apgujeong. The Hyundai Art Stage showcases various artistic contents.
High-end alcohol marketing associated with Frieze Seoul has decreased. HiteJinro sold premium cognacs 'Lalique Four Seasons' and 'Lalique Cayota' at KIAF Seoul in 2023, and in 2024, it was the first to launch and sell 13 vintages of the champagne Taittinger 'Artist Collection' at the KIAF Seoul VIP lounge, but there are no particular plans for this year.
A representative from HiteJinro noted, "Wine and imported alcohol are conducted based on the status of business partners, but there have been no specific discussions." Diageo Korea is in a similar situation. Diageo Korea marketed as an official partner of the Frieze membership program 'Frieze91' last year but has no significant movements this year.
A representative from the alcoholic beverage industry said, "The initial purpose was to project the luxurious image of the art fair onto products and advertise them to high-profile customers attracted to the fair, but it has been determined that the effectiveness does not meet expectations, leading to a reduction in marketing emphasis."
Instead, the distribution and food industries are more actively engaging in collaborations with character products. Characters represented by Sanrio, such as 'My Melody' and 'Hello Kitty', are notable examples. In the past, the food industry benefited significantly from partnerships with Starbucks Korea and Ediya Coffee, while Olive Young has seen marketing success among distribution companies.
A representative from Olive Young stated, "60% of all Olive Members (Olive Young members) are in their 10s to 30s. Considering that this generation actively utilizes character items that reflect personal tastes, we selected Sanrio Characters, a popular brand among the global MZ generation, as our partner."
A representative from the distribution industry said, "Collaborations linked to the art fair have a limited consumer base, and there are various ways to project a luxurious image. There is no need to insist only on marketing connected to the art fair."