Shinsegae(004170) Group will join as the headline partner of the global art fair "Frieze Seoul." Among domestic distribution corporations, Shinsegae Group is the first to participate as a headline partner.
Shinsegae Group said on the 3rd it will participate as the official headline partner of "Frieze Seoul 2026," to be held in September, and continue the partnership for five years through 2030.
Frieze Seoul is a fair launched when the art fair Frieze, which began in the United Kingdom, chose Seoul in 2022 as its first Asian host city. This year, it will run from Sept. 2 to 5 at COEX in Seoul. More than 125 galleries from over 30 countries are expected to participate.
The company said the partnership reflects the management philosophy of Shinsegae Group Chairman Chung Yong-jin, who values customers' time and experience. Chung personally oversaw the entire process of talks to conclude the partnership.
Chung said, "Content that provides new experiences to customers is Shinsegae Group's core asset and competitiveness," adding, "Through collaboration with Frieze Seoul, we will create a differentiated customer experience where retail and art blend naturally, and further strengthen Shinsegae's lifestyle platform competitiveness."
With this partnership, Shinsegae Group plans not only to sponsor a global art fair but also to expand exchanges among renowned domestic and overseas galleries, artists, collectors and cultural and arts institutions, and to contribute to enhancing the international standing of Korea's art market.
During the event, a "Shinsegae-only lounge" accessible to all Frieze Seoul visitors will also be set up. Through the lounge, the group plans to showcase affiliates' spatial planning capabilities and lifestyle content.
Since opening "Shinsegae Gallery," the first art-dedicated space in the domestic distribution industry, in 1963, Shinsegae has run a variety of culture and arts programs, including Starfield Library, the Open Art Contest, and Joseon Hotel & Resort's Hidden Art Tour.