Frieze Seoul opened for its fourth edition Wednesday with 120 galleries from 30 countries. That figure represents a modest increase from last year’s 117 exhibitors, but more telling is the composition: for the first time, Asian galleries make up over half of the fair. Korean strongholds like Arario Gallery and Kukje Gallery have maintained their presence and are newly joined by the likes of Turkey’s Dirimart and Bangkok’s SAC Gallery, which has graduated from Focus Asia to the main galleries section. 

The shift reflects both Seoul’s growing role in the art world and the resilience of its market, even amid political uncertainty, including last December’s brief martial law declaration; a weakening won; and global art-market malaise. The resilience was most visibly demonstrated by the unprecedented official support: Kim Hye-kyung, the First Lady of South Korea, delivered opening remarks for both Kiaf and Frieze Seoul, while President Lee Jae-myung and Seoul Mayor Oh Se-hoon took guided tours with Frieze CEO Simon Fox.

Compared to earlier editions, this year feels steadier, less breathless about potential, and more assured in its footing. The result: presentations that highlight emerging regional voices alongside established international players. The best offerings at the fair also seem to privilege generating institutional attention and bringing to the fore underknown figures over sales—though several galleries did report sales on the first day.

Below are ten booths that best capture this moment of transition at the 2025 edition of Frieze Seoul, which runs through September 6 at the Coex.