[Manbo Jeongdam] "I often walk between galleries and Hwarang Association... It helped me play a midwife role at KIAF"

Hwang Dalseong, President of the Korean Gallery Association, "Expecting KIAF Sales of 100 Billion Won"
"We Must Give Opportunities to Young Artists... The Goal Is to Revive Korean Painting"

Many people remember 2002 as the year when Korean soccer made history by reaching the World Cup semifinals. For Hwang Dalseong, president of the Korea Gallery Association, 2002 was the year of KIAF (Korea International Art Fair), not the World Cup. The first KIAF was held in 2002 at Hwang’s suggestion. Having played a midwife role in the birth of KIAF, Hwang’s affection for the fair is naturally special. KIAF has now grown into the largest art fair in Korea. It is about to celebrate its 22nd edition, opening on the 6th at COEX. To hear Hwang’s reflections on KIAF, I visited Geumsan Gallery, which he runs, on the 24th of last month.

Geumsan Gallery is located on Sogong-ro in Jung-gu, with a panoramic view of Namsan. Hwang is a first-generation gallery owner in Korea, having opened the first Geumsan Gallery in Seocho-gu, Seoul, in 1992. Since then, he moved through Sogyeok-dong in Jongno-gu and Heyri in Paju, Gyeonggi Province, before settling 12 years ago at the current location on Sogong-ro. Hwang said, “Galleries should be clustered together,” and admitted that choosing this location 12 years ago was a mistake. It is isolated from gallery hubs like Sogyeok-dong and Insadong in Jongno-gu and Sinsa-dong in Gangnam, which is not ideal. However, he said it is good for walking. “I often climb Namsan and walk around nearby Seoul 7017 or Insadong.” Hwang also said he often walks to the Gallery Association office in Gyeongun-dong, Jongno-gu, which is about 30 minutes away on foot. Originally, I planned to enjoy the view of Namsan while listening to Hwang’s story, but the bad weather changed the plan. The interview was conducted in Hwang’s Geumsan Gallery office amid intermittent rain.

The Key Figure Behind KIAF’s Birth: “We Will Regain Asia’s Leadership”

At the time he proposed KIAF, Hwang was the International Director of the Gallery Association. Although in his late 40s, he was one of the youngest in the association. His visit to a Japanese art fair was the trigger for proposing KIAF.

“At the Japanese art fair, we barely sold any works, but the booth fees were very expensive. Since we have a great exhibition space at COEX, I suggested holding an art fair here, but the association said no. I kept insisting. Then they said, ‘If you want to lead it, go ahead. Raise the funds and find the venue.’ So I met with the COEX president and persuaded him.”

Hwang Dalseong, Chairman of the Korea Gallery Association, is walking along Hoehyeon-dong Street with a view of Namsan. Photo by Younghan Heo younghan@

In 2002, there were many major sports events. Following the World Cup, the Busan Asian Games (September 29 to October 14) were also held. It was a difficult environment for KIAF to attract attention. Hwang boldly chose to confront this head-on. On September 3, 2002, about 20 days before the opening of the Busan Asian Games, the first KIAF opened at the Busan Exhibition and Convention Center (BEXCO). Over four days, 100 galleries participated, including 80 domestic and 20 foreign galleries.

“We ran at a loss in Busan, but saw potential. We incurred about 70 million won in debt, but Pyo Miseon, president of Pyo Gallery, lent me money to pay it off, and from the second edition, we moved to Seoul to hold KIAF.”

Hwang ran unopposed in the 2021 Gallery Association presidential election and was re-elected in a primary earlier this year. He said his reason for running was to regain leadership in the Asian market.

“After KIAF’s launch, we led the Asian art market for a while. But then China emerged, followed by Hong Kong and Taiwan, and KIAF’s ranking dropped to 6th or 7th in Asia. I decided to run to regain leadership.”

Last year, KIAF attracted attention by co-hosting with Frieze, a major British art fair. Frieze, along with Art Basel in Switzerland, is considered one of the world’s top two art fairs. Last year was the first time Frieze held an art fair in Asia, choosing Seoul. The influx of visitors helped KIAF achieve record sales last year. Reported sales were 70 billion won, while Frieze achieved 700 billion won, ten times more.

Hwang said KIAF will take another leap forward this year. “Last year, due to the COVID-19 pandemic, almost no foreign collectors could attend. Although the economy is sluggish, I think KIAF’s sales will exceed 100 billion won this year. Frieze is expected to approach 1 trillion won in sales.”

Hwang also expects sales through Artsy, an online art brokerage based in New York. He said that after taking office, he enrolled all association members in Artsy as a group. “Artsy will feature a special KIAF section this time. Visitors to Artsy may purchase works.”

"Korea Over Hong Kong... KIAF and Frieze Are Asia’s Largest"

Hosting Frieze increased global art market interest in Korea. Meanwhile, Art Basel Hong Kong, currently regarded as Asia’s largest art fair, is said to have lost some of its prestige. China’s increasing crackdown on Hong Kong has intensified human rights controversies, changing the art world’s perception of Art Basel Hong Kong. When Art Basel Hong Kong opened in March this year, CNN reported that Korea and Singapore are emerging as new markets replacing Hong Kong. Korea was notably described as a “Sleeping Giant.” Hwang explained, “Many global media are now focusing on the competition between Hong Kong and Seoul. Currently, Seoul is expected to have the upper hand over Hong Kong.”

As Hong Kong falters, competition to dominate the Asian art market is intensifying. In January this year, ‘Art SG’ launched in Singapore, and in July, ‘Tokyo Gendai’ debuted in Japan. Hwang commented on Art SG, “Many good galleries participated, but sales did not support it.” He also pointed out that Tokyo Gendai was not successful. Japan’s expensive exhibition setup costs are a hurdle. Hwang explained, “Because of seismic design requirements, costs are four times higher.”

Hwang emphasized, “KIAF and Frieze Seoul are the largest in Asia.” He explained, “This year, 130 galleries will participate in Frieze and 210 in KIAF. I believe more than 80 of the world’s top 100 galleries will attend.”

The fact that Frieze chose Seoul as its first Asian art fair venue itself acknowledges the potential of the Korean art market. Hwang said, “After holding the fair last year, Frieze realized the depth of Korean culture and arts. Now they regret not partnering with Korea.”

Hwang also said, “For about five years, major global galleries have been actively entering the Korean market. Currently, about 20 of the top 50 galleries have branches in Korea.” He expects that as the market attracts major galleries, Korean artists will also expand overseas. Accordingly, the Gallery Association will continue efforts to narrow the gap with the global market. Frieze is scheduled to co-host with KIAF until 2026. Hwang believes that as time passes, KIAF will close the gap with Frieze, and after the five-year joint hosting period ends, they will likely hold separate events. He said, “This year, the second year of joint hosting, KIAF will definitely become a brand. We want to popularize art through the power of KIAF and Frieze.”

Hwang Dalseong, President of the Korea Gallery Association. Photo by Younghan Heo younghan@

"We Need Various Satellite Fairs Together"

Popularization means growth and expansion of the art market. Hwang emphasized that for the art market to grow, multiple art fairs should emerge simultaneously around KIAF. These are so-called satellite fairs. Hwang explained, “Basel, Switzerland, is a small city, but during Art Basel, 16 to 17 art fairs with different identities open together.” During Art Basel, not only Art Basel but other fairs with different characteristics open simultaneously, turning the entire city into a huge art marketplace.

In Seoul, similar movements are occurring. During the overlapping period of this year’s KIAF and Frieze Seoul, the Insadong Antique & Art Fair (August 31 to September 18) is held in Insadong, where visitors can enjoy traditional tea, crafts, ceramics, and antiques. Seoul City has designated August 1 to 10 as ‘Seoul Art Week,’ organizing special exhibitions at the Seoul Museum of Art and the Seoul Museum of Craft Art, among other cultural events.

Hwang said that having multiple art fairs with different characters can satisfy diverse tastes of art lovers, further popularizing the art market. He also emphasized that satellite fairs can provide opportunities for young artists.

Hwang explained, “Young artists rarely appear at KIAF because booth fees are too expensive.” From a gallery’s perspective, considering KIAF’s high costs, they tend to exhibit works by well-known established artists who are more likely to sell.

Since the early days of running his gallery, Hwang has always emphasized discovering new artists. This year’s KIAF also introduces young artists through the KIAF Plus section.

Hwang said the essence of an art fair is a sample market, and efforts must be made to introduce young artists. “At important fashion shows in Paris or New York, they pay close attention to which new fashion designers appear each year. Art fairs are the same. We must focus on which new artists emerge this year. How will KIAF compete with Frieze? Frieze is quite commercial, so KIAF should compete with youthfulness and dynamism. We need to instill the perception that if you want to see works by young artists, you must go to KIAF.”

Hwang also aims to revive Korean painting that can show Korea’s identity. In line with this, this year’s KIAF features a special exhibition titled “Colors as They Are: Hometown,” spotlighting masters of Korean painting Park Saeng-gwang and Park Rae-hyun. Hwang said, “When showing what is Korean, I think no artist surpasses Park Rae-hyun and Park Saeng-gwang.”

Finally, when asked what makes a good artwork, Hwang answered, “A good artwork is one that gives me good energy.” “Our society and politics are very chaotic now, but I hope more people who love art emerge. Whether feeling down or happy, listening to music or viewing art helps regulate emotions and gain positive energy. That is why I am in this business. Because it provides positive energy, I hope many people love art, whether visual art or music.”