Shinsegae Group named headline partner for Frieze Seoul 2026
Translated from Korean, summarized and contextualized by DistantNews.
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New plan
- Shinsegae Group will serve as the headline partner for the Frieze Seoul 2026 art fair, a role it will hold for five years until 2030.
- This partnership marks the first time a domestic retail company in South Korea has become a headline partner for Frieze.
- The collaboration aims to create a unique customer experience where retail and art naturally blend, strengthening Shinsegae's lifestyle platform competitiveness.
Shinsegae Group has secured the prestigious headline partner status for Frieze Seoul 2026, marking a significant five-year commitment through 2030. This makes Shinsegae the first South Korean retail company to achieve this top-tier partnership with the globally renowned art fair.
Frieze Seoul, which began in the UK, selected Seoul as its first Asian host city in 2022. Shinsegae's involvement aligns with Chairman Chung Yong-jin's vision of creating "cultural spaces within everyday life where customers want to stay." The chairman personally spearheaded the partnership negotiations.
We will create a differentiated customer experience where retail and art naturally blend.
"Through collaboration with Frieze Seoul, we will create a differentiated customer experience where retail and art naturally blend," Chairman Chung stated. "We will strengthen Shinsegae's unique lifestyle platform competitiveness."
We will strengthen Shinsegae's unique lifestyle platform competitiveness.
DistantNews Editorial
Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.
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