Seoul According to: Ed Tang of Art Bureau

Ed Tang’s independent advisory service Art Bureau works with both private collectors and institutions. It’s based in three global art locations – Hong Kong, London and New York – following the founder’s own trajectory. As a frequent traveller, engaging with artists and collectors, and immersing himself in the art world at large, Tang has added Seoul to his packed itinerary as an essential destination. He talks about the influence of Korean popular culture on the global stage, the city’s rich cultural heritage and tradition, its ambitious museum exhibitions, and where to find the perfect gift – from beauty products to ceramics. 

Monica Jae Yeon Moon What is your relationship with Seoul?

Ed Tang Being from Hong Kong – growing up there – Korea’s always been in the region. It was never an alien destination. So visiting the city when Frieze Seoul launched wasn’t an overnight thing: we weren’t jumping on the bandwagon, so to speak.

The art scene there is changing very fast and becoming very interesting. It’s not one of those places that you go once a year; I go multiple times a year and every time there’s a new show to see, and new collectors and artists to meet.

MM What other kinds of change do you see in Korea’s art scene?

ET Well, as you know, Korea has a rich lineage of art. In the 20th century, it saw wonderful artists, including those of the dansaekhwa movement, who have become sort of historical figures. Against that backdrop, there’s now a tidal wave of different art forms and artists emerging.

I will say that Seoul’s magic doesn’t reside purely in Seoul. Korean artists travel and work internationally too. Most recently, the artist Haneyl Choi, whom I’ve come to know through our network, visited us in New York and we went to see shows together. It’s not a one-way street; there’s a constant stream of exchange, which I really enjoy.

Seoul’s magic doesn’t reside purely in Seoul. Ed Tang

MM What do you think attracts collectors to Seoul?

ET Seoul has many merits and maybe it’s a part of the world that’s not as familiar as, say, New York. I think that sense of curiosity and excitement goes a long way and is very important. The ‘Korean Wave’ in particular has had a global impact, whether that’s Korean cinema, literature, TV shows or music. It’s really seeped into the world stage. You can’t overestimate how the K-wave has shaped contemporary culture on a global scale.

For instance, I have friends who go to Seoul during the art fair who don’t collect art, but have an interest in experiencing Seoul and all that it has to offer. It’s not just collectors walking into a museum; it’s audiences from varied backgrounds and that’s important.

You can’t overestimate how the K-wave has shaped contemporary culture on a global scale. Ed Tang

MM What kinds of issues – political, local or artistic – are you interested in these days?

ET I’m fascinated with technology and what it enables us to do – and what it promises to do. I don’t necessarily mean digital art, but going back to what I said to collectors or people being informed in general. In other words, art market intelligence. Social media has really changed the way people are informed about new artists, exhibitions and pop-up shows.

Seoul attracts collectors from every sort of background. What I’ve observed is that with some of the younger collectors, it’s evident that they’re looking at art, questioning it and engaging with it. This is not particular to Korea, but they have a lot of information at their fingertips. They are more equipped to ask questions and keep themselves informed.

MM What do you think makes Seoul unique as an art destination?

ET Seoul’s not just about flashy contemporary galleries; it’s places like the Furniture Museum, for instance, which is unique and very charming. It integrates architecture, furniture and folk art, which makes it so much richer than just going to see new things. That heritage is also a great resource for artists to refer to and draw inspiration from.

Seoul’s not just about flashy contemporary galleries ... heritage is also a great resource for artists to refer to and draw inspiration from. Ed Tang

MM Which exhibitions in Seoul have stood out for you recently?

ET I was there in April and saw the Pierre Huyghe exhibition at the Leeum Museum. They set the gold standard for shows. More recently, they did a sort of collection rehang, which I love because it really shows how a collection is formed: with research, connoisseurship and dedication to art. It’s very inspiring to see how that collection came about and how they continue to collect.

MM Any exhibitions you’re looking forward to seeing during Frieze Seoul?

I’m looking forward to seeing Mark Bradford’s exhibition at the Amorepacific Museum of Art. He’s not an artist who has had a lot of large-scale shows in Asia, so that’s exciting.

MM What are your go-to spots in Seoul?

ET My favourite is the Gold Pig. It's a Korean barbecue place, but only pork. Obviously, no trip to Seoul is complete until you go to Olive Young, the drug store. For fashion, I love local brands Recto and Post-Archive Faction (PAF). I find the Shilla Hotel supremely comfortable and welcoming and that’s where I like to stay. One of my favourite shops is Sikijang: they sell great ceramics and homeware by local artists and artisans – perfect for gifts. Finally, this is not in Seoul, but I also love to spend time at Paradise City in Incheon. They always host a great exhibit during Frieze – this year will be Joel Mesler. And they have the most amazing spa!

MM What’s the best thing about Seoul?

ET I love Korean hospitality. It’s very different from China or Japan. They’re more open to foreigners, and they’re very generous and warm. A lot of doors were opened for us during our early visits and we’ve made very good friends and have a really good network there.

MM And what’s the worst thing about Seoul?

ET The distance from New York!

Further Information 

Frieze Seoul, COEX, 3 – 6 September 2025.   

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Frieze Seoul is supported by Headline Partner LG OLED, in a collaboration that merges the worlds of art and technology, and Global Lead Partner Deutsche Bank, continuing over two decades of shared commitment to artistic excellence.