[Edaily Reporter KYUNG GYEYOUNG ] #Shinsegae Co.,Ltd is accelerating its cultural management strategy—which combines retail and art—by participating as an official headline partner in the global art fair “Frieze Seoul.”

Shinsegae Co.,Ltd announced on the 3rd that it will participate as the official headline partner in “Frieze Seoul 2026,” which will take place next month, and will continue the partnership through 2030. Shinsegae Co.,Ltd is the first domestic retail company to participate as a headline partner.

Frieze Seoul is the first and only Asian edition of the Frieze art fair, which originated in the UK in 2003, and is held in Seoul, South Korea. This year’s fair, taking place September 2–5, will feature approximately 125 galleries from over 30 countries worldwide.

This partnership stems from Shinsegae Co.,Ltd Chairman Chung Yong-jin’s management philosophy of “creating cultural spaces within everyday life where customers want to linger.” To achieve the retail innovation emphasized by Chairman Chung—capturing customers’ time and experiences—Shinsegae Co.,Ltd has focused on transforming shopping spaces from mere places to purchase goods into multifaceted lifestyle destinations that blend culture, art, gastronomy, and entertainment. It is reported that Chairman Jeong personally led the entire negotiation process for this partnership and devoted exceptional effort to it.

Chairman Chung Yong-jin stated, “Content that provides new experiences to customers is Shinsegae Co.,Ltd’s core asset and competitive edge,” adding, “Through our collaboration with Frieze Seoul, we will create a differentiated customer experience where retail and art blend naturally, and further strengthen the competitiveness of Shinsegae Co.,Ltd’s unique lifestyle platform.”

Shinsegae Co.,Ltd plans to use this partnership as an opportunity to establish a foundation for active exchanges in Korea among renowned domestic and international galleries, artists, collectors, and cultural and arts institutions. It also plans to contribute to raising the international standing of the domestic art market. Since opening “Shinsegae Gallery”—the first art space in the Korean retail industry—in 1963, Shinsegae Co.,Ltd has contributed to the popularization of art through initiatives such as the “Byeolmadang Library” at Starfield and the “Hidden Art Tour” at Joseon Hotel & Resorts.

At Frieze Seoul, Shinsegae Co.,Ltd plans to create a dedicated Shinsegae lounge open to the public. By combining the spatial planning capabilities and lifestyle content of its affiliate companies, the group will showcase its unique artistic sensibility and cultural experiences.

Through this partnership, Shinsegae Co.,Ltd aims to expand art into a culture that anyone can naturally enjoy in their daily lives and to strengthen its role as a platform that connects customers and society through culture and the arts.

In addition, Shinsegae Co.,Ltd aims to pursue this partnership as a long-term project, contributing not only to Frieze Seoul’s establishment as a global art platform but also to Korea’s growth as a hub for culture and the arts in Asia. The group plans to strengthen collaboration with domestic cultural and arts institutions and expand exchanges with overseas cultural and arts networks.

A Shinsegae Co.,Ltd official stated, “Building on our participation as a headline partner for Frieze Seoul, we plan to continue expanding various initiatives that bridge art and everyday life,” adding, “We will continue to set new standards for customer experience through world-class cultural and artistic content and contribute to strengthening the global competitiveness of Korean culture and the arts.”