Seoul Illustration Fair V.21

Four Days When COEX C Hall Becomes an Entire Art Market

When the door to COEX C Hall opens in midsummer, the space turns into a giant art shop. The Seoul Illustration Fair, shortened to "Seoul Ilpe," is an event where illustrators and graphic designers set up their own booths and sell their works and goods directly. Postcards, stickers, posters, picture books, key rings, and journaling materials made by artists line up endlessly, and because each booth has a different drawing style, each section feels like a small solo exhibition. This year's V.21 will be held for four days, from Thursday, July 30 to Sunday, August 2, at COEX C Hall in Samseong-dong. The operating hours are from 10:00 a.m. to 6:00 p.m., and admission closes one hour before the end. The organizers describe it as the largest illustration event in Korea, bringing together about 800 artists and more than 50,000 visitors each time. Not only illustrations, but picture books, independent publishing, character design, webtoons, and calligraphy all gather in one place, making it a great spot to get a full sense of what kind of art is popular in Korea right now.

Buy tickets in advance, check the floor plan, and follow Seoul Ilpe for a day

The first thing to take care of is the ticket. Seoul Ilpe uses a one-day ticket system, so one admission ticket only allows entry for one day, and re-entry on another day is not allowed. However, on the same day, you can leave and come back as long as your admission wristband is not damaged. Based on the previous V.20, the regular price was KRW 15,000 for adults and KRW 9,000 for teenagers, and you could buy tickets at a discounted price through Naver online booking. Tickets can also be purchased on-site at the regular price, but popular weekend tickets may sell out early, and early-bird tickets may close earlier than planned once sold out, so if you already know which day you're going, it's better to reserve in advance. Card payment is accepted. But that refers to the "admission ticket"; the inside artist booths are a different story.

Getting there by subway is the cleanest option. Samseong Station on Line 2 and the Suin–Bundang Line is directly connected to COEX, and you can pass through Starfield Library to reach the C Hall area. Since COEX often hosts multiple events at the same time, the parking lot fills up quickly and parking fees are charged at KRW 4,800 per hour, so the organizers recommend using public transportation. Pre-registration (visitor registration) is required for entry. Buyers receive a KakaoTalk registration link before the event, and after confirming their reservation at the on-site ticket box, they exchange it for an admission wristband and enter C Hall. Even if you have booked in advance, there may be separate lines for the ticket box and for entry, so arriving right after opening is much easier.

Once inside, there are hundreds of booths, so wandering around randomly can wear you out quickly. That is why it is essential to look at the booth map released before the event and plan your route by checking which artists you definitely want to visit. Because the crowd is so large, limited-edition goods from popular artists often sell out before the afternoon. If you have favorite artists, visit them first thing in the morning. There are also many booths that hand out stickers or postcards just for following them on Instagram, so after one lap you'll end up with a stack of small paper items in your hands.

Bring cash and bank transfer money, and don't forget a poster tube

One point that can confuse foreign travelers the most is payment. Admission tickets can be paid for by card, but quite a few artist booths do not accept cards. They usually accept bank transfers, which can be difficult for foreign travelers without a Korean bank account. So if you don't want to miss out on the goods you like, it is safest to bring plenty of cash. Prices range from postcards costing a few thousand won to posters and picture books in the ten-thousand-won range, so it is a good idea to bring a mix of small bills and KRW 10,000 notes.

And packaging is more important than you might expect. If you buy a large poster, A3 or bigger, it can easily get creased, so bringing a poster tube or a sturdy file holder in advance will help you carry your artwork safely. Since it is a midsummer event, the waiting line is indoors, but it can still feel hot, so a handheld fan is surprisingly useful. You'll be walking through the booths all day, so wear comfortable shoes no matter what. English guidance is not very abundant, but since this is an event where you look at and choose art and goods directly, you do not need to speak much. A light gesture or smile with the artists is enough to connect, and since people tend to follow up later through the artists' Instagram accounts, there is not much pressure. The restrooms and rest areas use the COEX facilities as they are, so they are clean, and when you get tired, it is nice to rest at Starfield Library or the basement food court and then go back in.

Highly recommended if you love art and goods

If you love Korean character and illustration goods, are serious about journaling and stationery, or are curious about the "latest Korean art trends," Seoul Ilpe is a place worth setting aside half a day for. It is easy to get to because it is at COEX, and since it is in the middle of Gangnam, it is easy to add other plans before or after. If you just bring enough cash, the rest is something your eyes and hands will enjoy on their own, so I hope you go with an empty bag and return with it filled with art you love.