AIA Life Insurance to Participate in Frieze Seoul 2026, Expanding Customer Touchpoints

[Financial News] AIA Life Insurance will showcase differentiated art and culture programs for VIP customers through the global art fair Frieze Seoul 2026.
AIA Life Insurance said on the 1st that it will take part in Frieze Seoul 2026, held from Sept. 2 to 5 at COEX in Gangnam-gu, Seoul, and run a variety of programs that combine customer well-being, personal growth and cultural experiences.
The event was designed to extend the company's mission of supporting "a healthier, longer, better life" into customer experiences.
On Sept. 2, the company will host an exclusive docent tour for selected VIP customers as part of its "AIA Only Experience" program. Art expert Choi Sun-hee, head of Art & Choice, will personally introduce contemporary art and works by major artists, while sharing related insights.
A special project highlighting Yoo Youngkuk (YYK), regarded as a pioneer of Korean abstract art, will also be unveiled. In collaboration with the Yoo Youngkuk Art and Culture Foundation, AIA Life Insurance will feature content inspired by the artist's signature mountain motif in Frieze Week Seoul 2026 magazine. The company also plans to produce limited-edition goods inspired by the works and present them to customers.
In addition, the company will launch a program that connects offline cultural experiences with digital content by using QR codes to introduce AIA Life Insurance's brand and services.
Ji-Ye Hwang, head of the Marketing Division at AIA Life Insurance, said, "Through our participation in Frieze Seoul and our collaboration with the Yoo Youngkuk Art and Culture Foundation, we have created an opportunity to connect art, culture and people's aspirations for new possibilities." She added, "We will continue to provide special experiences and value that match changing customer interests and lifestyles." 

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