JAE MYUNG NOH

JAE MYUNG NOH, FOUNDER OF ART ONO, REVEALED HIS VISION FOR CREATING AN ART FAIR THAT ISN’T CONSTRAINED BY SIZE OR THE NUMBER OF PARTICIPANTS, BUT DRIVEN BY THE CONCEPT OF ‘ONE AND ONLY’ TO CREATE A TRULY UNIQUE EXPERIENCE

TEXT: SARUNKORN ARTHAN
PHOTO COURTESY OF ART ONO EXCEPT AS NOTED

(For Thai, press  here)

Today, South Korea has established itself as one of Asia’s premier hubs for contemporary art. Driven by government initiatives to integrate ‘K-Art’ into the broader ‘K-Culture’ wave, alongside robust market demand, the country has seen an unprecedented surge in art festivals, institutions, and artists eager to exchange both creative experiences and economic value. This is exemplified by major events such as Frieze Seoul and various Biennales scheduled mid-year concurrently. However, no festival feels quite as fresh or singular as ART OnO, an initiative born purely from the vision and dedication of South Korean art collector Jae Myung Noh.

ART OnO stands out with its striking signature yellow, a visual identity that magnetically draws the eye and invites curious exploration. For its 2026 edition, the fair is expanding its boundaries even further, shedding the traditional image of a local art fair to become a global platform where no ‘borders’ can limit creative thought.

art4d meets with Jae Myung Noh, the founder of ART OnO, whose journey evolved from a personal passion for collecting to creating a truly ‘one and only’ art festival. We sat down to discuss the philosophy behind the fair’s bold yellow identity, his perspectives on the modern art world, and why being ‘the only one’ matters more than being ‘the biggest.’

art4d: What exactly is ART OnO, and how did the concept for this fair come to life?

Jae Myung Noh: ART OnO stands for ‘Art One and Only’. From the very beginning, we wanted to be unique and distinct from other fairs. Our direction isn’t about being the biggest or the best; it’s about being the one and only. Honestly, creating something different in Asia—not just in Korea—is incredibly challenging because it may not be highly profitable initially. That’s why I started it on my own. However, I truly believe that it will become both sustainable and profitable over time.

art4d: If ART OnO were a human being, what would its personality be like? What would its MBTI type be?

JN: I would say it would probably be an ‘E’ (Extrovert) because the fair is young, energetic, and fresh all at once.

art4d: As an art collector yourself, how do you design this festival to maintain the right balance between commercial success and educational value?

JN: We are not perfect yet, and we never will be. However, we are constantly trying to find that sweet spot between the commercial and non-commercial aspects. I believe that presenting something different might make people a little uncomfortable at first. But over time, they will realize it’s unique and a departure from the usual art fair format—and that ultimately brings a positive outcome for everyone involved.

art4d: What is the defining character of ART OnO that cannot be found in any other art fair?

JN: We are definitely not chasing short-term profits. We are focused on the long run, which allows us to build a stronger brand, elevate the overall quality of the fair, and make the right actions. Over the next one or two decades, we want to be recognized worldwide as truly ‘the one and only’ art fair.

art4d: Could you share your thoughts and feelings regarding the past two editions of ART OnO?

JN: It has been an incredible journey. I’ve invested a tremendous amount of capital, resources, and time into building this fair and it’s team. At the same time, I’m deeply grateful to everyone who has supported ART OnO and followed its growth. In Korea today, hundreds of art fairs are held annually, so I know it is highly unusual for a new fair to gain this much traction and attention after only two or three years. My team and the participants have done a fantastic job, and it’s a true pleasure to see so many returning exhibitors alongside new exhibitors.

art4d: From a collector’s perspective, what is your view on the current international art scene and the prevailing trends in contemporary art?

JN: Everything is changing so incredibly fast. Many people have become accustomed to visual shocks—things that are loud and catch the eye at first glance. Personally, I pay a lot of attention to the process of creating artwork, not just the final result. The goal of ART OnO is to highlight that creative process and give people a meaningful reason to visit the fair.

art4d: What is the primary challenge for ART OnO in this latest edition?

JN: It gets more challenging every year because we always want to serve something fresh and continuously evolve. That raises the bar for everyone. If you just want to do the exact same thing every year, it’s much easier!

art4d: How do you see ART OnO sustaining its presence and standing in both the Korean and international art scenes in the long run?

JN: We aim to be a positive force for the entire art ecosystem. We aren’t just thinking about the fair itself; we genuinely want to spark meaningful changes in the broader art scenes of Korea and Asia. If we can achieve that, the rewards will naturally follow in many different ways.

art4d: In a world increasingly saturated with AI-generated art, why is the concept of being ‘One and Only’ still vital? Why does uniqueness matter now more than ever?

JN: Now that we have AI and advanced technology, I believe that showcasing something authentically human—something that cannot be generated by AI—is more critical than ever. And its importance will only grow in the future.

art4d: Beyond South Korea, do you have any plans to host the festival abroad? For instance, in a country like Thailand, Hong Kong, or Singapore, which is a hub for diverse artists and a global tourism center?

JN: Surprisingly, we get this question quite often from the media and international collectors, and we occasionally receive inquiries about launching new branches abroad. It’s definitely not something we’re ruling out; it might happen at some point. That’s actually why we didn’t put ‘Seoul’ in the name ART OnO. We don’t want to limit ourselves geographically. So yes, international editions could absolutely happen!

art4d: Looking ahead a decade from now, what is your ultimate vision for ART OnO? What will the festival look like then?

JN: Our North Star will always be ‘One and Only.’ We will keep heading in that same direction. We don’t care about the scale or size of the fair; what matters most to us is quality and diversity.

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