Matthew Slotover

Seoul is so popular.

It's amazing.

I mean, Seoul, for sponsorship anyway, Seoul is the one that everyone wants to be part of.

I mean, that's the most in-demand fair.

It's so dynamic.

And in Asia, you know, China's complicated.

Hong Kong's complicated.

Japan, I love Japan, but difficult to do things there, expensive.

But Seoul has got the...

I always think it's got the dynamism of China and the taste of Japan.

I mean, it's just the best combination.

And people just love going there.

It's an easy place to go.

And it's also got, yeah, incredibly dynamic.

I mean, that's very interesting.

So that it was really backed by the government.

So they actually looked at the Arts Council and the British Council in the mid-90s when their economy crashed.

And they're like, how are we going to get out of this?

and they supported music art technology and said we can invest in this they looked at the british council as their model and they're like this works you know everyone knows about britain's soft power and and the arts in the uk we want korea to be like that and you know look at it now look at k-pop i mean it's like the whole of the world and fashion i mean fashion such it's such a leading city for fashion

And the art things you go to, I mean, the art during Freeze, it's probably only like London in the way that Freeze takes over the city.