With Hong Kong and Seoul getting major fairs and global attention from the art world, it’s easy to see how Tokyo can feel a bit like the region’s middle child. On the one hand, there’s a collecting culture going back centuries, and over the years many artists have looked to Japan for inspiration. On the other hand, the nation’s comparatively conservative culture industry & a lack of physical exhibition space have stalled previous attempts to bring the contemporary art market to Tokyo.

I think this is all about to change. We don’t just need to bring our market to Tokyo—they already have one. It’s being built from the ground up, by local and international players with an appreciation for Japan’s art culture, and it’s time for those who haven’t been to start paying attention. We’ve spoken to key insiders and experts across Tokyo’s art world to learn about the ways they’re navigating this emerging market.

And one more thing: Japan, and Asia as a whole, is not a monolith. Yes, the COVID lockdowns and political uncertainty of the past few years have scared away some westerners, but those days are numbered. Tourism is back up, the galleries are starting to poke their heads over the garden wall, and new players are entering every day—which means new opportunities for those ready to take them on. So, leave your preconceived notions at the gate, and read along as we share all we’ve learned about Tokyo’s dynamic art scene.

This Global Guide is sponsored by Pace Gallery, whose inaugural Tokyo exhibition opens in September.

—Josh Baer