Jason Haam didn’t stumble into art-world success by pedigree or MBA. He came back to Seoul in the mid-2010s, fresh from military service and an engineering degree, and launched his own gallery in Seongbuk-dong in 2017. L.A. painter Oliver Arms sold out immediately. Soon after, he hosted solo shows for Sarah Lucas and Urs Fischer. But the real “Cinderella story,” was Moka Lee, the young figurative painter he discovered not at a fair or a café, but online, working part-time in a small studio. Now her paintings regularly fetch six-figure sums.
Haam’s discovery was more than a leap of faith, it was an intuition. He recalls seeing her surface technique and thinking it looked almost like marble: flat and luminous, simple yet deep. He knew "he was onto something big" minutes into that digital scroll. It’s a reminder that in the modern art world, genius often begins with a glimpse online, not a gallery reception.
Moka Lee, born 1996 in South Korea, is now celebrated for her analog-looking portraits that reframe social media images into unsettling, layered paintings. She sources anonymous selfies and public selfies, paying subjects small fees for permission. Her works, like Ego Function Error (2022) and Surface Tension 06 (After Nan Goldin) (2024), are haunting and intimate, gliding between voyeurism and intimacy, delivered with precise painterly control.
But how does this translate for today’s gallery or individual curator - especially those without a traditional brick-and-mortar space or coding skills? That’s where LettsArt comes in. Think of it as “Haam’s discovery via no-code”: an intuitive, stylish platform where you can curate exhibitions online, host your artists, drop in high-res images, write your credits, even manage contact forms and inquiries - all without typing a line of code.
Imagine launching your own “online gallery launch” that looks as slick as Jason Haam’s real-world setup, featuring a Moka Lee–level artist. With LettsArt, you can:
Upload artworks and manage exhibitions via drag-and-drop.
Customize your space’s aesthetic to fit the emotional vibe you want.
Promote artists without needing a physical space or developer.
Track interest, inquiries, and even facilitate sales - all in one tidy dashboard.
LettsArt is basically your digital gallery assistant - and far cheaper than renting in Seongbuk-dong.
Here’s the kicker: Haam's move to discover Moka Lee online isn’t a one-off. It’s the future. LettsArt is built for that future. A future that empowers curator-gallerists-artists to show, discover, promote, and sell art online with elegance and speed. Artists can get discovered or just do it themselves. You don’t need an engineering degree or an investor background. Just passion and a few good images.
So ask yourself: If Haam’s instinct, paired with a fluid platform like this, could launch Moka Lee into the global Vanguard - and you have a Moka Lee in your network - what are you waiting for?
Discover your inner Haam. Start your own online gallery on LettsArt today.
