It’s easy to imagine that if you want to sell internationally, you need to tailor your work to fit the style and tastes of a specific region. And it’s true—cultural heritage and local traditions can influence what art resonates in a given place. But if you focus too narrowly on those assumptions, you risk overlooking the biggest driver of art sales worldwide: emotional connection.
Cultural Background Shapes Preference—But Doesn’t Define It
When you spend time in a particular city or country, you’ll often see themes, subjects, and styles that reflect the local culture. This might be the influence of a nation’s art history, its landscapes, or its traditions in craft and design. These factors can certainly shape the kinds of work that are most visible and most purchased in that area.
I love visiting galleries and museums in different parts of the world for exactly this reason. It’s fascinating to see what is unique to each place—the motifs, materials, and color palettes that feel rooted in local identity. But what’s just as interesting is what remains the same: the way great art draws people in, no matter where it was made or what it depicts.
Emotional Connection Crosses Borders
While regional trends exist, they’re not absolute. Collectors everywhere respond first to the feeling a piece gives them. A collector in Tokyo might fall in love with a painting of the Arizona desert because it reminds them of a meaningful trip. Someone in rural England might be drawn to a bold, contemporary abstract because it fits perfectly in a modern home.
In other words, cultural background might influence what someone expects to like, but the final decision often comes down to a personal, emotional response.
Don’t Let Regional Trends Limit Your Reach
Understanding market nuances is valuable. If your work naturally aligns with a particular cultural aesthetic, you may have an easier time finding buyers in that market. But that shouldn’t stop you from casting a wide net. The art world today is interconnected, and galleries and collectors are accustomed to seeing—and buying—work from all over the globe.
Aim for Broad Exposure, Stay Aware of Nuance
Your best approach is twofold:
-
Seek exposure in diverse markets. You never know where the right collector might be.
-
Stay aware of regional preferences. If you’re targeting a specific area, understand what tends to sell there, but don’t try to force your work into a mold that doesn’t fit.
By doing both, you open the door to opportunities you might never have predicted while still being strategic about where and how you present your work.