JAF established its existence as a contemporary fine arts fair which is not focused on the market, by changing its name as Art Jogja or ARTJOG. As the curator, Aminudin T.H. Siregar offered `Indonesian Art Now: The Strategies of Being` as the curatorial theme to 160 participants. There were three commission works made by Eko Nugroho, Yudi Sulistyo and Budi Adi Nugroho. Aside from displaying the works, some artists were invited to participate in Merchandise|Project program.