Companies team up to bridge aesthetic gap in cosmetic surgery industry

A multitude of billboards for cosmetic surgery clinics line a street in Apgujeong, southern Seoul in this 2012 file photo. / Korea Times file

By Celeste Kriel

Banobagi Plastic Surgery and Aesthetics have teamed up with medical concierge company Seoul Cosmetic Surgery to assist in bridging the Korean cosmetic surgery industry and the unique medical and aesthetic needs of expats in Korea, as well as tourists coming to Korea specifically for cosmetic treatments and surgeries. They have recently been hosting events specifically for foreigners in Korea to educate them on safe practices within the industry.

With "K-everything" (K-pop, K-drama, K-beauty) becoming a ubiquitous rising trend in many facets of culture around the world, the Korean beauty industry has been making a name for itself in various facets including makeup, skincare and cosmetic surgery, while Seoul has become one of the most desired destinations for plastic surgery because of its highly experienced doctors, and advanced techniques and technology.

While social media has influenced the normalization of cosmetic surgery, it is still relatively taboo in most countries. However, here the streets of Gangnam District are dotted with aesthetic dermatology clinics on almost every corner, and it's not uncommon to spot heavily bandaged tourists walking nonchalantly among the crowds in areas such as Myeongdong, the most popular of Seoul's shopping districts.

Banobagi is situated in the upscale area of Cheongdam-dong, also in Gangnam. It is an advanced medical center offering all specialties of plastic surgery and aesthetic treatments including some non-invasive procedures unique to Korea, and they have joined hands with Seoul Cosmetic Surgery, a government licensed medical tourism agency that curates the best doctors and clinics for their foreign customers.

While some of those customers specifically come to Korea because they aspire to Korean beauty standards, patients from outside of Asia coming to Seoul for the city's sought-after doctors and advanced technology often have very different beauty ideals. The beauty experts at Seoul Cosmetic Surgery serve to bridge the gap between the patient's desired outcomes and the doctor's expertise.
Mona Lisa Hanson, CMO of Seoul Cosmetic surgery believes the quality of cosmetic surgery in Korea is perhaps unrivaled.

"Korea is one of the best places, if not the best, for cosmetic surgery and many medical procedures. The competition in this industry drives excellence and innovation, which is passed on to the customer," Hanson told The Korea Times.

The boutique agency works with foreign patients from all over the world but largely caters to patients from Western countries, who may have different aesthetic expectations.

"A good percentage of medical tourism agencies target Asia, specifically China, however we knew that there was a viable market in the West of people who would be interested in coming to Korea because of the growing interest in K-pop, K-beauty and other Hallyu categories. As a woman of color, I wanted to bridge the gap between the East and the West," she said.

"Our vision was to effectively bring the best of Korean beauty, surgical know-how and innovation to a Western market."

Hanson and her Korean business partner CEO Young Min Seol, a product development specialist, have their fingers on the pulse of the local market and know which doctors and clinics are especially foreign friendly.

"Oftentimes, when people come by themselves without an advocate, there are a lot of things that can fall between the cracks," Hanson said. She noted one benefit of her partnership with Young is that "we are able to communicate well with the doctors since I understand more of the customer's Western beauty standards which is conveyed to my partner, which he then translates to the doctors."

Irene Ji, a representative from Banobagi agreed that more and more patients from Western countries are looking to Korea as a cosmetic surgery mecca. The clinic and its doctors strive to provide individualized surgery based on maintaining the patient's ethnicity, as well as safety.

"Ever since the opening, we have been focused on not only great surgery results customized to the individual's situation and desire, but also the safety for our patients. Our good reputation also has been constantly growing with zero accidents for almost 20 years now. Even doctors from overseas visit our clinic to learn from our surgeons," said Ji.

Amid the increased risk of cancer associated with a certain type of textured breast implants, the latest presentation hosted by Seoul Cosmetic Surgery and Banobagi aimed to educate participants on the risks of breast implants and to introduce what they believe is a safer alternative.

Visit engbanobagi.com/ and seoulcosmeticsurgery.com/ for more information.
celeste.gabrielle.kriel@gmail.com

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