Rising actor Kim Jae-won, celebrity Yoo Hye-won, etc.
Treating 30 people by combining trends and personalities
Challenging ‘complaint system’ with no concessions on completeness
“We will leap to the No. 1 aesthetic dental clinic in Korea”
Influencers with more than 1 million followers are flocking to the Gangnam branch of Mini Shi Chi Clinic. More than 30 celebrities have received treatment, including Couple Palace 2’s Yoo Hye Won, actor Kim Jae Won from “OkCupid,” and “Soft Beans” actor Cho Yeon Woo.
Within six months of opening, it had gone viral and was dubbed an “influencer mecca.
The secret to the popularity of the Gangnam branch is the aesthetic design of CEO Lee Joo-hong and director Lee Ae-na, who read the senses of Generation MZ, who emphasize “feeling like you didn’t do anything.”
Understanding the MZ sensibility that it’s okay to look a little off, rather than imposing a schematic standard on a patient, but still drive natural, tangible improvement.
The branding of the clinics also played a role. In a time when the criteria for choosing a dentist has shifted to “who’s doing the work,” Dr. Lee has positioned himself as an “idol doctor” and “minish kimson.
Dr. Lee’s ability to communicate with foreign patients and provide personalized care has earned her a high level of satisfaction from her international clients. The fact that they are both veterans with over 30,000 procedures under their belts also plays a big role in gaining their patients’ trust.
Premium care is another differentiator. Unlike the low-end “factory dentists” that flood Gangnam, the Gangnam branch spends two to three times as much time with patients. It focuses on the quality of care rather than sales.
“We are increasing satisfaction by providing sufficient counseling and predicting the outcome before the procedure,” said Dr. Lee Joo-hong, CEO of the clinic, “and the number of referrals is steadily increasing as we aim for zero complaints.”
The feeds range from daily clinic routines with Meta Glasses, to reviews of overseas seminars, to content about Minish and its philosophy of care. “Our social media presence goes beyond promoting our clinic to building trust with our patients,” says Dr. Lee, “and we do this because we are confident in our treatment.”
The Gangnam branch inherits Minish’s philosophy of “preserving natural teeth,” but has created its own fan base by combining youthful, sophisticated colors and MZ sensibility. “We will grow Gangnam into the No. 1 aesthetic dental clinic in Korea that reflects the latest trends and respects patients’ individuality,” said Dr. Lee.
