“The Essence of Teeth” Season 2 to Resume Next Month
Sharing Philosophy and Vision as a Doctor and Executive
A 12-episode series airing once a month in a mini-documentary format
Social contribution initiatives, including dental treatment for descendants of meritorious citizens
A series examining the choices CEO Kang Jeong-ho has made and the relentless efforts he has undertaken to preserve natural teeth.
Season 2 of CEO Kang’s official YouTube channel, “The Essence of Teeth,” which had been on hiatus for 10 months, will resume in October with a new concept. Since its launch in 2020, the channel—which originally focused on conveying dental knowledge and treatment philosophies in an accessible manner—has shifted its direction to become a human-interest documentary that follows the stories of CEO Kang and Minish.
This series consists of 12 episodes and will run for one year. One 10–15-minute long-form video will be released during the first week of each month, along with two short-form videos each week. The first video is scheduled to be uploaded during the second week of October.
The goal of this season is not to explain Minish through rote instruction, but to help viewers naturally understand Minish through the life of Kang Jeong-ho. Much like * <인간극장>*, the approach involves following the life and philosophy of one individual, which in turn helps viewers understand the brand and become fans. The plan is to incorporate the message—”a person who delves deeply into a single field and expands their standards into technology and systems”—into the videos.
It also highlights that Minish provides precise treatments that restore the teeth’s original function. It dispels the common misconception that these are merely cosmetic or expensive treatments, while comprehensively conveying not only the doctor’s sense of mission but also his vision as a business leader.
The spectrum of content is also rich and varied. It goes beyond CEO Kang’s personal story to include episodes of social contribution, such as helping restore the teeth of those who have dedicated themselves to the nation and society—including firefighters and descendants of independence activists. This is further enhanced by vivid on-site coverage of the company’s expansion into Japan and stories featuring celebrities.
Moving away from the previous approach of casual smartphone footage, the production team collaborated with professional external crews and used specialized equipment to enhance the sense of realism and immersion. Kang Chan-hee, Deputy Director of the Clinic’s Content Team, and Lim Chae-min, a Senior Staff Member, also participated in the filming.
Jang Se-jin, Deputy Director of the Influencer Team and the overall producer of Season 2, stated, “The essence of ‘Teeth’ will not be limited to a mere external promotional channel; it will become content that instills a sense of pride as a ‘Mini-Shin,’” and “We aim to reach 100,000 subscribers early on and display the Silver Button in the executive office.”
