The Square Dental Clinic · Dr. Hong Jun-ki Analysis Report

Key Highlights

Elite Medical Background

The Square Dental Clinic features a medical team composed entirely of Seoul National University alumni, led by Dr. Hong Jun-ki, a Ph.D. in Prosthodontics from SNU.

Aesthetic & Restorative Specialization

A certified "Minish Member Clinic," with Dr. Hong actively serving as an international lecturer on Minish technology (minimal prep veneers) and tooth preservation strategies.

Premium Infrastructure

Located in the landmark D-Tower in Gwanghwamun, featuring an in-house digital laboratory, a dedicated oral care flagship store ("Kiwa Shop"), and advanced sleep anesthesia systems.

Patient-Centric Philosophy

Emphasizes "Designing the First Impression" and "Healthy is Beautiful," focusing on natural aesthetics combined with functional restoration, supported by collaborative diagnosis.

Dr. Hong Jun-ki: Profile & Philosophy

Academic and Professional Background

Education:
- Bachelor of Science: Seoul National University, College of Natural Sciences
- Master of Dentistry: Seoul National University, School of Dentistry
- Ph.D. in Dentistry (Prosthodontics): Seoul National University, School of Dentistry
Specialization:
- Specialist in Prosthodontics
- Board-certified Specialist in Integrated Dentistry by the Ministry of Health and Welfare
Professional History:
- Former Director at Seoul Hoon Dental Clinic
- Current Representative Director at The Square Dental Clinic (Gwanghwamun)
- Completion of the Minish Academy (2022) and serves as a key opinion leader and educator for Minish Technology

Clinical Philosophy and Approach

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"Designing the First Impression" and "Designing Beautiful Youth"

Dr. Hong's philosophy integrates functional recovery with aesthetic enhancement, viewing dental treatment as a means to improve a patient's quality of life and confidence.

Preservation of Natural Teeth:

Prioritizes minimal intervention to save natural teeth whenever possible, even in cases of significant damage.
Evidence-Based Practice:

Emphasizes "Biomimetic Dentistry" and "Adhesive Dentistry," applying scientific principles to replicate natural tooth properties in restoration.

International Academic Activities

Japan (Tokyo):

In February 2025, Dr. Hong served as a lecturer at the first "Minish Seminar" held in Tokyo. He presented clinical cases to over 100 Japanese dentists, discussing the application of Minish for aging teeth, fractures, and alignment correction.

United States (California):

He was invited as a speaker for the "Minish Course" held in Orange County, California, where he lectured to US dentists on conservative treatment methods using Minish, including complex cases involving molar restoration.

The Square Dental Clinic: Institutional Analysis

Location and Scale

The clinic is strategically located in the **D-Tower** in Cheongjin-dong, Jongno-gu, Seoul. This location is a prime business district (CBD) near Gwanghwamun Station and Jonggak Station, catering to a demographic of office workers, professionals, and medical tourists.

**Facility Structure:** The clinic operates on a large scale with a multi-level structure, including a Lobby Floor, a Clinical Floor, and a separate retail space known as the "Kiwa Shop".
**Interior Design:** The interior is designed to reflect a modern and premium aesthetic, utilizing a duplex structure with a central staircase and design motifs inspired by traditional Korean rafters (seokkarae) in the lobby ceiling.

Medical Team Composition

A defining characteristic of The Square Dental Clinic is its **"All-SNU" medical team**. The clinic promotes the fact that its primary medical staff are alumni of Seoul National University, which is widely regarded as the top dental school in South Korea.

Collaborative Diagnosis Team:

**Dr. Im Jong-woo (Representative Director):** Integrated Dentistry Specialist, Implant focus
**Dr. Hong Jun-ki (Representative Director):** Prosthodontics Ph.D., Minish & Aesthetics focus
**Dr. Lee Eun-hyuk:** Prosthodontics Specialist, Ph.D.
**Dr. Cho Jun-sang:** Orthodontics Specialist, Ph.D.
**Dr. Im Hee-jae:** Principal Ph.D., Digital Prosthodontics

Advanced Infrastructure & Safety Systems

The clinic invests heavily in digital dentistry and safety protocols to ensure precision and patient trust.

**In-House Digital Laboratory:** The clinic operates a large-scale digital dental laboratory within the facility. This allows for the rapid and precise fabrication of prosthetics (crowns, laminates) under the direct supervision of the medical staff, reducing error margins and waiting times.
**Sterilization System:** A 12-step sterilization and disinfection system is in place, with dedicated sterilization personnel to prevent cross-infection. The clinic adheres to a "1 patient, 1 instrument" policy.
**Sleep Anesthesia Safety:** For patients with dental phobia, the clinic offers conscious sedation (sleep dentistry). The facility is equipped with real-time monitoring systems and emergency response equipment to ensure safety during these procedures.

Unique Brand Extension: KIWA Shop

A distinctive feature of The Square Dental Clinic is its expansion into the lifestyle retail sector through the **"Kiwa Shop" (키와샵)**, an oral hygiene flagship store located within the D-Tower complex, operated directly by the clinic.

**Concept:** "Kiwa" is an oral hygiene flagship store located within the D-Tower complex, operated directly by the clinic. The brand concept is based on the color "White" (Baek), symbolizing purity, cleanliness, and the fundamental color of teeth and bones.
**Function:** It serves as a "Shop & Spa," selling expert-grade oral care products developed or selected by the clinic's medical team. It aims to integrate professional oral care into patients' daily lifestyles.
**Design:** The shop's interior utilizes gradients of white and ivory to reflect the texture and depth of teeth, with large mirrors inspired by dental mirrors acting as central objets d'art.

Major Clinical Procedures and Expertise

Minish (Advanced Laminate/Veneer)

Under Dr. Hong Jun-ki’s leadership, the clinic is a certified **Minish Member Clinic**, a specialized form of laminate treatment that emphasizes minimal tooth reduction.

**Scope of Application:** Beyond simple cosmetic improvement for anterior teeth, Dr. Hong utilizes Minish for functional recovery. This includes treating tooth wear, discoloration, fractures, and even restoring molars that would traditionally require crowns.
**Molar Restoration:** Dr. Hong has presented cases where broken molars with remaining healthy structure were restored using Minish instead of full crowns, highlighting a preservation-centric approach.
**Alternative to Orthodontics:** For patients with time constraints, Minish is offered as an alternative to correct minor misalignments and improve tooth shape and color simultaneously.

Implantology

The clinic specializes in high-difficulty implant cases, offering a "Total Solution" covering various dental disciplines, with specific recognition for complex implants.

**Full Mouth & Sleep Implants:** They perform full-mouth reconstructions and utilize sleep anesthesia to reduce patient anxiety.
**Digital Navigation:** The use of 3D digital diagnostics allows for precise planning of implant placement, often enabling "One-Day" placement and prosthesis in suitable cases.

Orthodontics

The orthodontic department is led by a board-certified orthodontist from SNU, providing comprehensive alignment solutions.

**Treatments:** Services include traditional braces, Invisalign (clear aligners), and partial orthodontics.
**Integration:** Orthodontic treatment is often coordinated with aesthetic procedures (like Minish) to achieve optimal functional and cosmetic results.

Reputation and Market Perception

Patient Reviews and Sentiment

Analysis of patient feedback from various platforms (Naver, Gangnam Unni, Modoodoc) reveals a generally positive reputation.

High Satisfaction:

The clinic maintains high ratings (e.g., 4.9/5 on Medi-Hi analysis based on Naver reviews). Patients frequently cite the "kindness of the director and staff," "detailed explanations," and "natural results of Minish/Laminate procedures" as key strengths.
Trust Factors:

Reviews often mention the "absence of overtreatment" (conscientious diagnosis) and the convenience of night clinics for office workers in the Gwanghwamun area.
Areas of Complaint:

A small minority of negative feedback (approx. 0.8%) relates to misunderstandings regarding specialist availability or dissatisfaction with consultation responses, which is typical for high-volume clinics.

Media and Industry Recognition

The clinic and its director are recognized in the dental industry for their thought leadership and contributions.

Thought Leadership:

Dr. Hong Jun-ki is recognized in the industry as a thought leader in aesthetic prosthodontics. His invitations to lecture in Japan and the US demonstrate that his clinical protocols are respected internationally.
Press Coverage:

The clinic is frequently featured in dental industry news regarding its adoption of new technologies and participation in global seminars.

Conclusion

**The Square Dental Clinic** represents a modern, high-end dental institution that successfully blends academic rigor with commercial aesthetic appeal. Under the leadership of **Dr. Hong Jun-ki**, the clinic has carved a niche in the competitive Seoul market by focusing on:

Expertise

Leveraging the prestige of Seoul National University alumni and Ph.D.-level specialization.

Technology

Adopting advanced preservation techniques like Minish and maintaining full digital workflows.

Patient Experience

Enhancing the service model through sleep dentistry, a premium location, and the unique "Kiwa" retail concept.

For patients, the clinic offers a comprehensive "Total Solution" ranging from basic care to complex rehabilitation, with a strong emphasis on preserving natural tooth structure. For the industry, Dr. Hong’s activities highlight a shift towards minimally invasive aesthetic dentistry, positioning the clinic as a forward-thinking leader in the field.