Executive Summary
20+ Years of Excellence
Banobagi is a leading large-scale medical institution, operating for over 20 years in Gangnam, Seoul, since its establishment in 2000 by four Seoul National University alumni.
Specialist Collaboration
The clinic built brand trust early on by establishing a system where specialists in each field collaborate, focusing on patient safety and natural beauty.
Facial Contouring Authority
Representative Director Oh Chang-hyun is a board-certified plastic surgeon from SNU Hospital and an authority in facial contouring and orthognathic surgery.
Public Recognition & Philosophy
He gained recognition through 'Let Me In' and advocates a surgical philosophy that pursues both functional improvement and aesthetic harmony.
Representative Director Oh Chang-hyun
Expertise & Philosophy
Director Oh Chang-hyun's main fields of practice are **Facial Contouring (Square Jaw, Zygoma Reduction, Genioplasty)** and **Orthognathic Surgery (Jaw Correction Surgery)**. With tens of thousands of clinical cases over 20+ years, he aims for surgeries that bring out overall facial harmony and a three-dimensional effect, beyond simply bone shaving.
- Harmony of Function and Beauty: Pursues aesthetic improvement while simultaneously solving functional problems such as facial asymmetry or malocclusion.
- Emphasis on Three-Dimensionality: Focuses on creating a three-dimensional and youthful-looking face shape by not only reducing the size of the face but also enhancing the volume of the front cheek or reinforcing the nasolabial fold area (Noble Surgery).
- Safety First: Emphasizes the systemic safety of large hospitals and advocates for honest medical treatment without shadow doctors (ghost surgery). This is connected to Banobagi's core value, the 'Operating Room Real-Name System'.
Profile Highlights
Education & Training
- Graduated from Seoul National University College of Medicine
- Obtained Master's and Ph.D. in Plastic Surgery from SNU Graduate School
- Completed residency and obtained specialist certification at SNU Hospital Department of Plastic Surgery
Major Positions
- Current Representative Director of Banobagi Plastic Surgery
- Former Clinical Advisor, Department of Plastic Surgery, SNU Hospital
- Adjunct Professor, Department of Plastic Surgery, Inha University College of Medicine
- Advisory Committee Member, Facial Reconstruction and Restoration Surgery, National Medical Center
Media Activities & Recognition
- Lead Doctor for 'Let Me In' (StoryOn, Seasons 2-5)
- Participated in Vietnamese 'Change Life', leading Medical Hallyu
Hospital Overview & Philosophy
Location & Core Philosophy
Banobagi Plastic Surgery is located in **Yeoksam-dong, Gangnam-gu, Seoul**, a hub for plastic surgery in Korea. The clinic operates based on a **'humanistic' medical philosophy**, prioritizing patient safety and natural beauty over simple cosmetic procedures.
From its inception, Banobagi introduced a **dedicated medical staff system** for each field to strengthen expertise. This, coupled with the residency of **anesthesiologists** and an **advanced emergency system**, established a brand image of 'safe plastic surgery'.
Under the slogan **'Detailist'**, Banobagi aims to achieve perfection through minute differences in all procedures.
Growth Process & Medical System
- **2000:** Predecessor 'Ye Plastic Surgery' opened.
- **2007:** Officially renamed to Banobagi Plastic Surgery.
- **2008:** Renovated and relocated to a standalone building in Yeoksam-dong.
- **2009:** Established Overseas Business Division and Banobagi Dermatology.
- **2012-2015:** Gained significant public awareness as the official designated hospital for 'Let Me In' Seasons 2-5.
- **Current:** Operates as a medical group with large-scale facilities, including main and annex buildings, extending to dermatology, dentistry, and hair transplant clinics.
**Treatment Centers & Cooperative System:** Specializes with centers for Facial Contouring, Breast/Body, Eye/Nose Surgery, Anti-aging/Wrinkle, and an Anesthesia Pain Center with four board-certified anesthesiologists.
**Safety & Convenience Facilities:** Implements an 'Operating Room Real-Name System' to eradicate ghost surgery and an emergency system with UPS, defibrillators, and inpatient/recovery facilities.
Major Procedures & Characteristic Technologies
Facial Contouring & Orthognathic Surgery
- All For One Square Jaw Reduction: Maximizes frontal effect by performing muscle (masseter) reduction and cortical bone resection in addition to shaving the bone.
- Zygoma Reduction: Uses a fixation method that minimizes cheek sagging while simultaneously reducing the 45-degree zygoma and side zygoma.
- Revision Clinic: Performs precision reconstruction surgery for patients suffering from dissatisfaction or side effects (secondary angles, asymmetry, etc.) after surgery at other hospitals.
Eye & Nose Surgery
- Double Buried Suture Method: An eye surgery method that minimizes unraveling and creates a natural line.
- Functional Rhinoplasty: Simultaneously seeks aesthetic improvement while solving functional problems such as deviated nasal septum.
- Anti-aging Eye Surgery: Comprehensive solutions including various lifting procedures.
Breast, Body & Regenerative Treatments
- Breast Augmentation: Utilizing the latest implants like Motiva for natural results.
- Liposuction: Advanced body contouring procedures.
- Stem Cell Therapy: Professional anti-aging and skin regeneration treatments through its own stem cell laboratory.
Reputation & Market Position
Positive Evaluation
- High Trust: Gains trust from patients by emphasizing its background as a hospital run by SNU alumni and a record of over 20 years without major medical negligence.
- Natural Results: Many reviews state that it pursues 'naturalism' plastic surgery that complements shortcomings while saving the patient's individuality rather than excessive surgery.
- Global Awareness: Has succeeded in attracting patients from Asian countries such as Thailand, Vietnam, and China, and has built an international reputation through collaboration with overseas broadcast programs.
"Consultation reviews for Director Oh Chang-hyun are dominated by evaluations such as 'Professional,' 'No excessive recommendations,' and 'Honest.' Positive reviews regarding long-term progress (several years later) after facial contouring surgery are also confirmed."
Major Issues & Considerations
2021 Ransomware Infection and Personal Information Leak Incident
In May 2021, Banobagi's customer management system was infected by a ransomware attack, leading to a personal information leak of 6,251 customers. The hospital received a fine from the Personal Information Protection Commission for insufficient immediate notification and security measures.
This incident served as an opportunity to remind medical institutions of the importance of information security, leading to strengthened security systems.
"Shadow Doctor" Rumors and Clarification
Regarding suspicions of 'factory-style surgery' and 'ghost surgery' surrounding large plastic surgery clinics, Director Oh Chang-hyun has actively clarified through media that Banobagi operates a system where the attending physician takes responsibility for the surgery.
The hospital demonstrates efforts to secure transparency through its operating room real-name system and the possibility of observing CCTV during procedures.
Conclusion
Banobagi Plastic Surgery Clinic and Representative Director Oh Chang-hyun have walked alongside the growth of the Korean plastic surgery market for the past 20 years. The cooperative system of specialists from SNU, securing public trust through 'Let Me In', and unrivaled expertise in the field of facial contouring are the hospital's core competencies.
The security incident that occurred in 2021 was a painful mistake, but it appears to have served as an opportunity to reorganize the internal system and focus more on the intrinsic values of medicine: 'Safety' and 'Detail'. Director Oh Chang-hyun's rich clinical experience and philosophy serve as important selection criteria for patients considering facial contouring surgery.
Banobagi is expected to strengthen its position as a global medical beauty brand representing Korea in the future.
Core Values
- ● Specialist Collaboration
- ● Unrivaled Expertise (Facial Contouring)
- ● Patient Safety & Detail