Jaejoo Joheun Dental Clinic · Director So Hyeon-su Analysis Report

Executive Summary

Aesthetic Focus & MI

Specializes in High-end Aesthetic Dentistry (Direct Composite Veneers, Galaxy-nate) with a strong focus on Minimal Intervention.

Artistic Leadership

Led by Director So Hyeon-su, whose art background and King's College London training shape a unique "Dental Boutique" craftsmanship.

Reputable & Niche

Renowned for complex aesthetic cases and high natural tooth preservation (94%), attracting a diverse, including international, patient base.

Boutique Model

Operates on a single-doctor system in Seocho-gu, ensuring consistent, personalized, high-quality aesthetic outcomes.

Director Profile: So Hyeon-su

Educational Background & Qualifications

Graduated from **Wonkwang University College of Dentistry**.
**Integrated Dentistry Specialist** board certification.
Completed **Aesthetic & Restorative Dentistry Masterclass** at **King's College London**.
Majored in Aesthetic Restoration at **Korea University Clinical Dentistry Graduate School**.

Professional Memberships & Activities

Member of the **American Academy of Cosmetic Dentistry (AACD)** (since July 2023).
Member of the **Korean Academy of Esthetic Dentistry** (since Feb 2019).
Member of the **Korean Academy of Integrated Dentistry** (since Feb 2019).
Member of the **Korean International Anterior Tooth Treatment Research Association** (since Jan 2024).
Lifetime member of the **Korean Academy of Geriatric Dentistry**.
Conducts seminars on "Resin Veneer" techniques for other dentists.

Personal Resilience & Philosophy

Director So's journey, including his "6-su" narrative (taking the college entrance exam six times) and artistic background, deeply influences his empathetic and resilient approach to dentistry. He sees his practice as "Dental Boutique" craftsmanship, not merely a medical service, prioritizing patient-centered care and aesthetic artistry.

"Just as bonding agents require a certain level of moisture to penetrate the dentin effectively, knowledge and skills must be absorbed deeply through immersion and adaptability."

— Director So Hyeon-su, on his "Wet Bonding" concept

Literary Contributions

**"Jaejoo Joheun Dentist" (2022):** An essay collection detailing his journey, showcasing resilience and artistic talent.
**"Ask Anything! Dental Treatment Q&A" (2023):** Co-authored text providing accurate medical information.
**"Dental Clinic Opening Location Analysis" (2025):** A technical guide for dentists on clinic business strategies.

Institutional Overview

Location & Accessibility

Jaejoo Joheun Dental Clinic is strategically located in the Seocho-dong area of Seoul, a hub known for professional services, reflecting its "Boutique" branding.

**Address:** 3rd Floor, Sinseung Building, 332 Seocho-daero, Seocho-gu, Seoul (proximate to Gyodae Station).
**Operational Hours:**
- Weekdays: 10:00 AM – 7:00 PM
- Saturdays: 10:00 AM – 2:00 PM
- Sundays/Holidays: Closed
**Reservation System:** The clinic operates primarily on a reservation basis to maintain its high-touch service model.

Clinical Philosophy & Branding

The clinic defines itself as an "Aesthetic Dental Boutique" with a core philosophy of **Minimal Intervention (MI)** and **Aesthetic Realism**.

**Minimal Intervention:** Prioritizing natural tooth structure preservation, aiming for a 94% natural tooth preservation ratio.
**Single-Doctor System:** The representative director oversees all processes to ensure consistency in aesthetic outcomes.
**Branding ("Jaejoo Joheun"):** Translates to "Talented" or "Skillful," reflecting confidence in manual dexterity and artistic capability.
**Aesthetic Realism:** Biomimicry-focused, replicating complex natural optical properties of teeth rather than artificial, opaque aesthetics.

Major Clinical Procedures

Direct Composite Veneer (Resin Veneer)

A signature procedure utilizing a layering technique (from King's College London) to apply multiple layers of composite resin directly onto the tooth surface, mimicking natural dentin and enamel.

**Technique:** Freehand layering for natural appearance.
**Advantages:** Often requires 0.001mm or no tooth reduction, largely reversible, typically completed in a single 1-2 hour visit.
**Target Cases:** Microdontia, diastema, minor misalignments.

Approximate Price: From 750,000 KRW per tooth.

Galaxy-nate (Proprietary Laminate)

A branded high-end laminate veneer service, described as the "pinnacle of non-prep laminates." Emphasizes collaboration with skilled ceramists for masterpiece-like restorations.

**Concept:** Ultra-thin ceramic veneers with minimal to no tooth preparation.
**Features:** High translucency and natural texture.
**Variations:** Original Galaxy-nate (transparency focus), Galaxy-nate Resin Veneer (hybrid resin approach).

Approximate Prices: No-prep ~550,000 KRW, Original ~880,000 KRW, Resin Veneer ~750,000 KRW per tooth.

Resin Build-up for Posterior Teeth

Extends the conservation philosophy to molar teeth, even for deep cavities. Aims to save tooth vitality using advanced resin techniques.

**Deep Caries Management:** Attempts to save teeth traditionally recommended for root canals and crowns.
**Material:** High-quality composites (e.g., Tokuyama Palfique OMNICHROMA) for seamless blending.

Anterior Crown Replacement

Specialized service for replacing existing, unsatisfactory anterior crowns. Focuses on "craftsmanship" to resolve issues like "black lines" and unnatural opacity.

**Goals:** Restoring gingival health and achieving a natural emergence profile.

Approximate Price (Re-treatment): ~1,100,000 KRW per tooth.

*Note: Prices are subject to change and may vary based on individual case complexity.

Reputation Analysis

Positive Factors & Strengths

**High Patient Satisfaction:** Near-perfect ratings (e.g., 10.0/10 on Gangnam Unni, 9.9/10 on Modoodoc) based on available data.
**Exceptional Service:** Patients frequently praise the "kindness" of staff and "detailed explanations" from Director So.
**Superior Aesthetic Results:** Highly lauded aesthetic outcomes of resin veneers, especially for complex cases like "black triangles" and small teeth.
**Trust-Building Approach:** The emphasis on conservative treatment (e.g., recommending resin over aggressive crowns) fosters significant patient trust.
**Broad Patient Reach:** Attracts international patients (from the US, Canada, Ukraine) and domestic visitors from distant regions (Jeju, Gangwon) due to its specialized, non-invasive aesthetic niche and one-day treatment options.

Considerations & Market Positioning

**Premium Pricing Segment:** The clinic positions itself at the higher end of the market, reflecting the specialized expertise and time-intensive nature of its direct bonding techniques.
**Review Volume:** While ratings are exceptionally high, the total volume of public reviews on specific platforms (e.g., Gangnam Unni, Modoodoc) is relatively small, which is typical for boutique, specialized clinics.
**Exclusivity:** The single-doctor system ensures personalized care but may limit patient intake capacity compared to larger network clinics.

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Conclusion: Ethical Aesthetics & Distinctive Craftsmanship

Jaejoo Joheun Dental Clinic distinguishes itself in Seoul's competitive dental market through a steadfast commitment to **preservation** and **artistic restoration**. Under the leadership of **Director So Hyeon-su**, the clinic has carved a unique niche for patients seeking aesthetic enhancements without compromising natural tooth structure, championing an approach of "Ethical Aesthetics."

Director So's distinctive background—encompassing artistic talent, resilience forged through his "6-su" journey, and advanced training at King's College London—converges to create a unique clinical identity. This is exemplified by the **Direct Composite Veneer** technique, a reversible, minimally invasive, and highly aesthetic solution that has garnered international recognition. The clinic's ability to attract a global clientele for its specialized procedures underscores the efficacy and appeal of its unique, patient-centric methodology.

Natural Preservation Artistic Dentistry Patient-Centric Care