Dr. Choi Hee-eun, Director of Cheongdam OKAY Dermatology: What is the anti-aging aesthetic philosophy behind these 13 specialized centers, and why do locals highly recommend this clinic?

In Cheongdam-dong, Gangnam-gu, Seoul, there is a established medical aesthetics institution that has been in operation for over 20 years – Cheongdam OKAY Plastic Surgery & Dermatology. Many people, upon hearing the name “Cheongdam OKAY” for the first time, immediately wonder, “What exactly makes this place ‘OKAY’?” To be honest, I had the same question at first. However, after delving deeper into its background, I discovered that this hospital is backed by a plastic surgery expert with an extremely solid academic foundation – Director Cho Hee-eun – as well as a “13 Specialized Centers” system supported by seven specialized directors. In this article, we will explore in detail: who is Director Cho Hee-eun, how the 13 Specialized Centers operate, and why even local residents in South Korea are willing to return to this hospital regularly.

For information on the prices at Cheongdam OKAY Dermatology, you can refer to the latest price list I compiled in 2026. If you want to know more about the overall evaluations and customer reviews, there are also specialized articles reviewing Cheongdam OKAY Dermatology that you can read.

Who is President Cho Hee-eun? A graduate of Seoul National University with a doctorate in plastic surgery from Korea University, her academic background is even more impressive than you might imagine.

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Director Cho Hee-eun is a key figure at Cheongdam OK Plastic Surgery & Dermatology and is also a full member of both the Korean Society of Plastic Surgeons (KSPRS) and the Korean Association of Aesthetic Plastic Surgeons (KSAAPS). Her academic background is truly top-tier in the entire Gangnam area: she graduated from Seoul National University, which is considered one of the highest-ranked institutions in South Korea; subsequently, she obtained her master’s degree from the School of Medicine at Wonkwang University; finally, she completed her doctoral program in plastic surgery at Korea University. Her entire academic trajectory, from undergraduate studies to a doctorate, took place at medical schools ranked within the top five in South Korea, ensuring the authenticity of her qualifications.

More importantly, her clinical experience is outstanding. Director Zhao completed her specialized training in plastic surgery at Korea University Anam Hospital and also served as an adjunct professor there. As one of South Korea’s top five teaching hospitals, the fact that she was able to complete her specialized training and remain as a faculty member at such a prestigious institution is a clear indication that her technical skills have been recognized by the academic community. After leaving the university hospital, she worked as the chief physician at Ever Plastic Surgery in Gangnam. With extensive clinical experience under her belt, she later joined Cheongdam OKAY Plastic Surgery & Dermatology, where she took charge of the Breast Plastic Surgery Center.

To be honest, in South Korea’s Dermatology market, having the title of “specialized plastic surgeon” itself constitutes a significant barrier to entry. In South Korea, specialized plastic surgeons must undergo at least 4 to 5 years of residency training and pass a national examination; this qualifies them at a completely different level of expertise compared to general practitioners who only perform minor cosmetic procedures in dermatology clinics. Director Zhao not only holds the qualification of a specialized plastic surgeon but also has experience teaching at a university hospital, which is quite uncommon among private clinics in the Gangnam area.

How do these 13 specialized centers operate? It’s not just empty slogans; in reality, each center has its own director and specializes in a specific field.

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The “13 Specialized Centers” is the most frequently mentioned feature of Cheongdam OKAY Dermatology, but many people are actually not clear about what this means. Simply put, these are not 13 separate physical locations; rather, they represent 13 treatment areas each overseen by a specialist director. Each area is managed by a doctor with extensive expertise in that field, ensuring that every patient receives a treatment plan tailored specifically for their needs, rather than a one-size-fits-all approach where a single doctor handles all procedures.

According to the public information available from Cheongdam OKAY Dermatology, the 7 current directors specializing in specific areas and their main responsibilities are as follows:

1. Director Cho Hee-eun —— Lead of the Breast Plastic Surgery Center, specializing in breast augmentation procedures assisted by endoscopy and comprehensive surgeries for sagging breasts. She is also responsible for designing overall anti-aging aesthetic treatment plans.
2. Director Kim Sun-joo – Fat Management and Transplantation Center, specializing in autologous fat grafting (for the face/Breast/Buttocks)
3. Director Lee Jong-eun — Specializing in fat transplantation and body contouring, co-directs the Fat Transplantation Center alongside Director Kim Sun-joo
4. Director Kim Dong-woo – Facial Rejuvenation and Phototherapy Center, specializing in multi-layer anti-aging treatment programs using ultrasonic guns and Thermage technology
5. President Park Byung-geun of the Eye and Nose Plastic Surgery Center is renowned for its “Natural Aesthetic Design System,” which emphasizes a more natural Korean style rather than the dramatic European aesthetic.
6. Director Kim Mei-ying of the Injection and Micro-Aesthetic Treatment Center specializes in the tailored administration of high-end injectables such as Rejuran and Juvederm.
7. In addition, there is another anesthesiologist (with a background in Anesthesiology and Pain Medicine from Korea University) who is responsible for ensuring the safety of sedation and anesthesia throughout the clinic.

The common feature of these clinic directors is that each of them has their own areas of expertise and does not overstep their boundaries. For customers who need Thermage treatments, the decision is made by the director of the facial rejuvenation center; for those who require Breast surgery, Director Cho Hee-eun personally conducts the consultations. A local resident told me, “In Gangnam District, many clinics are run by a single director from start to finish. However, at Cheongdam OKAY, different treatments are assigned to different directors, and we South Koreans find this very reassuring.”

These 13 specialized areas cover a complete range of services, from skin care to plastic surgery: basic skin management, photoelectric anti-aging treatments (ultrasonic therapy/Hyperthermage/Pico), injectable cosmetic procedures (Rejuran/Hydradermabrasion/Botox/Filler), thread lifting, fat transplantation, Breast surgery, eye surgery, nose surgery, facial contouring, acne and scar treatment, hair care, body sculpting, and post-operative recovery management. For consumers, the greatest value of this system lies in the fact that you don’t have to decide on which specialist to see on your own—the hospital’s specialized framework will help match you with the most suitable doctor.

Zhao Xi’en’s anti-aging aesthetics: It’s not about “making you look younger,” but about “helping you return to your best self.”

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In South Korea’s aesthetic medicine industry, Director Cho Hee-eun is known for a distinct aesthetic philosophy: “Anti-aging is not about turning you into someone else, but about making you look like the best version of yourself after proper care.” This approach stands in sharp contrast to many clinics that focus on “reshaping one’s face.” At the core of her anti-aging philosophy lies the concept of “layered treatment” – different layers of the skin require different approaches, and it is unrealistic to expect a single device to solve all problems.

Specifically, her anti-aging approach generally follows this logic:

• Epidermal layer: Pico/laser treatments for uneven skin tone, spots, and Pores issues
• Dermis: Rejuran, hyaluronic acid injections, or Collagen injections are used to replenish the lost Collagen and Filler.
• Fascial layer (SMAS layer): Ultherapy uses ultrasonic energy to lift the skin from deep within, effectively addressing sagging issues.
• Subcutaneous fat layer: Thermage FLX helps tighten loose areas and improve the contours of the body.
• Surgical approach: For more severe cases of skin laxity, Mini Facelift or traditional facelift procedures can be used for structural correction.

“Layered anti-aging” may sound like common sense, but not many clinics are actually able to implement it. The reason is simple: it requires the collaboration of doctors with different professional backgrounds. The technical expertise required by doctors specializing in lasers and those specializing in facelift procedures is fundamentally different. Cheongdam OKAY is able to achieve this approach precisely because it has a system comprising 13 specialized centers, with each level headed by a director who is the most expert in that particular field.

A local resident’s experience illustrates this difference in aesthetic preferences quite clearly: “After getting the Thermage FLX treatment at OKAY in Cheongdam, I went back to work, and my colleagues all said I looked very fresh and rested, but none of them asked if I had undergone any cosmetic procedures. That’s exactly the effect I wanted.” This is precisely the natural beauty philosophy that Zhao Xi’en strives for – after anti-aging treatments, one should not be noticed as having had them; instead, people should compliment one on looking healthy and radiant.

Why do locals recommend this place so much? The real reasons why 5 South Koreans chose Cheongdam OKAY

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The term “local recommendations” has been overused in the medical aesthetics marketing industry, but the case of Cheongdam OKAY is indeed different. After reviewing feedback from Naver blogs, South Korea-based medical aesthetics forums, and actual visitors, I have identified the following five reasons that are repeatedly mentioned by locals in South Korea:

The specialist doctor system means that no one single person takes on everything.

As mentioned earlier, each of the seven directors has their own areas of expertise. South Koreans are highly knowledgeable in the field of cosmetic medicine; they understand that it is impossible for one doctor to be proficient in all aspects such as laser treatments, injections, facelifts, and plastic surgeries simultaneously. The specialized division of labor at Cheongdam OKAY makes locals feel that “this is a legitimate medical institution, not just a cosmetic surgery assembly line.”

2. A proven reputation of over 20 years

Cheongdam OKAY was established in 2001. The fact that it has been able to operate in Gangnam District’s Cheongdam-dong—a region with an extremely high density of cosmetic clinics—for over 20 years is in itself a testament to its quality. The South Korea cosmetic market is highly competitive, with numerous new clinics opening and many closing every year. For a clinic to survive for more than twenty years, luck alone cannot be the reason.

3. Anesthesiology teams at the level of university hospitals

Many people don’t realize that the most critical aspect of the safety of cosmetic surgery is actually anesthesia. The anesthesia team at OKAY in Cheongdam comes from the Department of Anesthesiology and Pain Medicine at Korea University, one of South Korea’s leading academic institutions in this field. The fact that a private clinic is equipped with an anesthesia team on par with that of a university hospital is seen by locals as a very important sign of safety.

4. Post-operative follow-up lasts for up to one year

Cheongdam OKAY offers follow-up services for up to one year after the procedure, which is not a common practice among medical beauty clinics in South Korea. Most clinics provide follow-up care for only 1 to 3 months. A one-year follow-up not only demonstrates the depth of their services but also reflects the clinic’s confidence in the results of their treatments—if the results were unsatisfactory, who would dare to offer such a long-term follow-up?

5. We do not negotiate prices based on the customer’s background; we offer the same rates to both locals and foreigners.

This is exactly what locals value the most. In areas like Cheongdam-dong, which attract a large number of foreign tourists, many clinics charge foreigners higher fees. However, OKAY in Cheongdam has a transparent pricing system – locals pay the same amount as foreigners, and there is no so-called “foreigner surcharge.” For South Koreans, this ensures fairness; for foreign tourists, it represents an important sign of trust.

Which projects have been personally undertaken by Director Zhao Xi’en? From Breast plastic surgery to facial consultation and evaluation…

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Many people ask: What specific treatments does Director Zhao Xi-en personally perform? Based on the public information available at Cheongdam OKAY Dermatology and feedback from actual patients, the following treatments are those that Director Zhao is in charge of or directly participates in:

• Breast plastic surgery: Endoscopic-assisted Breast Augmentation (with small incisions and rapid recovery), complex procedures for sagging breasts, and autologous fat breast augmentation – these are Chief Physician Zhao’s core areas of expertise.
• Design of comprehensive anti-aging programs: Even for customers who do not undergo Breast surgery, Director Zhao will participate in the aesthetic evaluation of these comprehensive anti-aging programs, especially for those over 40 years old who have complex anti-aging needs.
• Challenging repair cases: Cases where patients were dissatisfied with the results obtained at other clinics and required a second round of surgery.

For common photoelectric anti-aging treatments (Thermage/Ulthera/Pico) and injectable minimally invasive procedures (Rejuran/Hydradermabrasion/Botox/Filler), they are all overseen by the directors of the respective specialized centers. Although Director Zhao does not personally perform these treatments herself, the anti-aging aesthetic framework she has established is integrated into the treatment plans of every specialized center. In other words, regardless of which specialized center you choose, the overall aesthetic outcome will be consistent.

Compared with other Gangnam clinics, what are the differences that make Cheongdam OKAY stand out?

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The density of medical beauty clinics in Gangnam District is perhaps the highest in all of Asia; there are dozens of them alone on Cheongdam-dong. In such an environment, the differentiation offered by Cheongdam OKAY is mainly reflected in three aspects:

• Academic expertise versus commercial orientation: While many Gangnam clinics allocate significantly more funds to marketing than to medical services, the core directors of Cheongdam OKAY clinics—especially Cho Hee-eun—all have academic backgrounds from university teaching hospitals. This “academic approach” has become rather rare in the Gangnam area; instead of promoting whatever trend is currently popular, these clinics develop treatment plans based on medical evidence and clinical experience.
• Comprehensive Services vs. Specialized Focus: Most Dermatology clinics only offer phototherapy and injectable treatments, while plastic surgery clinics specialize solely in surgical procedures. Cheongdam OKAY provides both Dermatology care and plastic surgery services, offering a one-stop solution ranging from basic skincare to Breast Augmentation – eliminating the need for patients to visit multiple clinics.
• Local trust vs. tourist-oriented approach: Many clinics in Cheongdam-dong primarily serve foreign tourists, and all their marketing efforts are directed overseas. In the case of OKAY in Cheongdam, a large proportion of its customers are local South Koreans, which indicates that its reputation is built on long-term trust among locals, rather than short-term transactions with tourists.

Who is suitable for seeing Dr. Zhao Xi’en, and who is not?

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Target audience for Dr. Zhao Xi’en:

• Those who have the need for Breast Augmentation (Breast Augmentation, Lifting, or autologous fat transplantation) and prefer to be treated by a plastic surgeon with a solid academic background.
• For those over 40 years old, a comprehensive anti-aging approach is required (combining glow therapy, injections, and possibly surgery), as there is no need to constantly switch between different clinics.
• For those who place great emphasis on a doctor’s academic background and the safety standards of hospitals – if you really care about which university a doctor graduated from, Director Zhao’s credentials will surely put your mind at ease.
• Those who have undergone cosmetic procedures at other clinics but are dissatisfied with the results and need secondary corrections or a re-evaluation of their treatment plans
• The aesthetic approach focuses on “natural anti-aging” rather than “getting a completely new face”.
• For those willing to take the time for a thorough consultation (rather than a quick 5-minute consultation), the consultation process at Cheongdam OKAY is relatively comprehensive and not based on a assembly-line approach.

Not suitable for:

• I only want to undergo basic treatments such as superficial cleansing or microbubble therapy, and my budget is very limited. The price range at Cheongdam OKAY is considered mid-to-high-end; even the most basic treatments there are more expensive than those at regular affordable clinics.
• Those who pursue extremely European and American-style cosmetic results – Director Zhao’s aesthetic approach leans more towards the natural Korean style. If you desire extremely exaggerated Double eyelid surgery or an IPCHEA-natural nose shape, you may need to find a surgeon with a more bold and distinctive style.
• For tourists who are in a hurry and do not have enough time to go through the entire consultation process, Cheongdam OKAY does not follow the “quick-and-dirty” approach to medical aesthetics; sufficient time must be reserved from the consultation stage to the actual treatment.
• Pregnant women, those who are breastfeeding, individuals with edema-prone constitutions, or those with coagulation disorders – these are general contraindications to cosmetic surgery, and they are independent of the specific clinic performing the procedure.

Frequently Asked Questions

Q: Does Director Zhao Xi’en speak Chinese? What if someone doesn’t know Korean?

A: Director Zhao primarily communicates in Korean and English, but Cheongdam OKAY Dermatology provides Chinese translation services. If you are concerned about language barriers, it is recommended to contact Hannah972 on WeChat or specify the need for Chinese translation during the reservation process; the clinic will make arrangements in advance. Not knowing Korean at all will not affect your consultation experience. For more reservation details, please refer to Cheongdam OKAY Dermatology’s reservation guide.

Q: Is there an additional fee for a consultation with Director Zhao Xi’en?

A: For general treatments (such as phototherapy or injections), the consultation is free and included in the total treatment fee. For surgical procedures like breast augmentation, the consultation is also usually free – this is in line with the charging practices of other Gangnam clinics. However, it is recommended to confirm again during the reservation process, as policies may change from time to time. For the latest information, you can contact Hannah972 on WeChat.

Q: Does the term “13 specialized centers” mean that all treatments can be completed at the same hospital?

A: Yes, everything from basic skin care, photoelectric anti-aging treatments, injectable cosmetic procedures to Breast augmentation, eye and nose plastic surgery, and fat transplantation can be completed at Cheongdam OKAY in one stop, without the need to refer to other hospitals. This is also the core value of our 13-specialty center system: providing one-stop solutions for all cosmetic needs, with a unified aesthetic approach and consistent post-treatment follow-up.

Q: How much does breast plastic surgery cost under Director Zhao Xi’en?

A: Breast Augmentation is a surgical procedure, and a quote can only be provided after a face-to-face consultation, taking into account individual factors such as the basic shape of the Breast, skin elasticity, and desired results. In South Korea, endoscopic-assisted Breast Augmentation procedures generally cost between ₩8 million and ₩15 million Korean won (approximately US$180,000 to $340,000), but this is just for reference; the actual price will be determined during the consultation. It is recommended to also refer to the complete price list at Cheongdam OK Dermatology to understand the costs of other services.

Q: How long after Dr. Zhao’s surgery can I take a flight back to my home country?

A: It depends on the type of surgery. Generally, for procedures such as injections or phototherapy, you can fly on the same day without any restrictions. However, for surgeries like breast augmentation, it is recommended to wait at least 5–7 days for recovery before taking a long-distance flight (mainly to reduce the risk of deep vein thrombosis). Director Zhao will provide you with specific information regarding your individual recovery needs after the surgery. For transportation details, please refer to the Cheongdam OKAY Dermatology Transportation Guide.

Related recommendations

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• The latest price list from OKAY Dermatology in Cheongdam for 2026: Thermage FLX, Rejuran, and HIFU treatments – all available at one-time fees.
• What are the reviews for Cheongdam OK Dermatology? Highly discussed on Dcard and PTT: One of the 13 specialized centers in Gangnam, Seoul.
• Can I still make an appointment if I don’t speak Korean? A comprehensive guide to making appointments at Cheongdam OKAY Dermatology | Chinese consultation options + online reservation steps
• Just exit from Exit 8 of Cheongdam Station and you’ll be there! Comprehensive transportation guide to Cheongdam OKAY Dermatology: After your anti-aging treatment, head straight to Gangnam for a stroll.
• Dermatology at Apgujeong | The Ultimate Lazy Person’s Guide to Medical Aesthetics in Gangnam, Seoul 2026