If you, like me, fly to Busan every six months to visit the same Dermatology clinic for regular maintenance treatments, you may have also noticed that the “4ever Dermatology” clinic in Seomyeon, which has been open for ten years, has changed its name to “Genius Dermatology”. The first time I saw it, I stood at the entrance of the alley for a few seconds, wondering, “Did it close down? Did the owner change? Or was it acquired by someone else?” It was only after asking the director that I learned that the name change was nothing negative at all—it was actually an indication of a brand upgrade that had been in the works for ten years. In this article, I have compiled all the reasons behind the name change, the differences I observed during my follow-up visits, and any changes in the fees. Everyone who, like me, has a regular dermatology clinic in Busan should definitely read this.
Who is 4ever Dermatology? The established clinic in Seomyeon, Busan that we have known for over a decade.
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Anyone who has spent some time in Busan is surely familiar with 4ever. Located in a prime alley in the Seomyeon business district, it has been operating since around 2016 and is one of the earliest Dermatology clinics in Busan to provide consistent Chinese-speaking service. Ten years ago, when there were not as many Taiwanese tourists in South Korea, 4ever had already gained a reputation through word-of-mouth among international students and the local Chinese community.
The unique concept of 4ever has always been clear: it is neither a mass-production model nor a shop exclusively for tourists. Instead, it is a “community-based Dermatology clinic that locals in Busan would naturally choose to visit.” The director is a dermatologist who graduated from Yonsei University; he speaks directly and avoids excessive promotion, and personally handles every treatment from start to finish. This is precisely why many regular customers from Taiwan keep returning—not because of the low prices, but out of trust.
After ten years in operation, 4ever has consistently maintained a rating of 4.7 or above on Naver. The fact that it has been able to survive and thrive in the highly competitive medical beauty industry in Seomyeon, Busan, for such a long time is in itself a testament to its strength. However, because it gives off the impression of being an “established brand,” it may be less noticeable to younger Korean customers and overseas tourists.
Revealing the reasons behind the name change of Busan Genius Dermatology: I asked the director directly.
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To be honest, my first reaction when I saw the sign changed was worry. After all, having been a customer of this clinic for so many years, what I feared most was that the owner, the doctors, or the overall style of the clinic would change, resulting in a negative impact on the experience I received there. That day, right after my treatment, I asked the receptionist, “Why did you change the name?” The receptionist smiled and asked the director to come out and explain it to me personally.
The director stated that there were three main reasons for the name change. First, the brand had become outdated—the name “4ever” was chosen ten years ago, as it was considered easy to remember and emotionally appealing at the time. However, it now sounded more like the name of an English tutoring class or a salon, and no longer reflected the professional image of a Dermatology clinic. Second, the director aimed to elevate the clinic from a “local establishment” to an “international medical beauty brand.” The name Genius is more easily searchable among South Korea’s younger population and also更具 recognition for international customers.
Third, and perhaps most importantly: The clinic has added several new specialist physicians, so it is no longer solely reliant on the director. In the past, 4ever was considered the “personal brand of the director”; however, today’s Genius represents a “team of physicians’ brand.” This is not a change in ownership or acquisition—it is simply the same management team and the same core group of individuals using a name that better reflects their current positioning.
Before and after the name change of Busan Genius Dermatology: A comparison of interior design, equipment, and service processes
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Since the name has been changed, has there actually been any improvement in quality or functionality? From the perspective of a regular customer, I compared the four aspects before and after the name change, and here are the differences I observed during my follow-up inquiries.
Upgraded decoration at Genius Dermatology: From a cozy old shop to a professional medical aesthetics space
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In the past, 4ever featured a warm and homey atmosphere, with wooden floors, warm yellow lighting, and several landscape paintings on the walls, giving people the feeling of visiting an aunt’s house. Now, Genius has been completely renovated, featuring white marble-patterned walls, a design that eliminates the need for central lighting fixtures, and gray-colored sofas in the waiting area. As a result, the overall atmosphere has instantly shifted from that of a “community-based small clinic” to that of a “high-end Gangnam Dermatology clinic”.
The waiting area has also become nearly twice as large as before. Previously, it could only accommodate about four people, but now it can seat eight to ten people. In addition, there are separate tea bars and mobile phone charging stations. This is particularly convenient for tourists – those carrying suitcases no longer have to wait in cramped spaces.
Genius Dermatology upgrades its equipment by introducing the latest instruments
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The equipment was truly the most impressive aspect of this follow-up visit. The director mentioned that during the name change, they also carried out a major upgrade of their facilities: they replaced all the old HIFU devices with the latest models, which feature more stable energy output and less discomfort for patients. They also added an LDM water droplet Lifting device that had just received certification in South Korea in 2025 – this device is specifically designed for deep hydration and collagen regeneration. Even the most basic cleaning devices were upgraded to medical-grade models with cold and hot therapy functions.
I asked the director whether it was really worth investing so much money in replacing so many devices all at once. He gave a very practical answer: “If changing the name just means replacing the signboard, old customers would realize nothing has changed after their first visit and would stop coming back. We are taking this opportunity to upgrade everything that we have wanted to improve over the past ten years.”
Genius Dermatology service process: more refined yet without unnecessary details
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In the past, the 4ever process was quite simple: register at the counter → wash your face → have a consultation with the director → receive the treatment → pay and leave, with the entire process taking approximately 40 minutes. Now, the Genius procedure includes two additional steps: a pre-treatment skin analysis (using a skin scanner to examine the entire face and generate a report on moisture, oil content, pigmentation, and wrinkles) and a post-treatment soothing care session (an additional 15-minute LED glow therapy to help with relaxation).
The total time was extended from 40 minutes to approximately 65 minutes, but the additional time was not spent waiting; instead, it was used to add two truly valuable services. Especially during the pre-operative examination, I saw my skin’s various numerical parameters for the first time and realized that what I had always thought was dry skin was actually mixed-type skin with a tendency towards dryness. In the past, the diagnosis was based solely on the director’s visual assessment; now that there is concrete data to support it, I feel much more reassured.
Has there been any change to the medical team at Busan Genius Dermatology? For regular customers, this is certainly the most important aspect regarding personnel changes.
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This is probably the question that all regular customers care most about: “Is the director still here?” The answer is: Yes, and he’s not the only one left.
The dean remains the representative dean of Genius, and he still personally performs all major treatments such as HIFU, Rejuran, and autologous fat grafting. However, two additional specialist physicians have now joined the team: one is the vice dean who specializes in injectable cosmetic procedures (a South Korea-trained plastic surgeon specializing in Filler injections and Botox treatments), and the other is a dermatology specialist who oversees non-invasive treatments such as basic skin care, hyaluronic acid injections, and Pico treatments.
For regular customers, this is actually good news – in the past, it would take at least two weeks to schedule a consultation with the director. Now, thanks to the clear division of responsibilities within the team, most skin care treatments such as hyaluronic acid injections or basic moisturization programs can be scheduled in the same week. Only more complex treatments still require a consultation with the director. Moreover, all treatment plans developed by the doctors are reviewed by the director before implementation, ensuring that there is no inconsistency in standards and that quality is consistently maintained.
Have the prices at Busan Genius Dermatology increased? A comparison of fees before and after the name change
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I directly asked this question on your behalf. After the name change, it is true that some items did see price increases, but the increments were not significant. Moreover, these price hikes were directly related to actual improvements in equipment or services. Below is a comparison of the old and new prices that I have compiled (all amounts are in Korean won; please convert the exchange rates according to your needs):
- Korean-style glow injection: Previous price range was approximately ¥80,000–100,000; new price range is approximately ¥120,000–150,000 (including additional pre-treatment examinations and post-treatment LED soothing treatments).
- 300 treatments with HIFU: Old price range: approximately ¥600,000–¥700,000 → New price range: approximately ¥750,000–¥850,000 (upgraded to the latest generation of equipment)
- Basic moisturization care: Old price: approximately ¥50,000 – ¥70,000 → New price: approximately ¥60,000 – ¥80,000 (Slight adjustment, with the smallest margin of change)
- Botox for facial slimming: Previous price range was approximately ¥80,000 – ¥100,000; new price remains the same at ¥80,000 – ¥100,000 (no increase).
In summary, the price increase ranges from 10% to 20%, but this is accompanied by equipment upgrades and additional services. The director also emphasized that Genius’ pricing policy remains the same as before: local and foreign customers pay the same amount, and no additional fees are charged to tourists. All fees are completely transparent and can be checked on the official website. This policy has remained unchanged for the past ten years and is what makes old customers feel most reassured.
But I have to be honest: if you’re just looking for basic cleansing and moisturizing routines, Genius is no longer the cheapest option in Busan. After its name change, the brand has shifted towards a “mid-to-high-end professional segment” rather than a “low-price competition strategy.” It is suitable for those who value consistent quality, but not for those who only care about price.
Test report from a regular customer who visited Busan Genius Dermatology: Is my skin just as good as before after the treatment?
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This is the question that concerns me the most: The name has changed, the equipment has been updated, and the team has grown, but is the “result after the treatment” still the same? The answer is: Not only is it just as good, but it’s even better.
This time, I underwent a Korean-style Filler treatment combined with LED soothing therapy, which took approximately 65 minutes in total. Compared to the Filler treatments I had before during the 4ever period, there are three main differences: First, the pre-treatment skin examination allowed me to understand more clearly what my skin needed (in the past, the decision was entirely based on the director’s visual assessment); second, the addition of the LED soothing step reduced the post-treatment redness from 2-3 hours to around 40 minutes; third, the formula for the Filler was changed from a fixed ratio to a customized blend—the director would adjust the proportion of Filler and nutritional essence according to the test results.
In terms of pain, since new, finer needles were used this time (the director said they were South Korean medical-grade microneedles imported in 2025), the pain was at least Samseong less than it was two years ago. In the past, I would clench my fists after getting the injections on my Forehead, but this time, I remained completely relaxed throughout the process. The nurse even chatted with me to help distract my attention.
In terms of the results, a glow began to appear on the third day after the procedure (similar to before), but on the seventh day, a new sensation emerged – one that was not swelling, but rather a feeling as if the deeper layers of the skin were being lifted, which was particularly noticeable when touched by hand. The director explained that this was because the new formula contained a higher concentration of Poly-L-Lactic Acid (PLLA), which enhanced the effect of stimulating Collagen significantly compared to before. The duration of these effects is said to last anywhere from four to five months, which is nearly twice as long as the previous three months.
What new services have been added to Busan Genius Dermatology since its name change? Let’s take a look at the technological improvements.
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In addition to continuing to offer the existing treatment programs, Genius has also added several new services that were not available during the 4ever period:
- LDM Water Drop Lifting (deep hydration + collagen regeneration, non-invasive, suitable for those who are afraid of injections)
- Customized hydrogel needle formula (the proportions are adjusted according to the pre-operative examination results, rather than using a standardized formula).
- LED glow therapy for calming and recovery management (post-operative additional service to accelerate the reduction of redness and promote healing)
- Skin Data Analysis Report (A comprehensive facial analysis report is generated before the procedure, allowing for tracking of changes before and after each treatment session.)
- Microneedle radiofrequency therapy (the latest MTS+RF combined treatment method approved in South Korea, specifically designed for treating acne scars and enlarged Pores)
Among them, LDM and microneedle radiofrequency are new treatments that became popular in South Korea starting in 2025. Currently, only two or three clinics in the Seomyeon area of Busan have introduced these treatments, and Genius is one of them. If you used to repeat the same few treatments at 4ever and found them a bit boring, now you have much more options to choose from.
Who is Busan Genius Dermatology suitable for? And who is it not suitable for?
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After the name change, Genius has a different positioning compared to its previous name, 4ever, and it may not be suitable for everyone. Here’s some help in categorizing it:
✅ Suitable for those considering treatment at Busan Genius Dermatology:
- For our loyal customers who have been with us for years – the director remains the same, and the quality of our services has not declined at all. You can rest assured and continue to come to us.
- For those who value a doctor’s qualifications – graduated from the Department of Dermatology at Yonsei University and with ten years of practical experience.
- For those who seek customized treatment plans—preoperative examinations plus personalized formula adjustments—it’s nothing like a standardized assembly line.
- For those new to medical aesthetics who are afraid of pain – the new equipment features fine needles and LED sedation technology, significantly enhancing overall comfort.
- For those interested in trying the latest treatments in South Korea, such as LDM, microneedling radiofrequency, and other new technologies launched in 2025, these options are all available.
❌ Those who are not particularly suitable for visiting Busan Genius Dermatology:
- Those who only compare prices and pursue the cheapest options – Genius focuses on the mid-to-high-end market and is not necessarily the cheapest option in Busan.
- For those who want to finish the procedure and leave as quickly as possible – pre-operative examinations and post-operative sedation will add an additional 20 minutes to the total time required compared to regular clinics.
- For those who are not accustomed to making reservations – Genius operates on a fully reservation-based system and does not accept walk-ins.
- For those who are only available on Sundays – since Sundays are off, appointments can only be scheduled from Monday to Saturday.
Frequently Asked Questions
Q: Are Busan 4ever Dermatology and Genius Dermatology run by the same owner?
A: Yes, it’s still the same management team and core medical staff; the hospital director has not changed. The name change is part of a brand upgrade, not a transfer or acquisition. The treatment records of existing patients will be completely retained and will not need to be re-recorded due to the name change.
Q: Are the prices at Genius Dermatology more expensive than before at 4ever?
A: Some services have seen price increases of around 10-20%, mainly due to equipment upgrades and the addition of new services such as pre-operative examinations and post-operative LED sedation. However, some services have remained at their original prices (for example, botulinum toxin face slimming treatments). The overall positioning of these services has been shifted from “affordable for the community” to “mid-to-high-end professional services”, so they are not suitable for those who are solely interested in the lowest prices. If you are interested, you can make an appointment for consultation via WeChat at Hannah972 or through BeautsGO.
Q: Does Genius Dermatology offer Chinese-language services?
A: Yes, the Chinese-speaking reception service that has been available since the 4ever era continued during the Genius period. Our counters are staffed with Chinese translators, so communication is absolutely no problem at all. Reservations can also be handled through our Chinese-speaking customer service.
Q: Where is Genius Dermatology located? How far is it from Seomyeon Station?
A: Located in the heart of the Seomyeon shopping district in Busan, it is only about a 5-minute walk from Exit 7 of the Busan Seomyeon subway station. The address remains the same as before; it’s still at the same location as the former 4ever, but the signboard has been changed.
Q: Will Genius recognize the previous treatment records from 4ever?
A: Yes, since it is the same medical team and system, all existing patient information is completely preserved. You don’t need to go through a new initial consultation; just provide your name, and your previous treatment records will be immediately available.
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