The Beginning of TU, and the 8th Chapter

August 16, 2019.

This is the very first day TU Dental opened its doors. 7 years have already passed, and now the 8th chapter is beginning. Growing TU over this long period brings up so many feelings and thoughts. It makes me look back once again.

From a new perspective in the aesthetic dental market, we have strived to evolve and shift the paradigm of traditional veneers under a philosophy that preserves natural teeth. Seeing positive transformations based on true authenticity—changing many people's perceptions and growing as a brand—fills me with great anticipation for the future. Amidst this growth of the aesthetic dental market, looking back at the starting point (0: ZERO) brings me back to finding our roots and authenticity once again.

Why Did I Start TU Dental?

When I graduated from Yonsei University College of Dentistry and stepped out into society, the dental community was facing numerous storms.  Clinics that were once famous were going out of business, even making headlines in the news as they got entangled in disputes and lawsuits with patients.

I looked at the fundamental cause.

"Why are sustainable healthcare brands so rare?"

The first thing I noticed was how healthcare marketing inevitably dissolved into pure price competition.

When marketing focuses on price rather than essence, the value of medical care gradually declines, and the authenticity of medical services is lost along with it. Rather, unable to handle a structure where costs exceed sales, cases of going out of business while turning a blind eye to patients occurred. I pondered how to solve this phenomenon and how to make it sustainable.

This very question was the starting point where TU Dental was born. And the answer eventually converged into one: how to convey the authenticity of medical service into the hearts of many people.

I found that power in branding.

Numerous global luxury brands still saw an endless stream of visitors even during the COVID era that arrived just 6 months after I opened the clinic. Customers of those brands wanted the ‘right to buy’ famous products, and a phenomenon even occurred where the brand chose the customer instead. It was a scene in stark contrast to the medical field where low prices were gaining popularity. Amidst that, I pondered how I could deliver fundamentally authentic services to customers.

After much reflection, I brought the brand "TU" to life.

Through this brand, I set out to maximize customer experience and build a presence that patients could truly value and trust.

T: Tearful face, Teeth, Treatment U: Smiling face, U-shaped dental arch, Up (direction)

With these various meanings, I founded and led TU under the slogan, "The dental clinic you enter in tears, but leave with a smile."

That's right. I wanted to build an authentic and sustainable healthcare brand. Sound dentistry, sound values, and a sound brand—this is the path I strive to walk.

Now, as we enter Chapter 8,

I intend to return once again to where it all began.