The Barunface Oral & Maxillofacial Surgery Dental Clinic
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The Barunface Story

From Barunface to The Barunface. Rather than growing the clinic, We decided to focus on one person's surgery at a time.

In 2013, I opened a dental hospital in Busan with a friend, focused on orthognathic (double jaw) surgery. Thirteen years later, in February 2026, I reopened as an oral & maxillofacial surgery clinic in Seomyeon. Let me start by explaining why.

The Barunface 2nd Floor Lobby

01 · Beginning

Since my residency, my goal has been to run a clinic specializing in orthognathic (double jaw) surgery.

In 2013, I co-founded a dental hospital in Busan with a friend, with orthognathic (double jaw) surgery as our main focus, and we ran it together until January 2026. The hospital grew to the point of generating a large annual revenue, but I felt it was turning into an implant clinic rather than the orthognathic surgery specialty hospital we had originally aimed to be.

Through many years of orthognathic and facial contouring surgery, I came to understand that the entire process a patient goes through matters as much as the surgical result. Before surgery, patients feel anxious about the results and side effects. Right after surgery, they experience pain, swelling, and worries about eating and recovery. However, in a hospital environment that has to put size and efficiency first, I felt it was difficult to listen fully to each patient's concerns and carefully manage the process before and after surgery.

I wanted to build a clinic that is smaller but more efficient, and one that can focus more closely on each individual patient. That is why I ended my partnership and opened an oral surgery clinic.

"Through many years of orthognathic and facial contouring surgery, I have learned something. Even if a surgery is familiar to the doctor, for the patient it can be one of the biggest and most difficult decisions of their life."

"Rather than operating on more patients, I wanted to listen fully to one person's story, think it through myself, and stay with them responsibly from surgery through recovery."

"So rather than growing the size of the clinic, The Barunface aims to be a place where I can fully deliver the kind of good surgery and good care I believe in."

"To a patient, we may be one of many hospitals. But to me, that one patient's surgery must never become just one of many surgeries."

"To explain thoroughly, decide carefully, and think not only about the surgical result but also about the recovery process and life afterward. That is the value of care I want to share with patients at The Barunface."

— Introduction written by Dr. Sang-Hoon Lee himself

02 · Brand Identity

More precisely, More beautiful, The right standard for orthognathic (double jaw) surgery in Busan.

The clinic's name comes from "Barun Yungwak" (right, proper contour). Our new 2026 brand identity is a monogram symbol combining the initials of "The Barunface" and "The Barunface Dental," and our mission is a single sentence.

"Providing an enjoyable and satisfying orthognathic surgery experience"

Our vision is "the most trusted orthognathic surgery clinic in Busan." We hold five core values.

  1. 01

    Listening · Understanding · Empathy

    We first consider why the patient has come and whether we can achieve that goal.

  2. 02

    Expertise and Objectivity

    Medical validity over trends. We explain why something can be done and why something cannot.

  3. 03

    Emotional Support

    From the fear before surgery to the difficult moments of recovery, we aim to be with you as much as we can.

  4. 04

    Advanced Technology and Standardization

    Dr. Lee personally handles 3D CT, virtual surgical planning, and 3D printing, and standardizes the process.

  5. 05

    Teamwork and a Warm Culture

    Trust, respect, and cooperation among our team help patients reach their goals.

The Barunface 2nd-floor lounge

Second-floor lounge. Designed with beige tones and indirect lighting to ease pre-surgery tension, even a little.

03 · What Makes Us Different

There are three things we can say with confidence.

First

A board-certified oral & maxillofacial surgeon with long experience personally leads the entire process

I have practiced in oral & maxillofacial surgery for more than 20 years, and for about 15 years I ran a clinic centered on orthognathic and contouring surgery. At the consultation, I identify the patient's needs and build the plan; I watch over the entire process of recovery and hospital stay after surgery; and I personally handle follow-up after discharge—it is the director, not the staff, who does this.

Second

Precise surgical planning that combines digital technology with clinical experience

We have 3D CT, virtual surgical planning (VSP), and CAD/CAM in-house, and the director runs the simulations personally without outsourcing. Still, more important than the latest equipment is the ability, built on long surgical experience, to interpret the digital plan and carry it out accurately in the actual surgery.

Third

Care that connects pre-surgery preparation through recovery

Orthognathic surgery does not end in the operating room. Pain and swelling management, returning to eating and daily life, orthodontics and collaborative care, and long-term follow-up. Four private inpatient rooms, a general-anesthesia operating room and recovery room, a board-certified anesthesiologist, and a recovery program are all connected in one building.

04 · Our Standard

A result that makes you feel, "I'm glad I did it back then."

"In facial bone surgery, an 'accurate diagnosis' with full focus on one patient comes first, rather than seeing many patients quickly. Beyond looking better, chewing and breathing functions must be stable. That is why I tell you honestly if surgery isn't needed."

"Results that, even as time passes after surgery, make you feel 'I'm glad I did it.' That is the standard I most want to uphold."

— Dr. Sang-Hoon Lee

What matters most to me when I meet a patient is "why the patient came to our clinic, and whether I can achieve that goal." Beyond that, I hope the process of reaching that goal becomes an enjoyable and worthwhile experience.

Read our care principles and "Consultations Where We Did Not Recommend Surgery" Dr. Sang-Hoon Lee's Profile

CONSULTATION

First, let's look at whether your face actually needs surgery.

If we determine during your consultation that surgery isn't necessary, we will tell you so. Listen thoroughly, see it in 3D, and take your time to decide.

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