Dr. Jihoon Kim, who leads BAVA Plastic Surgery Clinic, is a figure who breaks away from the conventional mold of a traditional physician. In the clinic, he is a meticulous and highly skilled medical specialist, while online he is also an influential content creator who connects with the public through witty and engaging content. By lowering the psychological barriers often associated with medical institutions and infusing medical services with a sense of human connection, Dr. Kim is presenting a new paradigm in K-beauty.
The name “BAVA” fully reflects his philosophy of communication. Inspired by the Korean expression meaning “look at this,” the name was designed to be easy for anyone to remember and pronounce. It carries a global sensibility that allows it to feel approachable to international patients as well. From the earliest stages of branding, Dr. Kim carefully considered how to create a brand identity that people would perceive as comfortable and accessible.
The key to Dr. Kim’s strong public support lies in empathy. His social media presence, which initially began with golf-related content, reached a turning point when short-form videos sharing small episodes from daily clinic life and the realistic challenges he faces as a clinic director generated an explosive response. Going beyond the delivery of professional medical information, he humorously conveys that a clinic is also a space filled with real people and genuine experiences, successfully narrowing the emotional distance between doctor and patient.
As a beauty and medical professional, Dr. Kim emphasizes the importance of fundamentals. He identifies three core principles for healthy skin: sun protection, proper hydration, and stress management. In particular, he consistently practices weight training, demonstrating firsthand how the body’s metabolic function affects skin condition. To him, self-care is not merely a cosmetic choice, but an investment and ongoing process of valuing oneself and building self-confidence.
Dr. Kim’s vision now extends beyond Korea to the global stage. His ultimate goal is to grow BAVA CLINIC into a global beauty brand representing Korea. He avoids a so-called “factory-style” hospital model focused solely on expansion in scale. Instead, he aims to share BAVA’s distinctive expertise and patient-centered philosophy with major cities around the world, allowing people everywhere to experience consistent quality and brand values.
Currently active as a professional influencer affiliated with the Korea Influencer Association, Dr. Jihoon Kim is determined to pursue both trust and engagement across the two fields of medical services and content creation. His aspiration to remain a reliable physician to patients and an approachable advisor to the public positions his journey as a new model that adds human warmth to the professionalism of K-medicine, drawing growing attention in the global market.
Photo Credit: SVCOM
