My Seoul Secret

What My Seoul Secret does

My Seoul Secret is a Seoul-based medical tourism marketplace operating under the legal entity ASTUTR CO. LTD that connects foreign patients with Korean cosmetic surgery, dermatology, and dental clinics. Founded in 2013 by American expat Jeet Dhindsa (also known as Ranjit Dhindsa) as a community blog, it was reorganized in 2015 as a government-backed medical tourism facilitator and licensed by the Korean Central Government as a Foreign Patient Attraction Business (license A-2015-01-01-1853). The company positions itself as a 'Medical Beauty Trip Advisor,' offering a web platform with patient reviews, doctor Q&A, before/after photo galleries, clinic directory listings, and a patient intake form that feeds inquiries to a network of 50+ partner clinics in the Gangnam district of Seoul.

The core technology is a WordPress-based website (myseoulsecret.com) integrating clinic reviews, patient community forums, and communication channels (KakaoTalk, WhatsApp, Facebook Messenger), with Google Maps for clinic locations and the Bookly plugin for appointment booking. Notable proprietary offerings include a 'Ghost Doctor Buster' surgeon verification service that confirms the contracted surgeon — not a substitute — performs the procedure, and a Korean Medical Interpreter booking product. The platform surfaces six named feature partners including 365mc Liposuction & Bariatric Surgery Center, DA Plastic Surgery, Euro Plastic Surgery, JW Plastic Surgery, Deesse Plastic Surgery, and The Face Dental Clinic.

The business model combines two revenue streams: (1) direct-to-consumer service plans — a $299 Smart Beauty Plan (full-service research, facilitation, negotiation, 1-year follow-up) and a $99 DIY Plan (lightweight guardian-angel support for self-directed patients); and (2) B2B clinic referral and case management fees ranging from 10% to 30% of total medical fees collected from partner clinics. Add-on services include interpreter time, airport pickup ($80), and recovery food delivery ($10/day). Customer acquisition is driven by content marketing, SEO, organic social, community reviews, and an annual makeover contest co-sponsored with TL Plastic Surgery. The company employs 1-10 people and has raised approximately $31,422 across two funding rounds in 2015.

Name

My Seoul Secret

Legal name

주식회사 에스투터 (ASTUTR CO. LTD)

Website

https://myseoulsecret.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

My Seoul Secret is a Seoul-based medical tourism marketplace (operating under ASTUTR CO. LTD) that connects foreign medical tourists with Korean cosmetic surgery, dermatology, and dental clinics via a review-driven web platform, earning revenue from patient service plans ($99-$299) and clinic referral fees (10-30%).

Ownership category

akta.pro rank

Product category

Medical Tourism Services

NAICS

Travel Agencies (56151), Tour Operators (561520)

SIC

Services-Health Services (8000)

akta.pro primary industry

Cosmetic & Plastic Surgery Tourism Agencies (THAKAIAD)

akta.pro secondary industry

Outbound Medical Tourism Facilitators (THAKAIAA)

Keywords

• Medical tourism
• Cosmetic surgery
• Clinic referral
• Medical interpretation
• Beauty travel

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Patient Service Plans: My Seoul Secret charges patients directly for service plans: Smart Beauty Plan ($299) includes research, facilitation, and negotiation; DIY Plan ($99) provides limited support. Add-on services include interpreter ($30,000 KRW/hour), airport pickup ($80), and food delivery ($10/day).
2. Clinic Referral & Case Management Fees: The company collects referral and case management fees from partner clinics, ranging from 10% to 30% of total medical fees, depending on resources and complexity. This is the primary revenue mechanism as clinics pay for patient introductions and administrative support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

My Seoul Secret operates as a medical beauty trip advisor platform connecting foreign medical tourists with Korean cosmetic surgery, dermatology, and dental clinics. The company sells paid service plans (Smart Beauty Plan at $299 and DIY Plan at $99) to patients for clinic research, facilitation, and negotiation, while also earning 10-30% referral fees from partner clinics. Additional add-on services include Korean medical interpretation, airport pickup, recovery food delivery, and personal assistant/translator support.

Product overview

My Seoul Secret operates as a medical beauty trip advisor platform connecting foreign patients with Korean plastic surgery clinics. The core offerings consist of two service plans: the Smart Beauty Plan ($299) providing full-service research, facilitation, and negotiation support with clinic recommendations and 1-year follow-up, and the Do It Yourself Plan ($99) for self-directed patients seeking minimal support. Add-on services include Korean medical interpreter booking, airport pickup ($80), food delivery ($10/day), and personal assistant/translator services (30,000 won/hour). The platform also features a community-driven clinic reviews and ratings system, and a free patient intake form for connecting with clinics.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Beauty Plan Comprehensive patient service plan at $299 that researches Korean clinics, gathers three competitive clinic recommendations, provides travel and accommodation guides, offers unlimited virtual assistance, priority scheduling, surgeon verification, and 1-year post-procedure follow-up support. Designed for foreign patients planning cosmetic surgery, dermatology, or dental procedures in Seoul.
• DIY Plan Self-service support plan at $99 for foreign patients who have already booked appointments with Korean clinics, providing local guardian-angel concierge support (Mon-Sun 10AM-7PM, average response within 45 minutes) and a $20 rebate if the customer documents and publishes their experience on the platform.
• Korean Medical Interpreter Booking Booking service for professional Korean medical interpreters to assist foreign patients during consultations and treatments at Seoul plastic surgery, skin clinics, and dental facilities, priced at 30,000 KRW per hour with a 2-hour minimum.
• Airport Pick Up Service One-way airport transportation in a comfortable and safe van for medical tourists arriving in Korea for procedures, priced at $80 USD.
• Food Delivery Service Liquid or recovery-friendly food delivery service for patients during post-surgery recovery in Seoul, priced at $10 per day.
• Personal Assistant / Translator Service Hourly Korean translator and personal assistant service for in-person support during medical tourism visits in Seoul, priced at 30,000 KRW per hour with a 2-hour minimum.

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• TL Plastic SurgerycoreStrategic or Co-development Partner · 7 August 2015Co-sponsor of the annual Beauty Model Lab makeover contest where contestants compete for free cosmetic procedures. TL Plastic Surgery provides sponsored procedures while My Seoul Secret provides platform visibility and manages the contest. Two grand prize winners received approximately $10,000-$35,000 in free procedures, with additional discount certificates for finalists.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Market position

Weaknesses1 record

Competitive moat4 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xx.com/myseoulsecret
• YouTubeyoutube.com/user/MySeoulSecret
• Facebookfacebook.com/myseoulsecret
• Instagraminstagram.com/myseoulsecret
• LinkedInlinkedin.com/company/astutr

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Seoul Secret