Healing Paper, the operator of South Korea’s beauty medical information platform Gangnam Unni, announced that its Thai-language app ‘UNNI’ has achieved a tenfold increase in the number of users booking Korean medical beauty services, just seven months after its launch.
Launched in November 2024, the UNNI app targets Thai users seeking information on Korean dermatology and plastic surgery. Since its debut, the app has shown rapid adoption, largely fueled by word-of-mouth among users. It has reached the second position in the Beauty category on Google Play and ranked 11th in the Health & Fitness category on the Apple App Store in Thailand.
The primary user base is made up of women in their late 20s to early 30s, with strong interest in skin lifting, rhinoplasty, and fat-reduction procedures. Compared to the time of launch, the monthly number of Thai users making bookings at Korean beauty clinics through the app has increased by a factor of ten.
The company attributes this growth to a robust localization strategy. The app provides Thai-language information on Korean hospital procedures and pricing, and reviews written by users in different languages are automatically translated into Thai. It also offers auto-translated chat consultations with hospitals, enabling users to communicate easily despite language differences. The entire process—from browsing information and reading reviews to making reservations—is conducted in Thai, enhancing convenience and accessibility for local users.
Healing Paper plans to continue strengthening its services to meet the growing demand for Korean beauty medical tourism among Thai consumers.
