Apgujeong (압구정).

Apgujeong-dong, inside Gangnam-gu, is where most of Seoul's high-volume plastic surgery happens. It's a tight 1-square-kilometer block anchored by "Rodeo Street" — a corridor of luxury boutiques interleaved with clinic consultation offices.

Surgery, more than dermatology. Rhinoplasty, V-line contouring, double eyelid, breast, and revision cases make up most of the volume here. Many of Korea's flagship surgical brands have their main location in Apgujeong or the adjacent Cheongdam-dong.

Volume. The top Apgujeong surgeons perform a single procedure dozens of times per week — and that repetition is one of the genuine arguments for traveling to Korea in the first place. A surgeon doing 40 rhinoplasties a week for a decade is not the same as a surgeon doing 40 a year for a decade.

Apgujeong runs 10–20% above the Gangnam baseline for surgery. A rhinoplasty that lists at ₩5M in a suburban Seoul clinic will typically list at ₩6–7M in a well-known Apgujeong practice.

"Consultation offices" (상담실) that are not the actual clinic. Some marketing firms rent storefronts on Rodeo Street to funnel patients to affiliated clinics. Always verify that the licensed medical address matches the storefront before you deposit.