Korean cosmetic surgery institutes have long provided convenience to Chinese customers and increasingly more plastic surgery hospitals or surgeons in China shifted their business focus to cosmetic surgery, because there’s a high demand. And it’s a lucrative business.

SoYoung, launched in August 2013, wanted to change the market where most information customers previously could get were paid search results from search services like Baidu, Jin Xing, CEO of the company, told TechNode earlier this year. Many of the highly profitable institutes, according to Jin, have a team of SEO staff and highly-paid marketing employees that the cost of a order could be as high as 3000 yuan (roughly $500) or even higher. The costs, of course, are reflected in the bills paid by customers.

So the company’s plan is to provide transparent information and features made available through the Internet to attract users. It has managed to have cosmetic surgery institutes in China and South Korea on the site answering questions from users and interact with them.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com