Cosmetic surgery/ViMUT hospital

Pitsinee J

In this era of social media, image has become more important than ever, and beauty enhancement is no longer a matter of gender. The user base for cosmetic surgery services is expanding and evolving.

Although the spending power was seen a sharply drop in many business sectors, investing in beauty, especially among younger generations are increasingly.

Therefore, ViMUT Hospital, located nearby BTS’s Sapankwai station, recently launched its maxillofacial contouring center to tap into the growing demand for cosmetic and aesthetic procedures.

This new center aligns with the global trend of focusing on overall well-being, while enhancing external appearance for an improved quality of life as well as apart of strengthen Thailand as the Asia’s premier aesthetic.

Asst. Prof. Dr. Chanchai Wongchuensoontorn , oral and maxillofacial surgeon, specialist for facial bone contouring and jaw surgery and maxillofacial contouring Center, ViMUT hospital, said that its maxillofacial contouring center is ready to provide a new option for those looking to refine their facial bone structure and boost confidence with expert doctors with dual qualifications in both oral and maxillofacial surgery and facial bone and jaw contouring surgery to correct facial structures and dental issues in one procedure.

Price of maxillofacial contouring treatment at ViMUT hospital is between 80,000 and 500,000 baht depending on the complicated treatments.

The facial bone contouring surgery market in Thailand is consistently growing, with individuals aged 20 to 45 showing increased interest in cosmetic surgery. This trend is not limited to Thailand but is also expanding globally. Balanced face structure often depends on the proportion of facial features, with key areas including the cheekbones, jaw, chin, superciliary arches, and jawline. Those with abnormalities or disproportionate facial structures can consult a doctor for solutions through facial and jaw surgery.

According to Kasikorn Research Center, the country's cosmetic surgery and aesthetic treatment market is expected to be worth of 70 billion baht in 2023, with growth between 2.3 - 3.6%.

The average age of those undergoing cosmetic procedures has decreased from 40-50 years old in the past decade to 20 years old at present.

“Despite the economic slowdown, we found a rise in beauty investments among younger generations, reflecting the rapid growth of the cosmetic surgery and treatment sector in Thailand. Beyond traditional target groups like Gen Y women and the LGBTQIA+ community, Gen Z and men are increasingly turning to cosmetic surgery to redefine their appearance,” Asst. Prof. Dr. Chanchai said

He adds that the most popular cosmetic surgery and aesthetic treatment in Thailand are breast surgery and rhinoplasty but now maxillofacial contouring ranks among top five popular.

“We’ve observed that younger generations are increasingly investing in beauty, and ViMUT hospital is well-prepared to meet this demand, providing tailored solutions for those seeking to shape and enhance their appearance, contributing Thailand’s positioning as a leading destination for cosmetic surgery and aesthetic treatments,” Surawee Chaithumrongkool, chief executive officer, ViMUT Hospital Holding Co, said.

According to the World Travel & Tourism Council (WTTC), Thailand ranked among the top five countries in global medical tourism spending in 2019 along with Korea, China, Singapore and others. Of the total, 60% of medical tourists coming for aesthetic procedures.

Thailand’s competitive advantage in cosmetic surgery lies in its affordable prices compared to other countries, while still delivering high-quality services that meet international standards.

According to the SCB EIC Health & Wellness 2023 survey, while women and LGBTQIA+ individuals remain the main customer base of the beauty industry, there is a growing interest among men in cosmetic surgery, and younger generations like Gen Z are also eager to invest in these treatments. With social media normalizing appearance alterations, the goal of facial contouring surgery is sometimes not just for beauty but also includes correcting issues, such as cleft lips, abnormalities from accidents or certain diseases, and jaw issues that cause misalignment of teeth, affecting chewing.

Dr. Suvanich Triamchanchoochai​​, ViMUT’s deputy CEO, said currently 80% of overall ViMUT customers are Thais with 70% is woman, 20% is man and 10% is others and the remaining is foreigner from CLMV markets. Portion of foreign customers would rise to 35-40% over the next two years.

He expects revenue of overall ViMUT is 1.3 billion baht this year, of which the total 20 million baht will come from its new maxillofacial contouring center.