[Photo & Text: Song Young-doo, Edaily Reporter] With the dawn of an era featuring 2 million foreign patients, #Classis’ growth strategy and global scalability are drawing renewed attention. This is because a virtuous cycle is forming where medical tourism directly translates into overseas demand, as more foreigners who have experienced Korean aesthetic medicine—primarily in dermatology—are seeking out Classis equipment such as Shrink (known overseas as Ultraformer) and Volnueme in their home countries.

The aesthetic medical device industry believes that as Classis begins its full-scale push into the Chinese, Brazilian, and U.S. markets—a move that coincides with the expansion of Korea’s medical tourism market—the company is highly likely to establish itself as a leading beneficiary of “K-Medical Tourism,” going beyond “K-Beauty.”

Why foreign patients choose Shrink... "Most widely used by Koreans, a proven device"

According to the Ministry of Health and Welfare on the 8th, the number of foreign patients visiting Korea last year reached 2,011,822, a 71.9% increase from the previous year, surpassing the 2 million mark for the first time. Among them, dermatology patients numbered 1.31 million, accounting for 62.9% of the total. When plastic surgery is included, the majority of foreign medical tourists are classified as patients seeking cosmetic procedures.

By country, the figures were 619,000 from China, 600,000 from Japan, and 186,000 from Taiwan. Chinese patients showed explosive growth, increasing by 137.5% year-over-year, while Taiwanese patients rose by 122.5%. Changes in the spending patterns of foreign patients are already evident on the ground.

Dr. Hong Won-kyu, who recently met with PharmEdaily—Edaily’s premium pharmaceutical and biotech content platform—at Class One Clinic in Gangnam, Seoul, stated, “In the past, patients would come to Korea, consult with us, and then decide on a procedure. But recently, patients from Japan and China have been doing their research beforehand to determine which procedure to undergo and what equipment to use.” He added, “There are quite a few patients who specifically mention Shrink or Volnume, or request to be treated with Classis equipment.”

He continued, “Foreigners are curious about what procedures Koreans undergo and what equipment they use,” adding, “They tend to seek out the most widely used and proven equipment in Korea, and Classis is a prime example of that.”

In fact, overseas, the product is better known by its global brand name, Ultraformer, rather than the Korean name “Shurink.” Dr. Hong explained, “When overseas patients say they’ve come for an Ultraformer procedure, our staff sometimes don’t know what kind of equipment it is at first.” He added, “Ultimately, it’s the same product as the equipment called ‘Shurink’ in Korea, but this means the brand itself has already established a strong presence overseas.”

Classis’ flagship product, Shrink (known internationally as Ultraformer), is a non-invasive lifting device that utilizes High-Intensity Focused Ultrasound (HIFU) technology. Shrink delivers ultrasound energy deep into the superficial musculoaponeurotic system (SMAS) layer, enabling improved skin elasticity and lifting effects without incisions. The medical aesthetics device industry views it as the product that democratized the ultrasound lifting market, which was previously dominated by expensive imported equipment.

Alongside Shrink, Classis is developing Volnume, a radiofrequency (RF)-based skin elasticity improvement device, as a next-generation growth engine. While Shrink stimulates deep skin layers to enhance lifting effects, Volnume uniformly heats the dermis to improve elasticity and skin texture. Recently, there has been an increase in demand for combined procedures using both devices, leading to expanded adoption by clinics and hospitals both domestically and internationally.

Currently, China is considered the largest source market for medical tourism in Korea. As Chinese patients who have undergone treatments in Korea seek out the same equipment and procedures in their home country, brand awareness is naturally expanding. Trust in Korean beauty and medical services is driving demand for Classis equipment.

However, patient nationalities have recently been diversifying rapidly to include Japan and Europe. Director Hong noted, “While 80–90% of foreign patients used to be from Greater China, that figure has now dropped to around 50–60%. The number of Japanese patients has increased significantly, and due to the influence of Korean beauty trends, patients from Western countries, including Europe, are also steadily increasing.” He added, “In the past, foreigners visited Korea to buy Korean cosmetics, but now they come to experience Korean cosmetic procedures themselves. A pattern is emerging where patients seek out the same equipment and procedures they experienced in Korea in their home countries.”

The ‘Reverse Inflow’ Effect of Foreign Patients: Classys’ Global Marketing Plays a Key Role

The medical aesthetics equipment industry assesses that the era of 2 million foreign patients is effectively serving as a global marketing channel for

Classys

. This is because as overseas patients experience treatments directly in Korea, brand trust increases, which can lead to expanded demand from local clinics and hospitals and increased equipment sales.

In fact, Classys is accelerating its global business expansion in tandem with the growth of medical tourism. In Japan, the company has begun direct sales through its Japanese subsidiary, Classys Japan. In Brazil, Classys acquired the local distributor MedSystems this year, shifting from an indirect to a direct sales model.

Previously, the company supplied products through local distributors. However, moving forward, it will handle sales and marketing directly. The securities industry anticipates that sales of the Ultraformer and Volnume will expand significantly once the Brazilian business stabilizes. Classys has set a sales target of over 50 billion won for Brazil this year.

Brazil is already considered a key market, with approximately 4,000 Ultraformer units installed. Classis is pursuing a strategy of cross-selling its next-generation products, the Ultraformer MPT and Volnume, to existing Ultraformer customers.

The company has also begun a full-scale push into the U.S. market. In March of this year, Classis launched its microneedle radiofrequency device, QuadSey, in the U.S. market. By targeting the radiofrequency market alongside its existing Volnume device, the company is expanding its product portfolio. In the U.S., the company is also strengthening consumer-targeted marketing efforts, such as campaigns during Oscar season and advertisements in Times Square. The securities industry forecasts that meaningful revenue growth is possible as both Volnume and QuadSey grow simultaneously in the U.S. market.

China is considered Classis’s largest potential market. Classis is currently pursuing approval from China’s National Medical Products Administration (NMPA) for Ultraformer and Volnueme. It is highly likely that Volnueme will receive approval in the fourth quarter of this year, and Ultraformer in early next year.

Director Hong cited both brand competitiveness and product competitiveness as the reasons why Classis is bound to succeed overseas.

He explained, “Classis is not merely a company that sells equipment; it has shaped trends in Korea’s aesthetic medicine industry. The fact that its equipment is the most widely used by Korean doctors and the most frequently experienced by patients serves as a powerful competitive advantage in overseas markets as well.” He added, “Korean doctors prioritize treatment speed and efficiency, and Classis equipment has evolved to meet these needs. It offers exceptional ease of use, and with ample data on efficacy and safety, it enjoys high trust among medical professionals.”

He continued, “It offers a higher number of shots and a wider range of treatments for the same cost, making it highly cost-effective,” and assessed that “it is equipment that is easy for doctors to use and provides high patient satisfaction.”

The securities industry also believes that Classis’s global growth story remains valid. With sustained growth in Europe, expanded entry into the U.S. radiofrequency market, a shift to a direct sales model in Brazil, and regulatory approval momentum in China all proceeding simultaneously, the industry forecasts that the company’s global market penetration will accelerate in earnest. In particular, the industry assessed that maintaining this year’s revenue guidance at 490 billion won indicates no change in the company’s mid- to long-term growth momentum.

Director Hong predicted that the increase in foreign patients would lead to the growth of the entire Korean aesthetic medical device industry, going beyond a simple expansion of medical tourism.

He stated, “Classis is the largest aesthetic medical device company in Korea and one of the most successful Korean companies in this sector overseas. As foreign patients begin seeking the same equipment they experienced in Korea in their home countries, the potential for overseas growth will only increase.” He added, “As ‘K-medical tourism’ grows, the global competitiveness of Classis, a leading Korean aesthetic medical device company, will also be further strengthened.”