Japanese dentist woos teenage market with “kawaii” orthodontics

Tokyo: Unlike in Western countries where the wearing of orthodontic braces has become a rite of passage for teenagers, there is still a social stigma attached to the image of donning traditional wires-and-brackets dental appliances.

That’s why a crop of fun and swanky orthodontic clinics like K Braces Orthodontic Dentistry Harajuku Ekimae are attempting to buck the trend – bringing teeth alignment dentistry to the forefront of fashion and pop culture.

One of the ways K Braces is seeking to bring about this paradigm shift is to develop a “kawaii (Japanese meaning for “cute”) orthodontic brand” in Harajuku, Tokyo – one of the most famous and trendy areas in the city.

That means dressing up an entire floor in eye-popping colours and artsy motifs that wouldn’t be out of place in an upmarket fashion retail outlet.

In the treatment room, colourful teeth-inspired icons glow against the pitch dark feature wall to produce a groovy ‘outer-space’ theme.

The treatment unit and cabinetry in the operatory are drenched in shocking pink and purple, layered with a glossy shin for that blade-runner-esque vibe. State-of-the-art 3D dental CT equipment help complete that futuristic look.

Quite surprisingly, the artsy orthodontic outfit has been popular with “fashionable men”, says Dr Satomi Kobayashi, director of K Braces Orthodontic Dentistry Harajuku Station.

Using what Dr Kobayashi calls his “3D digital orthodontic system”, it is possible to tailor-made the treatments for each patient.

“Since the computer automatically designs the custom wire, it is possible to explore the depth of the skeleton before actually starting treatment and simulate the movement of teeth,” he adds.

“The system allows accurate diagnosis and treatment plan while shortening the treatment period.”

Billed as “custom-made orthodontic treatment” where patients get to choose their own treatment methods and orthodontic appliances, the concept of Kawaii Othodontics is said to make the treatment “enjoyable”.

“You can choose the treatment method, orthodontic appliance, colour, and shape according to your own taste,” says the practice owner.

“There are many orthodontic appliances that are perfect for both business and private situations, so feel free to consult with us.”