DNA testing services gain popularity among young population in Korea

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Genetic testing is spreading like a trend among the young generation in Korea, reminiscent of the recent personality test craze.

According to industry sources on Tuesday, there has been a sharp increase in demand for genetic testing services from young people. Particularly, the direct-to-consumer (DTC) market, which allows easy genetic testing from home without the need to visit specialized institutions, has become more popular, driving its activation.

Korean digital healthcare company Macrogen Inc. is actively engaged in the DTC business. As a leading genetic analysis company, Macrogen launched Gentok in June. Gentok offers 69 types of genetic testing services, ranging from hair loss to skin aging, insomnia, and caffeine metabolism. It even reveals the number of flush-inducing genes for those who turn red after drinking alcohol. By applying for the desired package through the app, customers receive a sample kit delivered to their homes. After sending back the kit with saliva samples, Macrogen analyzes the samples and sends the results to the customers. Gentok accumulated over one million visitors within just one month of its launch.

“Among the basic package options, the most popular test item is hair loss. Particularly, the participation rate of the young generation is very high,” said one official from Macrogen.

Hair loss, once considered a common characteristic among middle-aged men, has become a concern for young MZ generation, leading many young customers to undergo genetic testing for hair loss. They seek to proactively identify how many hair loss-related genetic factors they possess, and their likelihood of experiencing hair thinning or grey hair, to take preventive measures.

The trend is also evident in the genetic testing service provided by financial technology company Banksalad Co. “Recently, there has been a significant increase in reviews regarding hair loss tests, with 90 percent of the total testers being in their 20s, with 55.9 percent, and 30s, with 35.9 percent,” said an official of the company.

Banksalad, launched in 2021, analyzes information on four genetic traits, including male-pattern and circular hair loss, hair thickness, and grey hair. Additionally, it offers testing services for about 60 other aspects, including obesity, potential for yo-yo effect, nutrition, and skin. The testing process involves customers scratching the insides of their mouths ten times on each side, putting the samples into a solution, and then sending them back. Currently, more than 250,000 people have used the service. One unnamed Banksalad user has received a “risk” diagnosis for hair loss. “Lately, I’ve been worried about my receding hairline forming an M shape, and the Banksalad test results showed that I have 7 out of the 10 unfavorable genes related to hair loss. I’ll start practicing abstinence from alcohol and smoking in my daily life as a first step,” said the user.

Medizen Humancare Inc.’s Lifegene also operates a DTC genetic analysis service. According to Medigen, obesity is another popular testing field among those in their 20s and 30s, along with hair loss. At present, Medigen provides more than 300 analysis services based on its long-standing experience. It allows testers to understand not only their nutritional status and appropriate sleep patterns but also their likelihood of developing major cancers, such as stomach, liver, and colon cancers, and dementia. It also reveals alcohol and nicotine dependence.

The popularity of genetic testing among the young generation seems to reflect the trend of the younger generation actively investing in self-discovery. Both the overwhelming popularity of the personality test and genetic testing stem from providing individuals with profound insights about themselves. “Genetic testing has gained appeal as it not only reveals my current state but also helps me foresee what I will become and what precautions I should take,” explained a Macrogen representative.

According to the market research agency GlobeNewswire, the global DTC genetic testing market was estimated to be around 2.4 trillion won ($1.59 billion) last year, with an annual growth rate of 20 percent.