LabGenomics Opens Industry-First DTC Pop-Up Store at Hyundai Department Store Mia Branch Health Expo

Genetic testing company LabGenomics announced on the 10th that it will hold an event introducing the personal trait genetic test ‘WithGene’ and the oral microbiome test ‘BiOralCare’ directly to consumers.

The event will be held from today until the 16th of this month at the basement level 1 event hall of Hyundai Department Store Mia Branch, where visitors can purchase test kits on-site and apply for testing.

The tests showcased by LabGenomics through the pop-up store are DTC (Direct To Consumer) tests that consumers can apply for directly without going through medical institutions. The biggest feature is that testers can easily and safely collect samples themselves. Previously, in 2023, LabGenomics also conducted mobile live commerce on Hyundai Home Shopping’s official online mall, Hyundai H Mall.

A LabGenomics representative said, “With May being Family Month, we expect many visits from families and younger customers at the department store. During this period, by providing experiential content that consumers can quickly and easily do at home, we hope it will be an opportunity for many people to become familiar with personal genetic testing.”

Following the revision of guidelines by the Ministry of Health and Welfare last month, some regulations on DTC tests have been relaxed, and the related market is expected to grow rapidly. In particular, it is anticipated that the market will quickly expand into related industries as supplements, health functional foods, and cosmetics can be sold based on personal genetic test results, creating various business models.

Meanwhile, LabGenomics provides personal trait genetic testing services to various companies such as BankSalad, Amorepacific, and Samsung Electronics employee malls. Utilizing academic materials and diverse clinical data, they have continuously launched accurate and reliable tests such as ‘WithGene (personal trait genetic test)’, ‘BiOralCare (oral microbiome test)’, and ‘PinkBiomeCare (vaginal microbiome test)’. Recently, they opened an online mall (pgsmall) where consumers can purchase personal trait genetic test and oral microbiome test kits, enhancing consumer accessibility.