Biodata services

In the last few years, DNA testing kits for home use have become increasingly popular. According to an MIT Technology Review, by February 2019, more than 26 million consumers had submitted their DNA to four major commercial ancestry databases and health databases. The rapid, sophisticated analysis of DNA is making genetic testing more accessible than ever. This opens the door to lifestyle experiences that enhance the hyper-personalized luxury offerings.

New restaurants and services are using biodata to redefine fine dining. Sushi Singularity uses genetic analysis to create tailored meals for every individual. The restaurant, which is set to open in Tokyo at the end of this year, will collect bio-samples from diners one week before reservations to create 3D-printed, unique sushi that meets their nutritional needs. A second sushi experience uses DNA data to create a menu tailored to a diner’s dietary needs. London’s Yo! In February 2019, DNAFit and Yo! Dinner, Yo! The Way Scheme offered personalized meals for free to customers who sent in a sample of their saliva.

DNANudge wants to make genetically informed eating more accessible through their wearable device. The wristband, along with the accompanying app, was released at CES 2020. Users can now shop for their DNA. The DNABand analyzes a cheek swab to identify food products that are best for the individual’s genetic makeup.

Daniel del Olmo is the founding partner of The Passionality Group. He has described this as the next era in dining. “We believe hyper-personalization will become commonplace in the future,” he said at the Restaurant Finance & Development Conference in Las Vegas in November 2019.

Luxury matchmaking services are also using genetic science. Gene Partner Japan, a Tokyo-based company, uses DNA samples to determine a person’s HLA genes. The theory goes that the greater the differences between the HLA profiles of two people, the more attractive they will find each other. Gene Future, a rival Tokyo company, offers a similar service at a lower price to potential couples. GeneMate in Singapore launched in June 2019 and allows customers to search for their perfect life partner by using biodata. The firm also uses its algorithm. Both Japan and Singapore are providing government funding to companies that offer DNA-matching services in order to combat the declining birth rate.

Travel is booming thanks to DNA services. Airbnb is one of the companies that uses biotechnology to create transformative travel experiences. Airbnb partnered up with 23andMe to tailor activities for customers based on their ancestral heritage in spring 2019. Airbnb suggests that someone with Mexican roots might find an experience to learn ancient dyeing techniques in Mexico City as part of a heritage vacation.

Consumer DNA services will not disappear anytime soon, despite the ongoing debate about whether genetic testing is reliable in predicting factors such as compatibility and heritage. Biodata services will become more popular as consumers demand personalized insights beyond wellness assessments and reports.

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