EllexLab partners with ex-basketball star Woo Ji-won's firm to market AI-developed probiotic

South Korean bio-health company EllexLab is set to amplify the market presence of its probiotic product, 'GBLac,' through a new strategic partnership with Vitalab. Vitalab is led by Woo Ji-won, a former national basketball player known for his disciplined image and marketing expertise. The agreement, announced on July 13, combines EllexLab's advanced biotechnology with Vitalab's marketing capabilities to target both domestic and international health supplement markets.

The core objective of this collaboration is to convey the value of "well-aging" to consumers, encouraging healthy and vibrant lifestyles. 'GBLac Smart Habit' was developed using a unique platform that merges AI vision sensors with Caenorhabditis elegans, a model organism used for alternative animal testing. EllexLab's researchers meticulously analyzed approximately 1,000 candidate probiotic strains to select superior ones that support vitality and health.

“

GBLac is a product that can help improve physical vitality needed in an aging society. We will properly convey the healthy value of the brand with Vitalab.

Vitalab will spearhead the brand's marketing strategy, leveraging Woo Ji-won's credibility and commitment to a dynamic lifestyle. The company plans to combine this with GBLac's scientific integrity to deliver authentic messaging. EllexLab's CEO, Choi Shin-sik, highlighted GBLac's potential to aid in maintaining physical vitality, especially in an aging society, and expressed commitment to communicating its healthy values effectively through Vitalab.

Woo Ji-won echoed this sentiment, stating his trust in EllexLab's innovative AI bio-technology and screening process. He aims to establish GBLac as a leading brand in the well-aging market. The partnership intends to drive joint promotions across online and offline retail channels, live commerce, influencer collaborations, and sports marketing initiatives to broaden the product's reach.

“

We decided to collaborate because we trust EllexLab's innovative AI bio-technology and scientific screening process, and we will grow it into a leading brand in the well-aging market.