Genoray Launches Veterinary X-ray Brand 'VETERA'… Targeting the Global Medical Device Market (2026.04.10)

On the 10th, Genoray (CEO Byung-wook Park), a global leader in X-ray imaging diagnostic medical devices, announced the launch of its veterinary X-ray brand, ‘VETERA.’ Having secured FDA approval and CE certification, the company is now set to expand into the global veterinary medical device market.

This brand launch is part of a strategic expansion, leveraging the technical expertise and global business capabilities Genoray has cultivated in the human medical imaging sector. With the recent growth in the pet population and the advancement of veterinary services, the company aims to secure new growth engines by applying its existing know-how to this expanding market.

Genoray has long established its technical and quality competitiveness in human diagnostic imaging, including C-Arms, mammography, and dental imaging. The company explained that as its existing equipment has been consistently used in veterinary clinical settings, it decided to formalize this demand under the dedicated, systematic veterinary brand, ‘VETERA.’

With the launch of VETERA, the company will operate its veterinary medical device business under a separate brand structure and has secured key certifications across its entire product lineup. It plans to use this as a foundation to accelerate its entry into the global market.

Furthermore, the company plans to leverage its established global sales network to accelerate the expansion of its veterinary business. Its strategy involves securing early demand in emerging markets such as Turkey, the Middle East, and Southeast Asia, while focusing on replacement demand in developed markets like the U.S. and Europe.

A Genoray representative stated, “The launch of VETERA is the result of formalizing our existing product competitiveness and market demand into a systematic brand business. Building on the technical expertise and global capabilities gained from our human medical business, we are committed to achieving tangible growth in the veterinary diagnostic imaging market.”