LONDON, June 9 -- Living forever has become the wellness and marketing trend of the 2020s. But cheating death - or at least delaying it - will come at a price.

What was once the domain of scientists and the uber rich is increasingly becoming a consumer product. Those pushing the idea, spearheaded by tech billionaire Bryan Johnson's "Don't Die" movement, believe death isn't inevitable, but is a solvable problem.

The global longevity market - spanning gene therapies, anti-ageing drugs, diagnostics and wellness plans - is projected to hit US$610 billion (RM2.6 trillion) this year. At its core, the marketing of these products feeds off the age-old fear of mortality and the desire to stay young.

But while the marketing is reaching the masse...