In marketing and business, cultural understanding is key to forging authentic connections and is fundamental in making sense of diverse perspectives and contexts. Surprisingly, Chinese burial practices offer rich insights into the concepts of respect, symbolism, and community engagement—elements that resonate deeply in effective marketing strategies.
My father passed away in 2013, and I was put in charge of the cemetery and burial ceremony with a stern warning: once the coffin is pushed into the grave, it cannot be pulled out again. I was reminded of another family who had not considered the coffin handles, leading to the unfortunate task of pulling the coffin out to remove the handles so it could fit inside the grave. Consequently, I measured the coffin and the grave several times in different ways. I discovered that when my father built his own mausoleum, he allocated a generous allowance for coffin space. His foresight reflects thoughtful consideration of these traditions, allowing for a respectful and smooth burial process.
According to Confucian philosophy, the responsibility for the funeral and burial rests with the children of the deceased, emphasizing the importance of filial piety. Chinese burial beliefs and practices are deeply rooted in tradition and cultural values, highlighting respect for ancestors and ensuring a smooth passage to the afterlife. Here are some key beliefs and practices:
- Mourning color – Throughout the mourning period, the family of the deceased traditionally wears all white attire. This symbolizes mourning and respect for the departed.
- Coffin and Burial Space – It is a common belief that once the coffin is placed in the grave or mausoleum, it should not be moved again. Disturbing the resting place of the deceased is believed to bring bad luck, primarily to the family and descendants of the deceased. This bad luck can manifest in various forms, such as health issues, financial difficulties, or other misfortunes. In some beliefs, the unrest of the deceased’s spirit could also affect the broader community, leading to a general sense of unease or misfortune. Therefore, careful measurement and preparation of the burial site are essential.
- Burial Site – The location and orientation of the burial site are often chosen based on Feng Shui principles to ensure good fortune for the descendants. Factors such as the direction of the grave, the surrounding landscape, and even the day and time of burial are considered. Preferences for burial sites include:
a.) High Elevation: High elevations are often preferred as they are believed to provide good Feng Shui. These locations represent status and offer a clear view, symbolizing clarity and protection for the descendants.
b.) Facing Directions: Graves are traditionally oriented to face south, which is considered auspicious in Chinese culture. According to Feng Shui tradition, south-facing graves are believed to receive the best sunlight, symbolizing warmth, growth, and prosperity. Additionally, the south is associated with the Yang energy, which is active and positive, ideal for promoting the well-being and fortune of the descendants of the deceased.
c.) Surrounding Environment: The site should ideally be protected by natural features like hills or trees at the back (considered as support) and open space at the front (symbolizing a bright future). - Coffin Quality and Placement – The coffin should be of appropriate size and design, fitting perfectly into either the grave or the tomb. The quality of the coffin is seen as a final act of tribute and respect to the deceased. High-quality materials and craftsmanship reflect the family’s love, respect, and financial status, symbolizing an honorable farewell to the departed.
- Funeral Rites and Offerings – Traditional Chinese Buddhist funerals often incorporate various rites and offerings to honor the deceased and ensure their well-being in the afterlife. This typically involves burning joss paper (often called “spirit money”), offering food, and chanting sutras and prayers led by Buddhist monks, aimed at guiding the spirit toward a favorable rebirth and releasing any karmic attachments. Christian Chinese funerals frequently integrate or replace traditional customs with Christian practices. This can include prayer services, hymns, and scripture readings. Christian symbols such as crosses may be used, and there may be a focus on eternal life and resurrection, diverging from traditional ancestor worship. In Chinese culture, reaching the age of 80 or beyond is regarded as a remarkable achievement worthy of celebration. Mourners are encouraged to commemorate the person’s longevity rather than solely mourn their passing.
- Age Calculation – In traditional Chinese age reckoning, a newborn is considered one year old at birth, rather than starting at zero. This is because, in ancient times, the time spent in the womb was considered part of a person’s age, which is why everyone was considered ‘one year old’ as soon as they were born. Therefore, a deceased person who is 82 years old by Chinese calculation would actually be 81 in Western terms.
- Mausoleum Space – Constructing a mausoleum with ample space is a practical solution among the wealthy to accommodate various coffin sizes and shapes. This not only respects the tradition of not disturbing the coffin once it is placed, but also ensures convenience during the burial process.
- Handling of the Deceased – The deceased should be handled with great care and respect. Specific rituals are observed for cleansing and dressing the body, as well as for placing items in the coffin. Objects with symbolic meanings are often included to accompany the deceased into the afterlife.
a.) Small Mirror: Placed inside the coffin near the head of the deceased and strategically positioned to face outward, the small mirror is believed to reflect away evil spirits and protects the soul of the deceased from negative energies during the afterlife journey.
b.) Coins: Coins are commonly included among Taoists to ensure the deceased has wealth in the afterlife, reflecting the belief that similar to the living world, financial resources are necessary.
c.) Religious Scrolls: These scrolls often contain prayers and blessings, providing spiritual guidance and support to the deceased on their afterlife journey.
These items are chosen based on cultural beliefs and familial traditions, symbolizing respect and ensuring the deceased’s well-being in the spiritual realm. - Timing of the Burial – The timing of the burial is considered crucial and is often selected based on astrological considerations to ensure the deceased’s spirit finds peace and their descendants receive blessings. Early coordination with the memorial garden is meticulously planned to honor these beliefs.
- Warning to the Guests – The practice of posting Chinese Zodiac signs at the entrance of the funeral hall to warn attendees of conflicting zodiac signs serves as a precautionary measure against potential negative influences or bad luck associated with attending a burial on specific dates. This belief stems from the idea that participating in certain activities at particular times could invite misfortune or harm. This practice underscores the cultural importance of avoiding actions that might disrupt harmony or invite bad luck. By heeding these warnings, attendees can mitigate perceived risks and safeguard their well-being.
- Guests – In Chinese tradition, it is generally believed that older generations should not attend the funerals of younger individuals, especially if they are their juniors in age or status. This is because it is considered unnatural and goes against the expected order of life. However, if an older individual insists on attending the funeral of a younger person despite traditional beliefs, it may be viewed as a personal decision driven by familial ties or individual beliefs. In such cases, while there may be cultural norms advising against it, familial bonds and personal convictions can sometimes override these customs. Each family may handle such situations differently, balancing respect for tradition with personal choices and family dynamics.
- Guests Leaving – In Chinese culture, phrases like ‘I will go ahead’ are avoided when leaving a funeral, as such words are believed to bring bad luck. This superstition stems from the metaphorical suggestion that uttering these phrases may imply a willingness to follow the deceased. This belief is deeply rooted in traditional Chinese superstitions and cultural norms, where words and actions are thought to carry symbolic meanings that can influence one’s luck or fate. Therefore, guests may quietly depart without informing the bereaved family, and this should not be misunderstood as a lack of respect.
- Final Farewell – The presence of a marching band playing loud music is believed to ward off evil spirits, safeguarding the deceased and their family during their journey to the afterlife, ensuring they find their way without hindrance. The inclusion of a marching band in funeral rites may be influenced by local customs, cultural traditions, or personal preferences rather than specific religious beliefs. Family members and loved ones typically participate in a final farewell ceremony where they may place flowers, soil, or other symbolic items into the grave before it is sealed. This gesture symbolizes their last respects and enduring connection to the deceased.
- Mourning Period – The traditional mourning period is one year, with the first-born son sometimes observing it for up to three years. This practice stems from Confucian beliefs about filial piety and respect for one’s parents. Today, many families observe a shorter period, typically 49 days, based on Buddhist beliefs about the soul’s journey and reincarnation. During this time, the family is not allowed to attend parties, celebrations, or other festive events, as mourning and death are often associated with inauspiciousness. There is also a belief in maintaining ritual purity, especially during significant events such as weddings, birthdays, and festivals. People in mourning are considered ritually impure, and their presence may be avoided to maintain the sanctity of these occasions. From the host’s point of view, the presence of someone in mourning can bring negative energy or bad luck, particularly during joyous occasions or festivals.
Marketing to Chinese customers in a culturally sensitive manner, particularly concerning death, funerals, and burial practices, necessitates a deep understanding of their culture, traditions, values, and beliefs. By doing so, businesses can forge stronger connections with Chinese consumers, demonstrate genuine cultural awareness, and differentiate themselves in competitive markets.
***
Josiah Go is chair and chief innovation strategist of Mansmith and Fielders Inc. He is co-author of the book Entrepreneurship: The Four-Gate Model (with Chiqui Escareal-Go, and Calel Gosingtian) officially endorsed by Go Negosyo and JCI Manila.
