Interviewee: Gao Guqi, Founder of the Funeral Brand Gui Cong(归从)
Interviewer: Mingwei（Me）
Date: November 6, 2024
Transcript of the interview dialogue：
I got in touch with the brand’s HR by way of email, added his contact details through Mr Gao Guqi’s permission.
In my interview with Gao Guqi, the questions were primarily focused on the following key areas:
- Balancing Tradition and Modernity:
- How Gui Cong’s designs respect traditional Chinese funeral customs while adapting to contemporary aesthetics and lifestyles.
- Opportunities for innovation within the structure of traditional Chinese funeral rituals.
- Personalization and Emotional Expression:
- How Gui Cong incorporates personalized elements into funeral products to help families better express their emotions and connect with the deceased.
- Challenges in Public Perception:
- Whether families with strong traditional beliefs might find it difficult to accept Gui Cong’s modernized products and how the brand addresses these concerns.
- Future Directions and Cultural Impact:
- Plans to expand beyond funeral products into areas like funeral planning or psychological support.
- The potential of Gui Cong’s designs and philosophy to influence broader cultural perceptions of death and funerals.
Here is some key takeaways of the interview:
–Mingwei: Mr. Gao, thank you for taking the time for this interview. You were once the founder of the furniture design brand Fanji, and now you’ve transitioned into the funeral supplies field with the creation of Gui Cong. What prompted this change?
Gao Guqi: Thank you for your attention. After leaving Fanji, I experienced the loss of my parents, which made me reflect deeply on life and death. While preparing their funerals, I realized that most funeral products on the market lack aesthetic appeal and fail to reflect the deceased’s individuality or contemporary design. This led me to think about whether design could provide a more heartfelt and beautiful farewell for the deceased while offering emotional solace to the living.
–Mingwei: In designing Gui Cong’s products, how do you balance tradition with modern aesthetics?
Gao Guqi: We hold great respect for traditional culture, as it carries profound history and emotions. At the same time, we understand that traditions need to connect with modern life to be widely accepted. For example, our spirit tablets draw inspiration from the forms of ancient Chinese architecture but are simplified to fit modern home aesthetics. Additionally, our candles and ceramics retain Chinese aesthetic elements while serving multifunctional purposes, such as being used for worship or as home decor, aligning with younger generations’ preferences.
–Mingwei: Has Gui Cong worked with clients to design more personalized funeral products?
Gao Guqi: Yes, we’ve received customized requests, such as designing exclusive spirit tablets or urns for the deceased. Every piece has a unique story behind it. We engage in deep conversations with clients to learn about the deceased’s life and preferences, incorporating those elements into the design. This personalized service not only makes the funeral items more meaningful but also helps the living express their memories and emotions.
–Mingwei: Many traditional rituals, such as burning paper offerings and incense, are deeply rooted in funeral culture. What is your perspective on these customs?
Gao Guqi: Traditional rituals are an essential part of culture and a way to channel emotions. We don’t aim to eliminate these practices but rather to adapt them to modern needs through design. For instance, burning paper is a form of expressing grief, but it has environmental implications. We are exploring the development of more eco-friendly “paper money” to preserve the tradition while addressing contemporary concerns.
–Mingwei: Discussions about death are often seen as taboo in contemporary society. What efforts has Gui Cong made to encourage people to face this topic?
Gao Guqi: It’s true that death is often avoided in conversations, but death education is essential. It helps people handle and accept loss more calmly. Gui Cong provides products and services as gentle entry points for engaging with the topic of death. For example, we’ve published guides on writing wills and planning funerals to prepare individuals for these inevitable events. We also plan to initiate exhibitions and workshops to explore the meaning of life and death with the public.
–Mingwei: You mentioned that Gui Cong’s designs focus on using natural materials like wood, ceramics, and stone. Is there a specific reason behind choosing these materials?
Gao Guqi: We select these natural materials because we want our products to convey a sense of peace and permanence. Funeral items are about marking the end of life, but they also serve as a continuation of memories. The texture and feel of natural materials can provide a comforting sense of stability and create a deeper connection with the deceased’s life. Additionally, these materials align with sustainability principles, meeting the modern demand for eco-friendly solutions.
–Mingwei: Traditional Chinese funeral ceremonies often have strict rules regarding timing and steps. Do you think Gui Cong’s product designs can find space for innovation within these rituals?
Gao Guqi: Traditional rituals indeed have significant cultural and historical meaning, but I believe product design can focus on the emotional aspect. For instance, the form, color, and use of offerings don’t have to strictly follow past conventions. They can instead adopt modern approaches to better align with the emotional needs and preferences of the family. Gui Cong aims to enrich the experience of the ritual through design rather than altering the ritual itself.
–Mingwei: Gui Cong’s products are quite unique in concept and design, but do you think they might be challenging for families with strong traditional beliefs to accept?
Gao Guqi: That’s a valid concern, and we’ve thought about it as well. When promoting our products, we don’t try to challenge traditional beliefs. Instead, we emphasize how our designs can better help families express their remembrance for the deceased. For instance, we invite families to share stories about their loved ones and incorporate these narratives into the product design. This personalized approach not only reduces resistance from traditional perspectives but also makes the products more heartfelt and easier for families to embrace.
–Mingwei: Does Gui Cong plan to expand its range of services in the future, such as offering funeral planning or psychological support in addition to funeral items?
Gao Guqi: Yes, we are exploring these possibilities. The funeral industry is highly comprehensive, and it involves more than just items. The planning of the ceremony and emotional support for families are also crucial aspects. In the future, we hope to establish a more holistic service system, either through partnerships or our own offerings, such as educational courses on funerals, personalized funeral planning, and psychological counseling for grieving families. These will be key directions for our brand’s growth.
–Mingwei: Do you believe Gui Cong’s designs and philosophy could have a broader cultural impact, such as influencing how people perceive death itself?
Gao Guqi: That’s something we’re actively trying to achieve. I hope Gui Cong is not just a brand that provides funeral items but also becomes a new form of cultural expression. By blending aesthetics and emotion, we aim to encourage people to rethink the meaning of death—not just as an end but as a form of return. I believe that when people adopt a more open attitude toward death, they will also gain a deeper understanding and appreciation of life.
Reflections from the Interviewer:
Through my conversation with Gao Guqi, I gained a deeper understanding of how traditional funeral culture can merge with modern design. His approach of combining personalization and contemporary aesthetics into traditional funeral items left a strong impression on me. For him, design is not just about changing appearances but also about conveying emotions, which feels refreshing and meaningful.
What struck me most was how he finds a balance between being environmentally friendly and preserving ritualistic value. His ideas, such as designing eco-friendly paper offerings and modern-style spirit tablets, show the possibility of blending traditional and modern needs. It made me realize that preserving culture is not about holding onto old forms but about renewing its vitality through innovation.
Also, his focus on comforting the living gave me new perspectives. Funeral design is not only about remembering the deceased but also about providing space for the living to heal and reflect. This emotional dimension of funerals inspires me to think more deeply about their purpose in contemporary society.
-Attached is Q&A in English and Chinese during the interview
-Attached is Participant Consent Form (SIP)