This funeral aesthetics brand in China just released pet memorial incense for Qingming

In China, one funeral brand is quietly changing how people deal with loss — and yes, it involves incense for pets 🐾

Founded in 2023 by former furniture entrepreneur Gao Guqi, Guicong (often described online as “the funeral industry’s aesthetic brand”) has been rethinking death rituals with a softer, design-driven approach. Instead of cold, taboo-heavy funeral items, it creates objects that actually feel like they belong in your home.

Right before Qingming Festival — China’s traditional tomb-sweeping holiday — Guicong dropped a new collab with lifestyle brand LA FADEUR: a pet memorial incense gift set called “Zhihan Xiangwei.”

The idea came from a real story. The founder of LA FADEUR lost their cat, and the product is basically a quiet way to process that kind of grief. The set includes three scents, each tied to a different emotion — companionship, comfort, and remembrance.

But the detail people are talking about? Each incense tube hides short poems from writers around the world. So lighting it isn’t just ritual — it becomes a small, daily moment to sit with the memory.

This isn’t Guicong’s first move into the pet space either. They previously launched a minimalist pet urn called “A Seed,” designed to store ashes alongside things like fur or whiskers — turning remembrance into something more personal.

Low-key, this says a lot about where things are going in China: even something as heavy as death is getting redesigned with warmth, aesthetics, and everyday rituals 🌿