The conceptualized company—The institution of Reincarnation— was inspired by the Chinese funeral tradition and superstition about death. It is believed that the soul becomes transmigrated into a new infant (or animal) to live again upon death. Afterlife care, as one of the most important traditions in Chinese funeral system, not only showcases people’s concern for afterlife souls but also represents their hope of having a better next life.
The company provides deceased people and their family services according to the funeral traditions. The concept aims to encourage people to ponder death as an extension of life.