Chinese funeral brand Greatroam launches pet memorial incense

Chinese funeral aesthetics brand Greatroam (归丛) has teamed up with lifestyle aesthetics brand LA FADEUR to release a pet memorial incense gift set named "ZhiHanXiangWei" (稚憨相偎), coinciding with China's Qingming Festival.

Founded in 2023 by former furniture entrepreneur Gao Guqi, Greatroam is a modern funeral brand that blends sensory aesthetics, including visual, textural, tactile and olfactory elements, with a contemporary reverence for funeral culture. I t creates ritual experiences for the deceased and those in mourning, offering comfort to the living and peace for the departed through beauty and warmth.

"ZhiHanXiangWei" enters a pet memorial market that has expanded notably in recent years, driven by shifting demographics and the growing tendency among Chinese households to regard companion animals as family members.

The collection draws inspiration from a late black kitten once owned by Zhang Jiebai, founder of LA FADEUR. Following the kitten's passing, it was buried under a tree in the backyard. Zhang found calm in walking on nearby hills, and occasional fleeting memories of the kitten continued to evoke gentle amusement.

The name "ZhiHanXiangWei" carries distinct emotional resonance in the context of pet companionship. "Zhi" (稚) refers to the innocence of early life; "Han" (憨) denotes unguarded trust; and "Xiangwei" (相偎) embodies the quiet comfort of a pet curled gently at one's feet.

The choice of incense as a medium is also significant. Photographs, fur clippings and paw prints are common mementos for grieving pet owners, but for this collaboration the brands turned to incense.

In Chinese culture, incense has long served as a conduit for memory, used in ancestral rites and Buddhist ceremonies to convey offerings and intentions through smoke. The gift set extends this tradition to the commemoration of pets.

Explaining the emotional meaning behind it, the brand said lighting a stick of incense transforms a static space into one layered with presence: the thin, rising plume of smoke becomes a gesture of connection, and its scent a gentle evocation of memory.

The set contains three distinct fragrances, each designed to correspond with companionship, comfort and remembrance respectively. Housed in a vintage-style wooden box, the collection uses simple materials to preserve precious everyday moments.

Inside the paper tubes for the incense are excerpts from six poems, both Chinese and international, capturing poets' observations of their bonds with animals. Examples include Du Fu's (杜甫) verse: "My old dog rejoices at my return, nuzzling close against my robes" (旧犬喜我归，低徊入衣裾).

"When the fragrance reaches us and the soft smoke drifts before our eyes, we recall moments spent with our pets," the brand explained. "These acts of remembrance bring greater calm, alongside the warmth of cherished memories."

MARKETING-INTERACTIVE has reached out to Greatroam for more information. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence.

Related articles:
Funeral-themed V-day campaign: Is taboo marketing worth the risk?
Organisers explain insights behind the funeral-themed flower bouquets