Reflecting on Growth, Moving Forward with Purpose

As long as we keep moving forward, every year leaves a trail of growth. The year 2024 was no exception—it was filled with meaningful moments that touched our hearts and marked significant milestones in our journey. Amidst our busyness, there are always moments worth pausing for—moments to reflect, to look back on the path we have traveled. As we enter 2025, let us refocus and revisit the ten key highlights of 2024, reliving the passion that ignited our journey. As we continue down this long road of growth, we must hold steadfast to our original aspirations and move forward with unwavering determination.

1. Community Event, Conversations on Life and Death in Secondary Cities

For decades, we have been promoting life education and have often received inquiries like, “Can you bring life education events to my hometown?” This prompted us to consider whether communities in secondary cities should have access to the same life education resources as those in urban centers. In 2024, in collaboration with Daie Culture, we embraced the bold idea of bringing life education beyond the capital to secondary cities across different states. This initiative aimed to provide those in need with the opportunity to explore life from the perspectives of “understanding death through life” and “embracing life through death.” With the support of various organizations, this courageous idea became a reality. The “It’s all about Life and Death” community event took place from July to October 2024 in Klang (Selangor), Kuching (Sarawak), and Kota Bharu (Kelantan), engaging approximately 800 local residents in a meaningful dialogue about life and death.

2. Life Practitioners Bring Life Education to Campus

The year 2024 saw the widespread sowing of “seeds of life education.” With our reputation growing and community event expanding to different regions, we formed connections with numerous primary schools, secondary schools, and universities. Our life education team took every opportunity to engage with these institutions, conducting sessions at Universiti Tunku Abdul Rahman (Kampar), Chung Hwa Independent High School (Kelantan), Batu Kawa Min Lit Secondary School (Kuching), Chung Hua Middle School No.4 (Kuching), and Chung Hwa Independent High School (Kuala Lumpur). Through themes such as “Embrace Life: A Journey of Spiritual Growth Together” and ” Love Never Ends,” our Life Practitioners shared their professional insights and real-life experiences of witnessing countless moments of joy and sorrow. At Chung Hwa Independent High School (Kelantan) and Chung Hwa Independent High School (Kuala Lumpur), students actively participated as one of the curators to conduct an opening introduction for each Life Practitioners in the program, engaging in months of online and offline interactions with our Life Practitioners. This profound exchange embodied the essence of “life influencing life.”

3. Singapore Conference, Another Global Stage

Following our 2023 participation in the “Taiwan Funeral Industry Summit – The Modern Role of Life and Death Care Teams,” we were honored to receive another overseas invitation in 2024. Six of our Life Practitioners were invited to the “Grief and Bereavement Conference” organized by the Singapore Hospice Council. With over 200 industry experts in attendance, our team presented two impactful sessions. As Xiao En’s Grief Counselling Consultant, Mr. Fong Yee Leong, once expressed in the “Malaysia DEATHFEST,” “We are all holding up an umbrella for the community.” This umbrella of support continues to unite those who believe in life education, expanding resources and strengthening our collective ability to “care” for communities. Another session, presented by 5 Life Practitioners, showcased the professionalism and empathy cultivated over years of dedicated service in the funeral industry. This transnational dialogue not only fostered professional exchanges but also reaffirmed our unwavering mission to uphold dignity in life and death.

4. Breaking Out of Echo Chambers: Learning and Growth

As advocates of life education, broadening our horizons is essential. In 2024, we stepped outside our familiar sphere to engage with cultural research and historical studies, gaining diverse perspectives. Highlights included exploring the Regional Revitalization of Ipoh, learning about Kuching’s history through the lens of local historian Cai Yu (Chai Kit Siang), and understanding the indigenous Bornean perspective on death and burial at the Borneo Cultural Museum. Additionally, in Kelantan, we collaborated with students from Chung Hwa Independent High School Kelantan to engage in “community service” at a local Chinese primary school, where we created handmade crafts and listened to children’s unique life stories. In Malacca, we visited the Pay Fong School History Gallery and witnessed a century-old legacy of community-supported education. Through these experiences, our team absorbed new insights and reaffirmed our commitment to spreading life education.

5. Death Expo on Campus: Deepening Life Education

Since the success of Malaysia’s first-ever “Life and Death Exhibition” (DEATH FEST) in 2018, we have explored diverse ways to present life education. Inspired by this, we envisioned exposition as “seeds” that could be duplicated and nurtured by institutions that share our mission. Following the “隆中华生命关爱展2023” hosted by Chung Hwa Independent High School (KL), 2024 saw new exposition, including the “One Life” exposition at Hin Hua High School (Klang), which guided participants through life’s four essential lessons: Say Thanks, Say Forgiveness, Say Love, and Say Goodbye. Additionally, the “Life and Death Expo” at Universiti Tunku Abdul Rahman (Kampar) attracted over a thousand visitors over several days.

6. Cross-Cultural Recognition: Embracing “Peace for the living, Rest for the departed”

We deeply appreciate every media opportunity that recognizes the importance of life education. In 2024, we were especially grateful for the attention from non-Chinese media, which sought to understand not just the rituals of the Chinese funeral industry but also the compassion and dedication of our frontline professionals in “Peace for the living, Rest for the departed”.  We extend our gratitude to The Star for featuring our clinical care profession in their “Unusual Career Paths” segment, shedding light on how they help families heal through respectful care for the departed. Special thanks also to students from UiTM’s Faculty of Communication and Media Studies, who produced a mini-documentary titled Perjalanan Terakhir (The Final Journey), offering a Malay-speaking audience a closer look at the intricacies of funeral services.

7. Life Education Tours: Local and International Exchanges

Throughout the year, we hosted numerous educational tours for groups of various ages and backgrounds, including Nanhua University (Taiwan), Rockwill Group, Mackay Medical College (Taiwan), enteh Junior College of Medicine, Nursing and Management (Taiwan), the Taiwan Funeral Directors Association, the Selangor Chinese Assembly Hall, and Funeral industry professionals from China. These exchanges enriched our understanding and reinforced the idea that life education transcends borders.

8. Inner Light: Healing Ourselves While Healing Others

Life education is typically outward-facing, but in 2024, we made an effort to nurture our internal team as well. We created tailored life education programs for our staff, allowing them to slow down and experience the warmth and depth of our mission. To honor their dedication, we also crafted personalized 3D trophies for our Life Practitioners, recognizing their invaluable contributions.

9. Ash Burial: Growing Impact

Since its launch in 2023, the impact and influence of the Ash Burial initiative have extended beyond widespread public interest and inquiries. It has also inspired various organizations and groups to recognize its environmental contribution through exemplary action. Many have personally visited Xiao En Memorial Park to observe and learn about its implementation, including representatives from the Soka Gakkai Association, Persatuan Siong Kong Bahau, Kelab Kebajikan You Xin, and other dedicated individuals. Moreover, the Ash Burial initiative has sparked a ripple effect, encouraging the Persatuan Siong Kong Bahau to adopt and promote this eco-friendly burial method. As the first community burial ground to establish a dedicated Ash Burial zone, it now offers an additional option for those in need. We hope this pioneering effort will continue to spread, and inspiring more organizations and communities to participate in its advocacy—only through collective commitment can we drive meaningful and lasting change.

10. Recognition and Continued Commitment

Each recognition we receive is a testament to our unwavering dedication. In 2024, we were honored with the Sin Chew Business Excellence Award, the Branding Association of Brand Legend Award, and once again named one of Tatler Asia’s Most Influential Individuals. These accolades reaffirm our commitment to making life education a powerful force for society. Reflecting on growth, we move forward with purpose.

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