Story perspectives

Cultural Shift: Heze's New Coffin Industry Takes Off

2/16/2026

Summary

Story summary

A cultural shift in Heze, Shandong province, China, is transforming attitudes toward death and coffins, fueling a new industry.
Lisa Liu, 29, left teaching in July 2023 to sell coffins, targeting Europe, notably Italy.
During a factory tour, Liu learned the coffin production process.
Workers view coffins as wooden objects and store items in empty urns.
The experience helped Liu overcome superstitions, contrasting heavy Chinese coffins with lighter Italian designs.

1 of 1

Story summary

A cultural shift in Heze, Shandong province, China, is transforming attitudes toward death and coffins, fueling a new industry.
Lisa Liu, 29, left teaching in July 2023 to sell coffins, targeting Europe, notably Italy.
During a factory tour, Liu learned the coffin production process.
Workers view coffins as wooden objects and store items in empty urns.
The experience helped Liu overcome superstitions, contrasting heavy Chinese coffins with lighter Italian designs.