From Wagyu to joss paper: rise of pet spirit money, luxury farewell ceremonies take China by storm

“Pet spirit money” in various currencies has emerged as a burgeoning trend, with many promoting “luxury dog funerals” that include paper servants and companion pets, as well as unique paper offerings such as salmon, tuna, steak, Wagyu beef and dried chicken.In China, holding funerals for loved ones and burning joss paper have long been revered mourning traditions, originally intended to express remembrance and respect for the deceased, as well as to convey the hope that they will thrive in the afterlife.However, as the pet industry continues to flourish in China, a growing array of pet services modelled after human practices has emerged, including pet funerals, with many owners adopting similar rituals to commemorate and process their grief for deceased companions.The pet industry in China has seen remarkable growth, evolving from a niche market into a vibrant, technologically advanced, and rapidly advancing sector. Photo: EPA/Alex PlavevskiAt these pet funeral services, memorial ceremonies are thoughtfully arranged, featuring floral displays, farewell blankets, memorial walls and paw-print keepsake boxes, providing pets with a dignified final goodbye.Amid this trend, a niche market for “pet joss paper” and funeral offerings has also surfaced, creating a new business opportunity.Numerous online stores now offer pet-related ritual paper items.For instance, some vendors provide elaborate “luxury pet funeral” packages priced at 239.8 yuan (US$35), which may include up to 139 paper offerings, such as shampoo, washing machines, air conditioners, and even symbolic servants or companion pets, along with gold and silver ingots.