• Her career shift led her to a lucrative European market
• Her annual venture generates millions of dollars despite ongoing challenges

Residents of Heze in eastern China have turned long-standing taboos surrounding death into a thriving industry, despite traditional beliefs that regard death as inauspicious.

In July 2023, 29-year-old Lisa Liu left her job as a teacher to enter the coffin trade, targeting the European market—particularly Italy. Seeing workers treat coffins as nothing more than pieces of wood helped her overcome fears tied to bad-luck rituals.

Coffins exported to Europe are distinguished by their lighter weight and decorative carvings. About three million paulownia trees are grown in Heze, making them ideal for producing coffins suited to European demand. Chinese coffins sell for between $90 and $150, compared with $1,100 to $2,100 in Europe.

Liu’s factory exports roughly 40,000 coffins to Europe each year, generating around $6 million in revenue despite rising shipping costs and shifting European policies.

Sociologists say China’s growing openness toward death reflects a broader shift in perception, as younger generations confront the subject more directly—organizing personal funerals, taking part in simulated death experiences, and reflecting on life’s meaning beyond traditional cultural norms.