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Transforming Funerals: Embracing Individuality in Farewells

On June 23 and 24, 2026, the Pacifico Yokohama hosted the Funeral Business Fair 2026, where Takayuki Nakagawa, the CEO of Musubisu Co., gave a compelling talk titled “What We Must Do to Propose the Optimal Plans So That Families Can Feel Satisfied: From Template Funerals to Custom Funerals.” This event focused on the evolution of the funeral industry and the need for personalized ceremonies amidst changing societal dynamics.

In recent years, the landscape surrounding funerals has undergone significant transformations. Factors like population decline, nuclear family structures, and an aging society have rendered traditional funerals—historically centered around religious leaders and community networks—less viable in their traditional forms. However, the essential purpose of funerals as a moment to say goodbye to cherished individuals remains unchanged. The rise of template funerals reflects a societal trend where families delegate the entire process to funeral companies; a trend that has at times obscured who the funeral is truly for, leading to unsatisfactory farewells for grieving families.

Musubisu sees funerals not merely as rituals or formalities but as crucial moments for reflecting on the deceased’s life and empowering the bereaved families to move forward. The company operates under the motto “Every person deserves a unique farewell,” emphasizing the importance of crafting each farewell to reflect the deceased’s life, personality, values, and the sentiments of their families. Instead of fitting them into existing templates, Musubisu collaborates with families to envision what a meaningful farewell looks like for them.

During Nakagawa’s presentation, he emphasized that funeral homes should not limit themselves to merely conducting the ceremonies. Instead, they should aim to fully engage with the bereaved, understand their unspoken needs and desires, and lead them toward a farewell that brings satisfaction and closure. Musubisu's efforts in this area reflect its proactive stance in the industry. The company has shared a range of funeral videos across social media platforms like YouTube, Instagram, and TikTok, accumulating over 250,000 followers and more than 650 million views. These videos, shot by funeral staff with the consent of family members, have resonated widely, highlighting a societal yearning for meaningful farewells that embody the inherent value of a proper send-off.

The heartfelt narratives and reflections on the deceased that surface in these funerals often resonate deeply with audiences, inspiring sentiments like “I want to cherish my time with loved ones” and “I too will live my life to the fullest.” Musubisu believes it is vital to convey the values of funerals beyond the confines of the industry itself, fostering an understanding of their importance within society at large.

Musubisu's vision is not to create groundbreaking funeral concepts but rather to reaffirm the intrinsic value of funerals that once occurred naturally within communities. They seek to adapt this essence to contemporary family dynamics and societal values, delivering funerals in a manner that meets modern needs. The act of conducting a funeral should never be the end goal; instead, it should facilitate a transformative time for families to process their loss and regain their strength to face the future. Maintaining a perspective focused on “building a future for the bereaved” is integral to Musubisu’s philosophy.

By participating in the Funeral Business Fair 2026, Musubisu aims to spotlight the potential of custom funerals and the evolving role of funeral homes in today’s society. Moving forward, Musubisu remains committed to realizing the concept of unique farewells tailored to individuals, while also sympathizing with the broader societal narratives around the true value of funerals, contributing to the ongoing development of the funeral industry.

About Musubisu Co., Ltd.

Musubisu Co., Ltd. considers funerals as essential ceremonies, transcending mere ritual. It offers a vital service in which families can reflect on the deceased’s legacy while reclaiming their strength to embrace the future ahead. Addressing societal discomfort with traditional forms, rather than outright criticism, Musubisu has made it their mission to restore the individuality and acceptance of departures.

About Musubisu Funerals

Musubisu's approach to funerals is decidedly custom; rather than applying traditional formats, each ceremony is crafted based on the life, personality, values of the deceased, and the sentiments of their families.

• - Detailed plans that incorporate the deceased's hobbies, careers, or cherished phrases
• - Creating spaces that convey the uniqueness of the individual via photos, letters, or videos
• - Thoughtful production incorporating flowers, music, and design that carry meaningful significance

Through this process, Musubisu engages families in discovering and designing their meaningful goodbye, rather than merely presenting an