"With a lot of these folk customs, the mourners don't feel right if the custom is not observed, and they regret it afterwards," says Kao, who is one of 28 funeral service providers officially accredited by Taipei City Government. Family-run funeral companies have started offering funeral policies too, and like the big firms, they are striving to upgrade their image.
「很多民間習俗，喪家要是不做，就覺得心裡怪怪的，甚至日後形成一種遺憾，」名列台北市政府評鑑合格的二十八家業者之一的高繼昌說，家傳的葬儀社，目前也有生前契約，並力圖形象改革。