Rekindling Tradition with a Green Glow: Singapore Startup Transforms Ancestral Worship

In the vibrant tapestry of Singaporean culture, ancestral worship stands as a profound and enduring tradition, a heartfelt bridge connecting the living with those who have passed on. Yet, beneath the smoke of incense and the crackle of burning joss paper, a modern dilemma has emerged: the significant environmental footprint left by these ancient rituals.

Each year, Singapore alone grapples with an staggering 8,000 tonnes of joss paper waste, much of which is incinerated, contributing to air pollution and a growing ecological burden.

Enter Incense Co., a visionary Singaporean startup co-founded by Jonathan Tan and Ng Wei Jie, determined to revolutionize this sacred practice.

Their mission? To blend deep-rooted tradition with urgent environmental consciousness, offering sustainable alternatives that honour ancestors without compromising our planet. Their journey began from personal reflection – Jonathan’s experience after his grandmother’s passing, and Ng Wei Jie’s observations of family traditions – sparking a desire to evolve ancestral worship for a new era.

Incense Co.

introduces two groundbreaking solutions. First, they've pioneered the transformation of incense ash, often discarded as mere waste, into beautiful, compressed beads. These 'incense ash beads' are more than just decorative keepsakes; they represent a tangible link, a piece of the ritual reimagined. Families can choose to incorporate them into daily life as thoughtful mementos, turning residue into remembrance and waste into cherished art.

Their second innovation addresses the mountain of joss paper.

Incense Co. offers 'eco-friendly hell notes' and joss paper crafted from readily recyclable materials like newspaper, printed with water-based, non-toxic inks. This means that after their symbolic journey, these offerings can be recycled, significantly reducing landfill waste and air pollution. It’s a powerful statement that respect for ancestors can beautifully align with respect for the Earth.

Central to Incense Co.'s philosophy is a shift from materiality to intentionality.

The founders believe that the sincerity and thought behind an offering far outweigh the sheer quantity or extravagance of the materials used. This encourages practitioners, especially younger generations, to focus on the spiritual essence of the ritual rather than conventional expectations, making ancestral worship more accessible, meaningful, and genuinely sustainable.

However, pioneering change in practices steeped in tradition is no easy feat.

Incense Co. faces the challenge of deeply ingrained mindsets, particularly among elders who may fear that deviating from traditional methods could be seen as disrespectful or invite bad luck. Convincing the market requires education, empathy, and a gentle persuasion that sustainability is not a sacrifice of tradition, but an evolution that ensures its longevity.

Supported by NUS Enterprise and having participated in the Lean Startup Programme, Incense Co.

is actively working to bridge this generational gap. They aim to demonstrate that embracing eco-friendly options is a profound act of reverence – honouring ancestors by preserving the world they cherished for future generations. It’s about creating new legacies, where ancient wisdom meets modern responsibility.

Ultimately, Incense Co.

envisions a future where ancestral worship is not only vibrant and deeply personal but also a beacon of environmental stewardship. By transforming discarded ash into cherished keepsakes and reimagining joss paper, this innovative startup is not just selling products; they are inviting a cultural reawakening, ensuring that these sacred rituals continue to thrive in a world increasingly conscious of its ecological footprint.

It’s a powerful testament to how tradition can, and must, evolve to remain relevant and revered.