Party has sought to channel the funeral industry and death rituals into vehicles for reshaping people into "modern" citizens and subjects. Since the Reform and Opening period and the marketization of state funeral parlors, the Party has promoted personalized funerals in the hope of promoting a market-oriented and individualistic ethos. However, things have not gone as planned.

Huwy-min Lucia Liu writes about the funerals she witnessed and the life stories of two kinds of funeral workers: state workers who are quasi-government officials and semilegal private funeral brokers. She shows that end-of-life commemoration in urban China today is characterized by the resilience of social conventions and not a shift toward market economy individualization. Rather than seeing a rise of individualism and the decline of a socialist self, Liu sees the durability of socialist, religious, communal, and relational ideas of self, woven together through creative ritual framings in spite of their contradictions.