Hydrangea Funeral Altars Grow 3.8x in 5 Years: The Rise of 'Memorable Funerals' and Shifting Perspectives

As funeral services become increasingly simplified, more people are prioritizing how to make the final moments of life memorable.

LIVENT Inc. (CEO: Rikio Mikami; HQ: Shinagawa, Tokyo), a company committed to the mission 'Memories Forever' through digital services, marketing, and life ceremonies, reports a rising demand for custom-made flower altars featuring the deceased's favorite or seasonal flowers at its 'Hana-Sougi' service. Notably, altars incorporating hydrangeas—a signature early summer flower—increased approximately 3.8 times, from 86 cases in 2020 to 328 cases in 2025. Hydrangeas are familiar in everyday landscapes such as gardens and parks. Because they bloom annually in the same season, they are increasingly chosen as 'flowers that bring back memories of the loved one every time they see them.'

■ Background of the Expansion of 'Memorable Funerals'
In a 2025 survey conducted by the company, 92.8% of respondents expressed a desire to be 'sent off with flowers,' and 68.4% specified wanting 'seasonal flowers' or 'their favorite flowers.' This indicates a shift from traditional, uniform funeral views to those that emphasize the deceased's individuality. Furthermore, among the approximately 2,000 consultations Hana-Sougi receives annually, there are requests to be sent off with flowers that will remind people of them whenever that season returns. The need for funeral spaces that layer memories onto the seasons is growing.

■ Management Technology and Spatial Design Supporting Hydrangea Altars
Hydrangeas are difficult to maintain in terms of water uptake and climate control. High-level management techniques are required to keep them beautiful in funeral spaces, especially in air-conditioned interiors where they are prone to wilting. LIVENT employs spatial designers who are floral experts responsible for spatial production. They manage the condition of the flowers and design the entire space—from the altar to the flower offering and incense stations—as a single integrated unit. Hana-Sougi focuses not just on decoration but on expressing a person's life through flowers and space, ensuring it is passed on as a memory.

■ Voices from Families Who Chose Hydrangea Altars
Families who selected hydrangea altars shared the following:
- 'My mother looked forward to the hydrangeas blooming in her garden every June. Even after she passed away, the family talks about her whenever the hydrangeas bloom.'
- 'We were able to send off my mother, who loved hydrangeas, in a space filled with them. The whole family was satisfied with the farewell. Even now, we remember her when the hydrangea season arrives.'

■ Future Outlook: Comment from Rikio Mikami, CEO of LIVENT Inc.
'I feel that many people's interest is shifting from ceremonies that follow a set format to how their own or their family's lives will remain in memory. Since our founding, we have designed how a person's life will be remembered, cherishing their individuality and the family's feelings. By leveraging the technical skills of our spatial designers and the planning abilities of our memorial consultants, we aim to establish a new funeral culture where scenes and images of the deceased vividly return every time the season comes around.'