CEBU CITY – After-death care continues to be a
nagging problem in urban cities, like Cebu with high costs associated with
funeral services and scarcity of public burial sites, remain a challenge for
many families yet, the after-death care industry is growing, driven by
increasing demand for funeral and cremation services not only in Cebu but in
many urban places in the Philippines.
According to this industry stakeholders, in a sales pitch in Cebu on March 17 at the True Vine Garden Columbary in Cebu, that the Philippines funeral home and funeral service market trend is expected to grow, with a forecasted revenue of P44.75 billion in 2026, up from P27 billion in 2025. Cremation services are gaining popularity, especially in urban areas like Cebu, due to limited land availability and lower costs.
Traditional wake and burial services remain prevalent, influenced by cultural and religious preferences, however, high costs remain a challenge for the middle-income and low-income families living in the urban centers.
Key players in the after-death care industry like True Vine Garden Columbary (TVGC) in Cebu, Haven of Peace Memorial Garden (HOP) and Cosmopolitan Climbs Life Plan Inc. (CCLPI) and St. Peter’s Memorial Plans have partnered to offer integrated memorial services and pre-need plans in Cebu, while the government has enacted the Free Funeral Services Act (RA 12309), providing free funeral services to indigent families.
The growing awareness of pre-need planning and memorial services with government initiatives and partnerships between funeral service providers aim to improve accessibility and affordability presents opportunities for industry growth, the industry players said.
After-death care industry's impact at the local scene
According to Allan Ballesteros, Business Development Director of True Vine Garden Columbary in Cebu, a new concept in memorial spaces is taking root in the heart of Cebu as True Vine Garden Columbary continues to gain strong market traction, offering families a serene garden setting to honor and remember their departed loved ones.
“Cebu City is rapidly urbanizing, and the reality is that available space for traditional burials is becoming increasingly scarce. At the same time, cremation rates are steadily rising. True Vine Garden Columbary offers families a dignified and accessible alternative — a peaceful garden space where they can continue to visit, remember, and celebrate the lives of their loved ones,” Ballesteros said in an exclusive interview with this writer.
He noted that the strong sales momentum since the project’s launch in 2023 reflects how the concept resonates with modern families. The project responds to the growing challenges faced by highly urbanized cities like Cebu, adding that cremation and columbarium have been steadily transforming the traditional image of after-death care by introducing a beautifully landscaped garden sanctuary within the city, a place designed not only for remembrance but also for reflection and celebration of life.
“Since we broke ground in November 2023, the market response has been overwhelming. We are seeing strong demand not only from families in Cebu, but also from investors and buyers abroad who recognize the long-term value of memorial spaces in prime urban locations,” bared Joseph So Jr., Managing Director of True Vine Garden Columbary.
The project represents a shift in how memorial spaces are designed and experienced. Traditionally, memorial spaces can feel cold or somber, it creates a place filled with greenery, light, and thoughtful design — a place that feels peaceful, comforting, and alive, Joseph So added.
True Vine Garden Columbary and all other similar columbaries in Cebu have drawn interest not only from end-users, but also from wholesale investors and overseas buyers, recognizing both the emotional value and long-term investment potential of memorial spaces located within the city.
According to the industry key players, the demand and response from the market to this new shift have been remarkable, they said that columbarium sales continue to attract buyers especially now that most have included pet columbary, which is making brisk sales, reflecting the growing desire among pet owners to give their beloved companions a dignified resting place.
“Remembrance should not only be about grief. It
should also be about gratitude, reflection, and honoring the legacy of those
who came before us. Encouraged by the
response in Cebu, we are also exploring opportunities to bring the True Vine
concept to major cities in the Visayas and Mindanao, where the demand for
modern memorial spaces is also growing,” So added. (Photos: MBCNewman)


