For Dato Frank Choo Chuo Siong, Managing Director of Xiao En Group, the work of caring for both the living and the departed is an ongoing journey that embodies a holistic approach to life. As the heir to a family business founded by his late father, Dato Frank continues the legacy of the Xiao En Group, which has spent over four decades serving the community with compassion and dedication.

The story of Xiao En begins with a vision from Dato Frank’s father, who saw an unmet need in the bereavement industry. His father’s commitment to bridging this gap laid the foundation for the group’s mission of promoting harmonious coexistence in both life and death. Now, Dato Frank has taken on the responsibility of expanding this mission, focusing not just on bereavement care, but also on educating the public about grief and loss.

“To achieve sustainable goals, we must live in harmony with the universe,” Dato Frank explains. His leadership emphasizes a blend of bereavement services, life education, and social advocacy. Central to this approach is the belief that true sustainability comes from living in balance with both life and the environment. One notable initiative under the Xiao En umbrella is the “Silent Mentor Project,” a body donation program operated by University Malaya and the Academy for Silent Mentor, which contributes to medical education.

Xiao En’s unique approach to business combines compassionate bereavement care with life education, while also advocating for peace and environmental stewardship. This philosophy is based on the understanding that life and death are interconnected, and that fostering this understanding is key to building resilient communities.

The company was recently honoured with the “Brand Legend Award” for 40 years of service, an acknowledgment of Xiao En’s ongoing contributions to both the industry and society. Dato Frank views this recognition as a profound honor, a reflection of the company’s mission to guide families through loss and teach them to celebrate life’s fleeting moments with love, gratitude, and meaning.

“Our legacy is rooted in the philosophy that every life is interconnected,” he says. “We integrate life education into our services to empower families to celebrate every stage of life, nurturing a deeper sense of love and gratitude.”

Xiao En has always been a multi-generational company, and Dato Frank is proud to continue his father’s work while adapting to the needs of modern society. This continuity, he believes, allows the company to innovate while staying grounded in its core values.

The company’s vision for the future is focused on creating a culture that cherishes life and promotes education across generations. “We aim to serve families with compassion, dignity, and respect, while pioneering life education as a necessary part of community development,” he says. “By honouring life, we strengthen societal bonds and inspire positive change.”

During the pandemic, Xiao En found new ways to reach out to the community, adapting to the challenges posed by social distancing and lockdowns. By expanding its presence online and hosting educational workshops, the company accelerated its mission of promoting life education. The pandemic underscored the importance of human connection, and Xiao En responded by embracing adaptability in its services and expanding its educational reach.

Post-pandemic, Xiao En has emphasized the integration of digital tools and sustainability into its services. Families are increasingly seeking personalized memorials that reflect the values of their loved ones, and Xiao En has responded by offering eco-friendly options, such as green columbaria and ash burials. The company is also innovating with online grief support, aligning its services with contemporary values and environmental concerns.

Being recognized as a “Brand Legend” is not just about success in business, according to Dato Frank. It is about creating a brand that transcends traditional boundaries. “A true brand legend is one that not only serves its customers but also the community, leaving a lasting impact through innovation, empathy, and values that resonate across generations,” he asserts.

Xiao En’s strength lies in its clear purpose: to honour life and provide meaningful support to families. Despite the challenges faced, Dato Frank sees each obstacle as an opportunity for growth, deepening the company’s commitment to its mission.

He notes that the collaboration between generations is key to Xiao En’s sustained growth. While the older generation brings wisdom, experience, and a strong foundation of values, the younger generation offers fresh perspectives, creativity, and technological fluency. This balance fosters both innovation and continuity, ensuring that Xiao En remains forward-thinking while staying true to its core mission.

@Paparazzi