Reserving one's own funeral is something of a rarity -- if not unheard of.

But John Kamm, president of Tokyo-based startup All Nations Society Corp., believes "seizen-yoyaku," or "preneed" funeral reservations, will catch on with the Japanese soon.

Since entering the funeral business in June 2003, the 35-year-old American entrepreneur said his company has received more than 2,000 reservations.