Dying to self is not the buddhist concept of denial
Neither of these passages (John 12 or Matthew 16) should be used as fuel for a “die to self” theology for believers. No, we’re told as new creations to count ourselves as being dead to sin and alive to God (Romans 6:11). And if we’re the new self, then we should not be denying our self. Instead, we should be learning about our new self and choosing to act like who we really are!