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South Korean-style photo-only weddings gain popularity in Japan
TOKYO -- "Instagrammable" South Korean-style photo-only weddings are gaining popularity in Japan amid the trend of young couples moving away from lavish ceremonies and receptions.
As the term "June Bride" indicates, many couples seek to tie the knot in June. However, the long-term trend in Japan is showing a decline in the number of marriages, with an increase in small-scale ceremonies such as "family weddings" and "weddings for relatives." Additionally, the trend of no weddings, where couples skip ceremonies and receptions altogether, is growing. What strategies are being employed to uplift the bridal industry? The Mainichi Shimbun explored the latest trends.
According to Yano Research Institute Ltd., the bridal-related market in 2024 was projected to reach roughly 1.84 trillion yen (about $12.7 billion), 99.9% of the previous year's figure. This is about 76% of the level seen in 2019 before the COVID-19 pandemic.
The market includes six key sectors including weddings and receptions, honeymoons and jewelry, the largest of which are weddings and receptions. In 2024, the number of weddings decreased, and the number of guests did not fully recover, resulting in only a slight increase in sales, Yano Research Institute analyzes.
Small-scale, personalized styles, such as family weddings and photo-only weddings, where couples focus on taking wedding photos, are becoming more common. The no-wedding option is also gaining a significant share.
According to the 2024 preliminary Vital Statistics released by the Ministry of Health, Labor and Welfare on June 4, there were 485,063 marriages, an increase of 10,322 from 2023. Although this marked a rise for the first time in two years, it is fewer than half of the peak in 1972, and the declining trend has continued in recent years.
Amid these changes, where is the industry focusing its efforts?
Saki Gondo, an editor at the Bridal Industry Newspaper, noted that more "pre-brides" are searching Instagram for dresses, venue decorations and presentation. "Whether a venue or plan is Instagrammable has become a key consideration," she said. Venue operators are apparently responding by offering more options that cater to this demand, focusing on visually appealing elements for social media.
Examples include unified decorations with dried flowers, candlelight services at "night weddings," and photo booths for capturing moments with guests. These efforts aim to create "photo-worthy moments."
"Visuals and presentations with photographic appeal for social media contribute to the satisfaction of the actual ceremony and leave lasting memories for participants. In this sense, how photogenic they are on social media is becoming an essential perspective when understanding today's bridal trend," said Gondo. She added that recently, South Korean-style photo-only weddings, inspired by popular Korean TV dramas, have gained attention.
Traditional wedding photos often featured simple, straightforward lighting techniques focusing on documentation. In contrast, dramatic Korean-style photos use sets akin to movie studios, capturing beautiful moments like scenes from a film.
Studio Luminous, operated by leading marriage consultancy Tameny Inc., offers such photo settings. The company runs six studios nationwide, winning approval among customers by offering filmlike photos. In Tokyo, its Odaiba studio boasts about 30 sets -- one of the largest in the Kanto region.
Plans vary by location, with prices starting at 49,500 yen ($340), including tax, without an album at Tokyo's Shibuya studio, and 89,650 yen ($620), including tax, with an album at the Tenjin studio in Fukuoka. The basic package includes outfits, hairstyling, photo retouching, an album and photo data. Unlike traditional front-lit photos, their style emphasizes special lighting and composition for a unique finish. A studio representative noted, "During the coronavirus pandemic, when weddings couldn't be held, these photo plans became widely known and are now established as an alternative to actual weddings or pre-wedding photo shoots."
Meanwhile, wedding venue operators are offering virtual reality experiences of chapels and reception halls, allowing couples to explore ceremonies through 360-degree videos using special goggles. "Casual wedding plans," featuring buffet-style meals and set fees, are also emerging.
Furthermore, technologies aiming to cut costs and improve operational efficiency are being introduced to the industry, including a system to create advertising materials tailored to the season and mood using AI-generated model images.
Weddings, past and present, serve as a "milestone in life" and a chance to "express gratitude to family and friends." Addressing the trend of younger generations moving away from ceremonies is a major challenge for the industry.
Gondo emphasized, "The pandemic has reduced opportunities to attend weddings, leaving an increasing number of people unaware of their value. If someone hasn't attended a wedding, it's hard to imagine hosting one. That's why it's crucial for each reception to convey the value of weddings."
