A Match Made in Kyoto

I’d like to begin by talking about both the beauty of your business and about marriage itself. But first, let’s start with the macro perspective — Japan’s demographic challenge. The population is expected to fall below 100 million by the 2050s. At the same time, birth and marriage rates continue to decline. This year’s fertility rate stands around 1.15, meaning fewer young people are marrying and fewer children are being born. In 2020, there were about 500,000 marriages nationwide, while in just the first half of this year there were around 240,000. Given this context, could you describe the current state of Japan’s wedding industry and share the key trends you’re observing in your sector?

Certainly. I believe there are three major trends shaping the wedding industry in Japan today. First, there is a clear shift toward higher quality and greater personalization. Cultural values and economic conditions have evolved, and couples are now more intentional about their weddings. Interestingly, the average total spending per wedding has been rising in recent years, reflecting a growing emphasis on quality — on expressing gratitude to guests, on exquisite cuisine, beautiful spaces, and exceptional service.

The essence of a wedding has changed. In the past, it was common to invite a large number of guests and celebrate on a grand scale. Today, couples focus on inviting only their most important people, and sharing meaningful, heartfelt moments. They aim to beautifully express their life stories and personal values within a limited timeframe of about two and a half hours. As a result, average spend per guest has risen, driven by the pursuit of excellence rather than scale. Weddings have become experiences defined by depth, sincerity, and craftsmanship.

What would you say is the second major trend?

The second trend is the diversification of wedding formats. In addition to traditional ceremony and reception formats, we now see smaller family-only weddings, photo weddings without ceremonies, and a wide range of guest numbers — from 40-person intimate gatherings to 80-person receptions. The market has broadened significantly.

Consequently, the clientele we serve has also become more diverse. Couples increasingly seek weddings that reflect their individuality — celebrations that are free, original, and authentic. There is a strong demand to break free from conventional expectations and to celebrate their lives in a natural, personal way.

What is the third trend?

The third trend involves the emergence of new forms of value surrounding marriage. We’re seeing more couples who opt out of traditional weddings — what we call “nashi-kon” — or who choose only photo ceremonies. In response, the industry must go beyond simply “having or not having a wedding” and instead provide meaningful experiences that enrich couples’ lives.

For example, we’ve introduced services like anniversary photography for families celebrating milestones, and vow renewal ceremonies — practices long common overseas. We hope to establish these as part of Japanese culture as well. Beyond the wedding day itself, we’re expanding services that support couples before and after the ceremony — experiences that connect to their lifestyle and aiming to build lifelong relationships.

TAKAMI BRIDAL Concept Store "THE DRAPE"

That connects closely with your comments about tourism earlier. Do you see wedding tourism becoming a key part of Japan’s future economy?

Absolutely. I believe the combination of tourism and weddings can create a new, high-value industry. Weddings embody both personal emotion and cultural experience, and Japan has a wealth of cultural assets that lend themselves to this. In the past, people sometimes felt guilty about spending money while traveling. However, with the rise of concepts like eco-tourism, people are beginning to appreciate the emotional and cultural value of travel — especially when it marks a life milestone.

Similarly, by combining weddings with cultural tourism, we can create a highly valuable market. In particular, wedding experiences that showcase Japanese traditions, such as kimono photo weddings or Shinto shrine ceremonies, are particularly valuable and unforgettable. However, the inbound market is still underdeveloped, and there are challenges in establishing systems for overseas bookings and promotion. Moving forward, local governments, the travel industry, and wedding professionals must work together to systematically develop this new sector that combines tourism and weddings.

You’ve mentioned that you’d like TAKAMI HOLDINGS to act as an ambassador for Japanese wedding tourism. For international couples deciding between places like Australia’s Gold Coast or Paris, why should they choose Japan for their wedding or honeymoon?

I’ve traveled through all 47 prefectures of Japan, and each has its own unique culture, traditions, and sense of aesthetics. The variety is extraordinary. Japan’s four distinct seasons also offer unparalleled beauty — from snow-covered mountains to cherry blossoms and vibrant summer greenery. Even small gestures, such as changing a hanging scroll to match the season or offering a warm tea in winter and a chilled one in summer, reflect how deeply seasonal aesthetics are woven into daily life. This subtle sense of beauty and awareness of nature is something you won’t find anywhere else in the world. For couples, a wedding in Japan is not just a ceremony — it’s an opportunity to experience the country’s unique blend of tradition, art, and sensibility.

Kyoto Northern Church Kitayama

You were among the first to recognize the potential of the overseas photo-wedding market, launching your service in 2019. How has this initiative evolved, and how do you plan to maintain leadership in this area?

Initially, our services were primarily for domestic guests. However, as the number of international clients grew, demand for location photo shoots in kimono and traditional attire surged. During early surveys, we found that many visitors cited “Japanese cuisine” as a primary reason for coming to Japan. In response, we developed photo-wedding plans combined with cultural experience tours, allowing couples to enjoy authentic Japanese meals before or after their photo shoots. Although the COVID-19 pandemic temporarily halted international travel, we have now restructured our business, particularly in Kyoto, in response to the rapid recovery of inbound demand and growing interest in Japanese culture.

Looking ahead, we plan to leverage our connections with a variety of unique venues inherited over a century of history — including shrines, temples, and seasonal gardens — to develop services that showcase the historical context and aesthetic sensibilities unique to Kyoto. Our goal is to provide a beauty that can only be captured in Japan. This is not simply a photography service; we aim to create a new form of value — “weddings as cultural experiences” — and to establish our brand as the market leader in this space.

What was the most important lesson you learned from your expansion in Hawaii?

Through our expansion in Hawaii, I realized that our greatest mission when operating overseas is to deliver the spirit of Japanese hospitality, or omotenashi. This is not just about visible services — it is about the invisible attentiveness, anticipating guests’ needs and preparing in advance so that they can enjoy a comfortable experience.

By training international staff, we came to fully appreciate the value of the subtle care that Japanese people unconsciously prioritize. When local staff understood this philosophy and embraced it with pride, genuine global expansion became possible.

As inbound demand grows, collaboration with the travel industry becomes even more important. Are there any specific partnerships you are pursuing?

We are currently exploring collaborations with international travel agencies. In Japan, bookings are still primarily made through travel agencies, but overseas, the vast majority of clients book online. Going forward, we aim to integrate with global online booking platforms so that more couples can easily discover and reserve our services digitally.

Could you explain your company philosophy, particularly the idea of “to contribute to society by making its people happy through means of authentic hospitality & lifestyle services.”?

Our company began as a kimono merchant in Kyoto and has expanded flexibly over time into bridal services, floristry, jewelry, hair and makeup, restaurants, and consulting — always adapting to the changing times. In 1994, we launched our church wedding business and created spaces where couples could celebrate anniversaries, enjoy meals with their children, or simply return anytime after their wedding. Our aim is to build lifelong relationships with our clients. We believe that truly accompanying our clients throughout their lives — not just on their wedding day — is our core mission.

Nurturing precious memories for many customers through heartfelt hospitality

You operate an integrated business model that spans multiple sectors. What makes this model so powerful? And are you planning to add new segments in the near future?

Our greatest strength lies not only in our products but also in our service capability and staff education. Corporate growth depends on the growth of each individual employee, so we invest significantly more time in training than most other companies. Furthermore, by leveraging the expertise of our bridal planners, we have recently expanded into the MICE sector — meetings, incentives, conferences, and exhibitions. Using the wedding philosophy of “creating once-in-a-lifetime moments flawlessly,” we provide services that are highly valued, and many clients return for repeat engagements.

Training clearly plays a vital role in your organization. Are you planning to offer your expertise as consulting or education services, perhaps even overseas?

Yes. We already provide consulting and hospitality training to partner companies in Japan, helping them elevate service standards. In the future, we’d like to expand this model internationally. For now, however, our focus remains on refining our domestic programs before scaling globally.

Wedding ceremony at the Kyoto Northern Church Kitayama in Kyoto, Japan

Choosing a wedding dress can be one of the most stressful parts of planning. Brides often try many gowns, and family expectations can be intense. Why do couples choose TAKAMI BRIDAL, and how do you help transform stress into joy?

It’s true — wedding preparation is an exciting time, but it also comes with pressures and challenges. What we value most is turning anxiety into trust. Our role is to carefully determine what truly suits each bride and make sincere recommendations. I often tell our staff, “Be a professional at saying no.” Simply agreeing with everything a client says is not true service. Sometimes, we need to gently suggest, “This option will make you look even more beautiful,” and providing such honest guidance builds client trust. We also make use of the Net Promoter Score (NPS), which I have been studying since graduate school, to collect our clients’ candid feedback anonymously. Based on this feedback, we continuously refine our services, ensuring that the quality of our service keeps evolving.

If you were to recommend a wedding venue in Japan to readers around the world, which one would it be?

That’s a difficult question, but I would recommend my hometown, Kyoto. I now spend half of my life in Tokyo and half in Kyoto, and whether viewed from the outside or experienced from within, Kyoto possesses an extraordinary charm. In particular, I recommend Kyoto Northern Church in Kitayama. Despite being in the city, the mountains are close by, and guests can experience the beauty of the changing seasons firsthand. The harmony between historic streets and nature makes it ideal for a stay-and-celebrate wedding. Guests can enjoy a truly special time while experiencing Japan’s aesthetic sensibilities with all their senses.

Finally, if we were to meet again five years from now for another interview, where do you envision TAKAMI HOLDINGS will be?

Over the next decade, our top priority will be strengthening our domestic foundation, while nurturing inbound business as a key pillar. I hope that through weddings, more international guests will have the opportunity to experience Japanese culture — creating new value beyond the traditional scope of bridal services.

I also envision an organization where people with diverse backgrounds work together. Five years from now, I hope our team will include crew members of many nationalities and cultural backgrounds, reflecting the diversity I aim to cultivate within the company.

For more information, visit their website at: https://takami-hd.com/