Decollte Holdings is reshaping the bridal industry by capturing authentic emotions through their "Photo Wedding" culture.
Japan has a long and rich photographic tradition that is distinct from Western influences, with a deep connection to its culture and renowned camera manufacturers. When we look at Japanese photography, it seems to blend heritage, aesthetic sensibility, and precision. Could you tell us what makes photography in Japan unique, and what role your company plays within this landscape?
Yes, certainly. In Japan—as well as across East and Southeast Asia—there is a strong cultural appreciation for photography. In some cases, that passion for preserving memories through photography may even be stronger in parts of Asia than in Japan itself, especially when it comes to family photographs. Families, in particular, cherish the tradition of capturing important life moments—be it wedding portraits, family gatherings, or milestones such as a child’s coming-of-age ceremony.
In Japan, photography has long been woven into the rhythm of life. It is common to take commemorative photos during significant milestones—weddings, the Seijin-shiki (Coming-of-Age Day), and Shichi-Go-San (the traditional celebration for children aged seven, five, and three). These are moments when people mark transitions in life, and photography serves as a way to celebrate and preserve them. In recent years, Japan’s unique culture and scenic beauty have attracted growing global attention. From the serene landscapes of Hokkaido and Okinawa to the historic temples and streets of Kyoto and Nara, visitors are drawn not only to the visuals but also to the cultural depth these places embody. International visitors today are increasingly seeking to understand and experience Japan’s traditions firsthand—and photography often becomes a central part of that experience.
At Decollte, our photography services extend beyond the studio. We frequently conduct outdoor shoots in locations that capture the essence of Japan—for examples in Tokyo, such as Asakusa and Tokyo Station—where clients can be photographed against iconic, authentic Japanese backdrops. These experiences are immensely popular with both domestic and international clients. What distinguishes us, first and foremost, is our uncompromising commitment to quality. While anyone can take photos with a smartphone, our clients recognize the difference that a professional photographer brings. Our photographers are experts not just in technical skills but also in composition, lighting, and the art of matching backgrounds to the couple’s personality and style. Each image is carefully crafted, not merely captured. This professional artistry forms the foundation of our company’s reputation.
Another vital aspect of our work—particularly in wedding photography—is collaboration with hair and makeup artists. A wedding shoot is not just about the camera; it’s a production that combines attire, makeup, and mood. The dress or traditional kimono, the style of makeup, and the overall visual harmony must all work together to express the couple’s individuality. For brides especially, these details are deeply personal and emotionally significant. Unlike many studios in Japan that outsource their photographers and hair and makeup artists, all of our professionals are full-time, in-house employees. They are trained from the ground up according to our own rigorous standards. This ensures consistency in quality and eliminates the variability clients sometimes experience when working with freelancers. Every team member must meet a high internal benchmark before they can participate in a shoot. This system allows us to maintain a consistently high level of quality, ensuring that every client receives the best possible experience and final product.
Japan’s wedding industry, like many sectors, has been affected by demographic change and a declining population. We understand that the number of weddings has dropped by more than 35,000 annually in recent years. How has this trend impacted your business, and what measures are you taking to address it?
Yes, it’s true that Japan’s overall population is shrinking, and with it, the number of couples getting married has been steadily decreasing. Additionally, the percentage of couples holding formal wedding ceremonies has also declined. However, our research—and that of other companies—shows that the photo wedding market has actually grown since before the pandemic.
This is an interesting trend: while the total number of marriages is decreasing, the proportion of couples choosing to commemorate their union with professional photography is increasing. Many couples who might have opted out of a full wedding ceremony still wish to document the occasion beautifully through photography. This shift has helped the photo wedding segment expand, offsetting the broader decline in weddings.
At Decollte, we see this as an opportunity. Even as the overall marriage numbers drop, the market for wedding photography continues to hold significant potential. We are focusing on capturing greater market share by reaching more couples who are open to celebrating their love in this modern, flexible format. We also recognize that there are still many people who simply don’t know that our type of service exists. So, a big part of our effort in recent years has been awareness—making sure people know that a wedding can be beautifully celebrated through photography alone, without necessarily hosting a traditional ceremony.
Once couples have experienced your photo wedding service, do they often return for other types of photography afterward?
Yes, many of them do. For us, a wedding marks not an ending but the beginning of a family’s story. Once we form a relationship with a couple through their photo wedding, many return to us for family milestones—such as first or fifth anniversaries, maternity shoots, or children’s birthdays. In Japan, there are also cultural traditions like Shichi-Go-San for young children, and we’re seeing many clients come back to commemorate these occasions. We see this as part of our evolution into what we call a “Life Photo Company”—a partner in capturing a family’s journey through the years, from the wedding day to parenthood and beyond.
Japan has seen a major rebound in inbound tourism, and many visitors now look for experiences they can only have here—such as wearing kimono or having professional photos taken in authentic Japanese settings. Do you view this as a business opportunity for Decollte?
Absolutely. In fact, this is an area we’re already developing. We’ve seen a strong increase in overseas clients coming to Japan specifically for wedding photography. For example, we’ve been very active in Hong Kong, where we participate in large bridal fairs several times a year. We attend these events in person, explain our services directly, and often sign contracts on-site. Since last year, we’ve also partnered with I-PRIMO, a leading bridal jewelry brand that operates in Hong Kong. They act as our local sales representative, and since this collaboration began, bookings have grown significantly.
Looking ahead, we’re planning to expand similar initiatives into other parts of East and Southeast Asia—such as Taiwan, Singapore, and Indonesia—where there’s both proximity to Japan and a deep appreciation for Japanese culture. We’ve also noticed that many visitors want to experience Japan in a way that goes beyond sightseeing. Taking professional photos in traditional locations such as Asakusa or Kyoto allows them to create lasting memories of their time here. For them, photography is part of the cultural experience. We see strong potential in this market segment as well.
You mentioned future expansion across Asia. Could you share which countries you’re targeting next, and what kind of local partners you aim to collaborate with?
Our next focus will be several key markets in East and Southeast Asia—countries like Taiwan, Singapore, and Indonesia, which already send a large number of tourists to Japan and have a strong cultural interest in Japanese aesthetics. When entering new markets, we look for local partners that already have a solid network—whether through physical stores, online platforms, or travel services. Ideally, these are companies that understand both the bridal industry and the expectations of their customers. In Hong Kong, I-PRIMO was an ideal fit because they were already deeply rooted in the bridal sector. In other regions, we may work with travel agencies or wedding-related businesses that can help introduce our services to local couples who dream of coming to Japan for their photo wedding.
Will Decollte be participating in any upcoming international bridal fairs?
Yes, we plan to attend major bridal fairs in Singapore and Indonesia soon. These events are usually held twice a year—around February and again in August or September. Our next major participation will be in February next year.
Many international clients are concerned about language barriers when arranging photo sessions in Japan. How do you ensure a seamless experience for them?
We place a strong emphasis on communication. Whenever we receive an inquiry—whether online or through a fair—we always set up an online meeting with the client before they travel. We have staff members fluent in English and Chinese who conduct these consultations via video call. This direct interaction helps build trust and allows clients to discuss their wishes and questions in real time. Furthermore, our overseas packages always include interpreter support. During the shoot, a bilingual staff member or professional interpreter is present to facilitate communication, ensuring that clients can relax and enjoy the process without stress.
Decollte recently introduced an AI-powered image editing system. How exactly is AI integrated into your workflow, and what benefits does it bring to your photographers and clients?
While AI is not used during the actual shoot—we believe the artistic intuition of a human photographer is irreplaceable—it plays a valuable role in post-production. Clients often request retouching—for example, removing passersby from the background or enhancing certain details. Our AI-based software uses facial recognition to distinguish between the bride and groom and applies appropriate edits automatically. It’s capable of understanding each individual’s facial features and style, performing much of the initial retouching work before a human editor does the final checks. This approach reduces the workload for photographers, shortens turnaround time, and ensures that clients receive their finished photos much faster. It’s truly a win-win—improving efficiency while maintaining the highest quality standards.
Our Portfolio: Happy Moments of Over 250,000 Couples ©2025 Decollte Holdings Corporation
According to your mid-term strategy, you’re planning to open new studios in areas with strong seasonal appeal—such as cherry blossom spots or autumn foliage destinations. Could you tell us more about these upcoming expansions?
I’m afraid I can’t disclose specific locations yet—that part is still confidential. However, our plan is to open around two new studios each year. There are still many promising areas across Japan where we don’t yet have a presence. We see opportunities both in major metropolitan areas like Tokyo, which continues to grow, and in regional locations with strong tourism appeal. Our goal is to offer clients access to beautiful settings across Japan—places that truly reflect the country’s seasonal and cultural richness.
Can you tell us when we might expect an official announcement about these new studios?
While I can’t give an exact date, our current plan envisions two new openings annually. The next set of announcements will likely come in the near future as part of our ongoing mid-term expansion.
Decollte operates multiple brands under its portfolio, such as AQUA and TVB. Could you explain how these brands differ in concept, audience, or regional focus?
Yes, our brands are primarily divided by region. AQUA focuses on the Kanto area, while TVB serves clients in the Kansai region. The reason for this structure is that preferences and sensibilities vary from region to region in Japan.
Most clients search online using terms like “photo wedding Tokyo” or “photo wedding Kyoto,” so each brand’s website and imagery are tailored to that local context. For example, a Tokyo-based client is more likely to be inspired by photos from Tokyo Station or Asakusa rather than Osaka Castle. We also feature stories and locations specific to each area to make the brand feel relevant and familiar to customers there. Meanwhile, nationwide destinations like Okinawa, Hokkaido, and Karuizawa attract clients from all regions, and those are handled through our broader network.
Finally, if we were to meet again in five years for another interview, what would you like to have accomplished by then—both for yourself as a leader and for Decollte as a company?
There are many things I would like to achieve, but above all, I want photo weddings to become widely recognized and celebrated both in Japan and abroad. Even now, there are many people who aren’t aware that such a service exists. I want them to know that there is a wonderful, meaningful alternative to a traditional wedding ceremony—one that allows couples to celebrate their love through beautiful photography.
Looking ahead, we aim to become a “Life Photo Company”—not limited to weddings, but a partner in capturing every important stage of life. From children’s milestones to adult coming-of-age portraits, and even senior photography, we want to offer everyone, at every age, the opportunity to express their individuality and joy through images that will last a lifetime.
For more information, visit their website at: https://decollte-photography.co.jp/
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