Weddings from "Consumption Events" to "Life's Emotional Assets"
Facing declining birthrates, an aging population, and rising prices, une osaka is launching a project to redefine weddings as "emotional assets" that support couples' futures, countering the trend of avoiding ceremonies due to cost and time.
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- 📰 Published: April 10, 2026 at 23:22
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With the backdrop of declining birthrates, an aging population, and soaring prices, the number of people who avoid weddings as "cost-ineffective/time-inefficient" is increasing. The wedding venue "une osaka" (Osaka City, Osaka Prefecture, hereinafter referred to as "une") will launch a project on April 3, 2026, to redefine weddings not as mere one-day parties, but as "emotional assets" that support the couple's future. This project will begin with the release of a short drama, followed by a wedding ceremony gift campaign for couples who had given up on having a wedding, and real-life events themed around marital and family relationships, questioning the "meaning of having a ceremony" to society.
Is the Wedding Ceremony "Wasteful"? Unraveling the Boundaries of Marital Bonds Through Data
Previous surveys have shown shocking data that about 80% of divorced couples did not have a wedding ceremony*. This suggests that the wedding ceremony is not merely a spectacle, but functions as a "foundational experience" that keeps two people together when facing difficulties. However, in modern times, time performance (taipa) and cost performance (copa) are prioritized, and their emotional value is often overlooked.
What une advocates is a shift in consciousness: weddings are not "1-day events costing millions of yen," but an "accumulation of emotional assets" that enrich the couple's future relationship. We have stopped performing formal ceremonies that lack meaning. We delve deep into the couple's life history and, through counseling that defines why they choose to walk together now, we create a ceremony that forms the foundation of their lives.
*Reference: https://www.anniversaire.co.jp/brand/pr/soken1/report30/
une osaka Chapel
Short Drama Reflecting the True Feelings of Skeptics to Be Released
As a symbol of the project, a three-part short drama titled "To Our Future Selves in 50 Years: The Most Beautiful Wedding Ceremony of Our Lives" will be released. It will be released on April 10 (Friday) on une's official Instagram and TikTok.
The story begins with a cynical view of weddings...
Is the Wedding Ceremony "Wasteful"? Unraveling the Boundaries of Marital Bonds Through Data
Previous surveys have shown shocking data that about 80% of divorced couples did not have a wedding ceremony*. This suggests that the wedding ceremony is not merely a spectacle, but functions as a "foundational experience" that keeps two people together when facing difficulties. However, in modern times, time performance (taipa) and cost performance (copa) are prioritized, and their emotional value is often overlooked.
What une advocates is a shift in consciousness: weddings are not "1-day events costing millions of yen," but an "accumulation of emotional assets" that enrich the couple's future relationship. We have stopped performing formal ceremonies that lack meaning. We delve deep into the couple's life history and, through counseling that defines why they choose to walk together now, we create a ceremony that forms the foundation of their lives.
*Reference: https://www.anniversaire.co.jp/brand/pr/soken1/report30/
une osaka Chapel
Short Drama Reflecting the True Feelings of Skeptics to Be Released
As a symbol of the project, a three-part short drama titled "To Our Future Selves in 50 Years: The Most Beautiful Wedding Ceremony of Our Lives" will be released. It will be released on April 10 (Friday) on une's official Instagram and TikTok.
The story begins with a cynical view of weddings...