The Question We Keep Coming Back To
Most wedding businesses measure success by growth. More bookings. More team. More revenue. More everything. We measure it differently. After a few…
Author
Author: 37 Frames
We're destination wedding planners and photographers specializing in creating unforgettable celebrations in Japan and beyond. With 25+ years of experience, we've perfected the art of bringing your vision to life.
March 11
Fifteen years after the Great Tohoku Earthquake and Tsunami, we reflect on what those months of volunteering along Japan's devastated coastline taught…
The destination wedding market is booming. Here’s what the numbers actually tell us.
The global destination wedding market hit $42.8 billion in 2025. Japan is one of the fastest-growing segments. Here's what the numbers reveal…
She Was Already in the Room | International Women’s Day
The women behind a Destination Wedding in Japan. Her flight landed eleven hours ago. She has not slept. She is standing in…
Komorebi: What It Means That Japan Has a Word for This
Japan has a word for sunlight filtering through leaves. Komorebi. English does not. A language that names this is a language that…
She Was Buried by an Avalanche and Kept Climbing
Junko Tabei was four feet nine. She was told to stay home and raise children. She founded Japan’s first women’s climbing club,…
Your Wedding Is a Kind of Hanami
Hanami is the Japanese practice of gathering to witness beauty that will not last. After nearly 1,000 weddings in Japan, we believe…
Time Is the Real Luxury: What a Kyoto Innkeeper Taught Us About Weddings
At a ryokan in Kyoto, an innkeeper who had hosted guests for forty years told us what she remembered most. Not the…
Yūgen: The Japanese Word for the Feeling Beneath the Feeling
The Japanese call it yūgen. A beauty too deep for words. The ache of noticing how beautiful something is while it is…
The Third Place: Why the Best Weddings Happen Where Nobody Knows Your Name
At home, you are someone's child. At work, you are someone's colleague. But in a third place, you are only yourself. Sociologist…
The Wedding That Philosophy Built: Seven Disciplines, One Ceremony
A wedding is not a party. A philosopher would call it a public declaration of vulnerability. An anthropologist would call it a…