‘Terrible’: Japan studio slated for ‘daddy’s little bride’ Father’s Day photo shoots
- Japan photo studio chain accused of ‘inappropriate’ marketing strategy as it aims to boost Father’s Day revenues
A photo studio chain in Japan has sparked a public backlash for its “terrible” attempt to boost Father’s Day revenue by getting girls to wear bridal gowns and pose as “Daddy’s little bride”.
The move, which has also been criticised online, is an attempt to raise Father’s Day revenues to levels similar to that of the much more lucrative Mother’s Day.
Happily Photo Studio, a chain with 20 outlets across Japan, titles the marketing push “Daddy’s Little Bride” which involves daughters dressing up in wedding gowns and posing with their fathers.
“Many little girls dream of being ‘daddy’s little bride’ at a young age. Why not capture these special moments between daughters and fathers while we can?” says the company’s promotional material.
According to the Japanese news outlet The Mainichi, on June 15, the day before Father’s Day, Masahiro Tsubaki, a 38-year-old office worker from Tokyo, and his four-year-old daughter, Mami Tsubaki, participated in the photo shoot to mark their bond deepened during the Covid-19 lockdowns.
Dressed in a formal suit, the father exclaimed in awe as he saw his daughter dressed in a wedding dress.