Hanayume Launches 12th 'BEST WEDDING ADVISER AWARD'

Ateam Life Design Co., Ltd. (headquartered in Nagoya, Aichi Prefecture; President & CEO: Takao Hayashi), a group company of Ateam Holdings Co., Ltd.—a diversified IT services provider known for creativity and technical expertise—announced the final event of the '12th BEST WEDDING ADVISER AWARD' (hereinafter 'BWAA'), a competition showcasing the customer service skills of Hanayume wedding advisors, held on Wednesday, June 24, 2026.

The BWAA has been held annually since 2015 as an internal contest aimed at improving the customer service capabilities of Hanayume wedding advisors (hereinafter 'advisors'), in alignment with Hanayume's service philosophy of 'inspiring as many couples as possible to realize their ideal wedding.'

As wedding values diversify and information becomes increasingly abundant, the importance of human interaction—advisors who empathize with clients and support their decision-making—has grown significantly. Hanayume has long emphasized this human value, continuously investing in enhancing individual advisors' service skills for over a decade. For the 12th BWAA, the company further evolved this initiative by introducing AI-driven, objective analysis of customer service data. This new approach enables the visualization of top advisors' exceptional skills and facilitates their sharing and application across the entire organization, establishing a new model for advisor development.

◾️ Elevating Human Value into Organizational Assets

Hanayume is not merely a wedding venue search platform. The company places the highest value on the human element—the ability to deeply understand clients' unspoken emotions and personal backgrounds, and to support their decision-making process.

With the growing diversity of wedding options and information sources, it has become increasingly difficult for couples to find a wedding that truly suits them. That is why Hanayume has dedicated itself since its launch in 2008—nearly 18 years—to improving advisors' client-centered service skills. This contest aims to visualize the outstanding service quality developed through such 'investment in people,' transforming individual expertise into reproducible organizational assets that can be systematically accumulated and passed on.

◾️ Advancing Service Excellence with AI

For the 12th BWAA, Hanayume leveraged accumulated data from top-performing advisors to enhance customer service data analysis and evaluation using AI.

Specifically, the company analyzed years of service data to visualize Hanayume's service patterns, incorporating these insights into contest judging criteria and advisor feedback. This initiative does not aim to replace human judgment with AI. Instead, by using AI to objectively identify each advisor's strengths and areas for improvement, Hanayume extends human judgment and growth support, building a system capable of reproducing and sustaining high-quality service across the organization—beyond reliance on individual experience or intuition.

◾️ Report on the 12th BWAA Final

<Event Date and Time>

June 24, 2026 (Wednesday), 1:00 PM – 4:30 PM

<Participants / Format>

● Top 3 finalists who passed the preliminary rounds

● Practical examination using role-playing based on real-life customer interactions

The final round featured live judging by bridal industry professionals. Enhancing advisor service quality is crucial in addressing industry-wide challenges such as the rising number of 'no-wedding' couples (those who marry but do not hold a ceremony). By involving partner venues in the judging process, the contest extends beyond internal evaluation, becoming a practical, high-quality service competition.

Customer scenarios were designed based on service data analysis, reflecting real-world consultations such as couples with low interest in weddings or clients with complex personal circumstances. Advisors were evaluated not only on their ability to organize information but also on their skill in uncovering unspoken concerns and conveying the value of a wedding experience.

<External Judges>

Naohiro Yamamoto, Executive Officer & Head of Marketing, Aniversel Co., Ltd.

Narihiro Fujiwara, Director & Executive Officer, Head of 2nd Sales Division, On The Page Co., Ltd.

Rurika Sato, Manager, Advertising & PR Department, Marketing Division, Take and Give Needs Co., Ltd.

<Results of the 12th BWAA>

Hanayume will continue to invest in its people, combining AI-driven analysis with human development support to enhance service excellence. Committed to evolving as a service that provides 'the spark for an ideal wedding' to more couples, Hanayume aims to contribute to the overall value enhancement of the bridal industry.

Hanayume: Wedding Venue Information Service with Personal Consultation

Hanayume is a wedding venue information service that helps couples find their ideal wedding venue. It features extensive rankings and reviews of popular venues and operates free consultation desks in seven locations nationwide. Currently, users can choose from four consultation methods: in-person, online, LINE, and phone. Wedding advisors provide detailed guidance on venue selection, comparison tips, and how to read estimates, ensuring users experience the value of 'Choosing Hanayume.' The Hanayume website also allows users to search venues by nuanced themes such as 'simple,' 'natural,' and 'cute,' and offers exclusive discounts available only through Hanayume.

Hanayume Official Website: https://hana-yume.net/

Hanayume Consultation Support: https://hana-yume.net/support/

Hanayume Wedding Preparation Guide: https://hana-yume.net/howto/

Hanayume Official Instagram: https://www.instagram.com/hanayume_wedding/

Company Overview

Company Name: Ateam Holdings Co., Ltd.

Headquarters: 32F, Meirinagoya Building, 3-28 Meieki 3-chome, Nakamura-ku, Nagoya, Aichi Prefecture

Representative: President & CEO Takao Hayashi

Founded: February 29, 2000

Capital: 17.13 billion yen (as of July 31, 2025)

Business Overview: An IT company operating three core businesses: 'Media & Solution Business' (planning, development, and operation of web services such as comparison sites, information media, and tools closely integrated into daily life, along with digital customer acquisition support for businesses), 'Entertainment Business' (planning, development, and operation of games and tool applications across diverse genres), and 'D2C Business' (planning, development, and operation of D2C sites offering multiple products).

URL: https://www.a-tm.co.jp/

*Company and product names mentioned in the text are trademarks or registered trademarks of their respective owners.