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Ten years ago, wedding planners were a foreign concept and often considered unnecessary, but today, they have become an indispensable part of the wedding preparation process for modern couples. As more and more young couples seek out locations far from the city to hold private, romantic, and personalized weddings, the role of a wedding planner is no longer limited to simply running the wedding. They have become journey creators, from sketching ideas to organizing the event, from balancing the budget to guiding emotions.
A wedding planner is the person who stands between the couple, their families, the service team, and their emotions. This job requires systematic thinking, storytelling skills, aesthetic sense, and finesse in communication and crisis management. They connect all the pieces to transform a vague desire into a memorable experience.
A wedding is now told through the setting, music, lighting, scenery, and details connected to the unique love story.
In the context of an increasingly personalized wedding industry, especially with the rise of destination weddings in Vietnam, wedding planners play the role of behind-the-scenes directors. A wedding is now told through the setting, music, lighting, scenery, and details connected to the unique love story.
A decade reshaping roles
The F Lab – one of the creative wedding planner agencies with nearly 10 years of experience – shares that, from the very beginning, they have always taken on multiple roles simultaneously: project management, content creation, aesthetic direction, and above all, telling the love story of couples through every detail and setting.
Ms. Giang Bui, founder of The F Lab, shared: “For the Vietnamese market, the past decade has witnessed many historical turning points for the wedding service industry in general and the wedding planner profession in particular. Ten years ago, the majority of clients only sought traditional weddings, organized simply, with a few additional decorations if possible. Now, they seek comprehensive experiences, from the preparation process to the wedding day. Because of this, the wedding planner profession has completely changed its position in the wedding market. From a profession considered unnecessary or 'making a fuss,' almost every couple now wants a quality wedding planner team to accompany them throughout the planning and organization of their wedding.”
Even while remaining behind the scenes, planners today take on multiple roles simultaneously.
Today, modern brides and grooms not only desire "a beautiful wedding," but also expect a personalized journey – where every detail reflects their unique emotions and love story. This shift has led to a major change in the role of the wedding planner: from someone quietly working behind the scenes to a storyteller, creative director, and sometimes even a "psychological confidant," accompanying clients through every emotion leading up to the wedding day.
Even while remaining behind the scenes, today's planners take on multiple roles simultaneously. For The F Lab, this has been evident from their very first projects: managing the entire process, shaping the content, advising on ideas, and leading the creative aspects of the wedding. They are the ones who listen to undefined dreams and transform them into tangible experiences.
Travel weddings and personalized travel experiences.
The trend of organizing intimate weddings or destination weddings stems from the desire for a private, cozy ceremony that creates lasting memories and reflects personal style. Previously, weddings were simply occasions for the two families to announce their good news to relatives and friends; guests were primarily close family and friends of both sets of parents. Therefore, the wedding program and venue were often quite formulaic and monotonous. Today, with most young couples wanting a wedding that is truly "their own," the shift to more personalized wedding formats has become inevitable. Among these, destination weddings allow couples flexibility and the ability to actively choose the venue, experiences, time, and even their taste in music, food, and accompanying activities before, during, and after the wedding.
The trend of organizing intimate weddings or destination weddings stems from the desire for a private and highly personalized wedding ceremony.
According to Ms. Giang Bui, a resort wedding will always be a dream choice for many couples. Currently, about 70-80% of couples still prefer to hold their weddings at coastal resorts. Thanks to the geographical advantage of having a long and beautiful coastline from North to South, many destinations such as Da Nang, Nha Trang, and Phu Quoc have become ideal choices for both domestic and international couples when organizing their weddings.
Besides coastal destinations, Sa Pa has also emerged as an inspiring choice in recent years. Mountain weddings, amidst the cool climate and tranquil natural scenery, offer an emotionally rich setting for couples who appreciate minimalism, privacy, and romance. This is also a rather interesting shift for Vietnam's wedding tourism market, as the trend of holding wedding ceremonies increasingly expands beyond traditional venues.
The new generation of wedding planners
Undeniably, the current generation of wedding planners has many advantages, such as faster access to global trends, bolder creative thinking, and a better understanding of young clients' psychology. However, this also means that competitive pressure, rapidly changing aesthetic tastes, and the "image overload" on social media become the biggest challenges.
The founder of The F Lab stated: "To find your place in the profession, you need to understand your strengths and define a unique style so that you don't blend into a market that is increasingly approaching saturation."
Undeniably, the current generation of wedding planners has many advantages.
Addressing young people aspiring to enter the profession, Ms. Giang Bui shared: “If you truly love the job, be persistent. But if it's just temporary curiosity, think carefully before starting. This is a unique industry – easy to get involved in but difficult to sustain, requiring perseverance, a strong mindset, and a sufficiently strong heart. Because weddings are momentous events that most people only hope to experience once in their lifetime, and every detail is crucial. The pressure on those in this profession is considerable, so only with sufficient inner strength and composure can you go the distance.”
For The F Lab, the most beautiful aspect of our professional journey isn't the dazzling lights, the grand stage, or the flawless parties, but the relationships forged through each project. Every couple brings their own love story, a dream for their big day, and faith in the people behind the scenes. Listening, understanding, supporting, and witnessing them hold hands as they embark on a new chapter in their lives… that's an emotional experience difficult to put into words, but powerful enough to fuel our enduring passion.
After each wedding concludes, there are handwritten thank-you letters, messages, and the emotional glances of the bride and groom's parents… these seemingly small things are the enduring passion for their profession. They remind them that their work demands not only meticulous organization but also empathy, kindness, and a compassionate heart. It is from these genuine connections that wedding planners retain their passion, even after hundreds of weddings have been completed.
"The pressure on wedding planners is immense, so only with sufficient inner strength and composure can you go the distance," shared Giang Bui, founder of The F Lab.
