And the scene for this shot is the majestic steeple of St. Joseph's Church on Wangfujing Street.

The century-old church recently had a multi-million dollar facelift, making its flower-lined square a popular stop for tourists and tired shoppers, not to mention weekend skateboarders. And China's matrimony-minded.

Winter, spring, summer and fall, newlyweds crowd the square, a three-ring circus swirling with gowns and squads of shouting photographers. This, perhaps, more than anything else, stands as a symbol of the amazing change in China's wedding industry.

With over 9 million Chinese couples marrying annually the wedding celebrations market is not insignificant in China.

Double happiness, the traditional byword for weddings in China, now extends from the bride and groom to the companies cashing in on an annual US$22 billion (182.11 billion yuan) industry.

And the market is growing as more young Chinese professional couples have money to spend on their "Big Day" and are increasingly adopting Western style wedding attire while retaining the traditional formal banquet.

Western-style celebrations are fast becoming the new tradition in China's major cities, where couples usually spend US$2,420-6,040, and sometimes even more, on their special day.

Officially, Sun and her fiancé Tian registered their union on March 15. However, their wedding day is still three months away.

"We have been saving money for our 'big day'," says Tian.

And it takes another three months before they can reach the budget for the ceremony: 58,900 yuan (US$7,096), Tian explains.

The money will go for rings, catering, florists, car hire, dresses, and traditionally most important, the wedding banquet.

"It will be the most costly day in my life," admits Sun. "But I don't care, as long as it's perfect. It's the most important day in my life."

Given the cultural predilection with food, meals have long dominated Chinese marriage celebrations. Yet, many of today's urbanites are looking beyond the banquet for more unusual memories.

So there is another arguably even bigger occasion: shooting wedding photos. The logic runs thus: A wedding is only one day. But like marriage, commemorative photos are meant to last a lifetime.

Hence, these newlyweds, Sun, 27 and Tian at 26, are willing to spend months of salary on photos and requisite costume changes.

"I will be exhausted when the shooting is finished," says Tian, describing the experience as 'a happy torture.'

"I don't like the process in taking photos and going through the wedding-day banquets, but I know I'll regret it if I don't," Sun said.

Sun and Tian are not alone. Their opinions are shared by many.

Sun's sister was married five years ago. The couple scrimped on wedding photos, paying only 20 yuan (US$2.40). Two years later, they re-shot them although their son was already one year old.

Most Chinese seem to relish the changes. "Conditions then weren't as good as now," says Sun's mother, who married 32 years ago. "We couldn't do much. We just went and had a meal with our friends. It was all very simple.

"Nowadays, there is more excitement. We're all happy for this new generation, that they have money and so much choice."

Adds her husband: "To be honest, we're both envious. We have only one picture from our wedding."

However, even Sun's parents have a chance to offset their regret. They shot a series of photos two years ago to celebrate their 30-year wedding anniversary.

Du Wong-Lung, founder of the Miracle Love Photo, a Taiwan-based photography chain, said: "This is potentially a huge market."

Opened in 1996, the studio was among the first to ride a wave of wedding spending that is revolutionizing matrimony upon the mainland.

Du estimates there are as many as 300 wedding boutiques in Beijing alone. And Miracle Love has already opened more than 10 branches around big cities like Beijing, Shanghai and Guangzhou.

"We will continue to expand," Du said. "Everybody wants this."

Du is by no means alone. Major investments are being made in this growing industry, tapping into the growing appetite for extravagant weddings.

Stanford University-educated publisher Mini Kuo founded Xiyan Wedding Company to launch the super-glossy Hunli (Weddings) magazine, China's first nationally distributed wedding magazine.

Soon, more followed suit. At least four new bridal magazines have gone on sale this year, including the French bridal magazine Oui, published by a Chinese partner, and other titles, such as Shanghai Bride and Beijing Guide for Newlyweds.

"The competition is intense," Kuo conceded. "But there should be enough space for everyone here on the mainland.''

(China Daily August 28, 2002)