Life4Cuts and the Photo Booth Phenomenon: Say Cheese!
Imagine going out with your friends and walking around a mall until you spot a neon pink sign: Life4Cuts. You decide that it’s the perfect way to end your meetup—a photo to commemorate the day! Entering the bright shop filled with fun decorations and walls decked out with photos of previous customers reveals the world of “Wait, which hat are you picking?” and “Can we have a retake?” (Yes, you can—only once, though, so use it wisely). The average user experience usually involves gigantic stuffed-toy-esque hats, cheesy sunglasses that may or may not fit your face, and booths that are much too small for your regular friend group. However, most, if not all, would agree that the memories that come out of the props-and-pose-choosing process only add to the keepsake itself.
Photo booths aren’t a newly discovered phenomenon; they’ve been around for nearly a century. They’re often seen at weddings and birthday parties, adding a fun and interactive touch to these social gatherings. However, over the past few years, photo booths have gained popularity in one specific country: South Korea. Little stores have popped up all over its cities, open for 24 hours andoften left unattended by staff. According to CNN, although these quaint studios only contain a handful of booths, they have attracted an astonishing number of customers, becoming a must-go destination after every meetup with friends, family, and coworkers.
One specific photo booth chain has become uniquely popular amongst all others: Life4Cuts, which was first established in 2017. This brand holds a major part in the photo booth market, with an estimated 2 million people visiting their Korean studios every month. Life4Cuts commonly prints out four shots together in a rectangular shape, hence its name. Customers can select whether they want their four photos printed in a window-like arrangement—two photos by two photos—or the more popular rectangular strip, similar to that of a bookmark.
You’ve definitely heard of the company before, and not just because of its popularity in Korea—although that isn’t something to underestimate. In late 2022, the photo booth chain opened its first branch in the Philippines at SM Megamall. Since then, it has opened over ten new locations, from BGC to Pasay City, Filipinos far and wide for its Korean style and decorations. Furthermore, sponsorships from multiple K-POP groups and artists have significantly increased the brand’s trendiness due to the popularity of K-POP here in the Philippines.
Photo booths seem to be in it for the long haul—there’s just something intangible that makes these little rooms so special for many people. The wacky facial expressions, the matching of props with silly poses, and the outrageously short time given for switching positions inside the small booth all become part of the memories captured in the physical photo.
Life4Cuts and so many other photo booths have become attractions that serve as memory-making avenues, as well as a reminder of the influence of other countries on our own. So next time you see that pink sign, don’t hesitate to step inside, pick a prop, and strike a pose—say cheese!
