Japanese augmented reality startup Tonchidot has raised $4 million in its first round of funding. DCM led the round, with participation from seed round-backer Itochu Technology Ventures (ITV). Tokyo-based Tonchidot will use the money for its global expansion.

The company launched Sekai Camera, its iPhone-based augmented reality service, this September. Sekai Camera lets users tag photos of real-world items (with sounds, pictures and text), and share the info across a connected platform. Currently only available to Japanese iPhone owners, Tonchidot plans to launch a U.S. version of the service this month, with iterations for other smartphones coming in 2010. Rivals include Dutch firm Layar and even IBM, which launched its Seer app at Wimbledon this summer.