Japanese Camera Brands Focus on Social Media Creators at Major Trade Show

One of the world's largest camera trade shows, CP+2025, organized by the Camera & Imaging Products Association, opened on February 27 at Pacifico Yokohama. The event runs until March 2.

Traditionally, CP+2025 attracted an older male demographic. However, there is a noticeable shift as more women and younger attendees seek to capture higher-quality images and videos for social media on camera instead of smartphones. As a result, manufacturers are focusing on exhibits tailored to this younger audience.

*The "Sigma BF" mirrorless camera, crafted from a single aluminum ingot for a seamless design. (©Sankei by Shunsuke Sakamaki)*

Nikon Focuses on Content Creators

Nikon dedicates two-thirds of its booth space to cater to younger visitors and video-related displays. With the rise of video-sharing platforms like YouTube, more young people are purchasing high-resolution digital cameras. Nikon has also set up interactive stations where attendees can experience the latest equipment firsthand.

Additionally, Nikon introduced a corner where visitors can try out "Imaging Recipes" — pre-set color tones created by professional photographers.

"Even beginners can enjoy using cameras and easily post their work on social media," said a company spokesperson.

*Trying out "Imaging Recipes" at Nikon's booth. (©Sankei by Shunsuke Sakamaki)*

Fujifilm's Retro Appeal

Fujifilm is showcasing its X Series digital cameras, known for their compact size, lightweight design, and classic look—features that have gained popularity among younger users. The company noted that about half of its domestic sales for the X-M5, a compact model, come from people in their 20s and 30s. The proportion of younger buyers has been increasing each year.

*The FUJIFILM X-M5, the lightest in the X Series. (©Sankei by Shunsuke Sakamaki)*

Regarding this trend, the general manager of Fujifilm's imaging solutions division explained, "Young people want to capture unique photos that smartphones can't achieve. Our color reproduction, film simulations, and retro designs are highly valued."

Canon Explores 3D and VR

Canon has set up a "3D Imaging Zone," allowing visitors to experience next-generation technologies beyond traditional 2D photos and videos, including virtual reality (VR) and mixed reality (MR). The booth features dual-lens cameras for easy VR shooting and other equipment.

*Canon EOS R7 equipped with the RF-S7.8mm F4 STM DUAL lens for VR video shooting. (©Sankei by Shunsuke Sakamaki)*

In the MR experience, visitors can watch a fencing match combining real-world footage with virtual elements. This creates an immersive sensation, making it feel as if the match were happening right before their eyes. Canon's Executive Vice President Go Tokura stated, "We want to share the exciting possibilities of moving from 2D to 3D and VR, inspiring young people about the future of imaging."

Sony's Support for Creators

Sony is showcasing its flagship digital SLR cameras and a wide range of lenses, highlighting its commitment to content creators. The company is also presenting its latest support services for creators, offering assistance from shooting to full-scale production.

*Sony's booth, where visitors can try out various telephoto lenses. (©Sankei by Shunsuke Sakamaki)*

According to the event's management office, in 2021, male visitors made up 81% of attendees, while women accounted for just 10%. By 2024, the proportion of female visitors increased to 19.7%, with male attendance at 78.2%.

In terms of age, attendees aged 1 to 29 rose from 8% in 2021 to 19.3% in 2024. Recent years have seen a notable rise in visitors from Generation Z, particularly women and those in their teens and twenties.