"Is Yours Just Gathering Dust at Home? Millennials & Gen Z Rediscover Digicams Once Considered an 'Old Man's Hobby'"

Thanks to Japanese Millennials & Gen Z, Digital Cameras Make a Comeback

Shipments Plunge to One-Tenth of Peak, but Market Recovers

Driven by Demand for High-Quality Images and Vlogging

The digital camera (digicam) market, which once stagnated due to the proliferation of smartphones, is regaining momentum. Although shipments have plummeted to just one-tenth of their peak levels, demand for high-quality photos and videos optimized for social networking services (SNS) is growing, leading to a recovery.

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Millennials & Gen Z Driving the Digicam Market... Growing Demand for Distinctive Content

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According to the Asahi Shimbun and the Camera & Imaging Products Association of Japan on May 6, digicam shipments in Japan peaked at 11.11 million units in 2008, but fell to 910,000 units by 2023—a drop of about 92% compared to the peak. However, in 2024, shipments rebounded for the first time in seven years, reaching 1.01 million units, an 11% increase from the previous year. Last year, shipments also maintained the recovery trend, staying at around 990,000 units.

The main consumer group driving this market recovery has been identified as Millennials & Gen Z. In particular, as of 2024, buyers aged 39 and under accounted for 46% of total purchases, leading the market rebound.

Industry experts cite fatigue with smartphone cameras and the growing demand for differentiated content as key factors behind these changes. As SNS usage has become commonplace, more consumers are seeking videos with sharper image quality and photos with unique atmospheres. As a result, ultra-telephoto cameras capable of capturing even the craters on the moon, as well as vlog-dedicated models with self-shooting and rapid autofocus features, are gaining popularity.

Weak Yen Effect Boosts Camera Purchases by Tourists

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The recovery in travel demand following the COVID-19 pandemic has also been analyzed as a factor contributing to market growth. According to the Japan National Tourism Organization (JNTO), 3,058,000 Korean tourists visited Japan in the first quarter of this year, up approximately 22% from the same period the previous year, making them the largest group among all inbound foreign visitors. Along with the increase in tourists, there is also a growing trend of purchasing cameras locally in Japan. In fact, from September last year to February this year, cameras accounted for 12.8% of duty-free sales at Japanese electronics retail giant Bic Camera, making it the second-largest category after beauty and personal care appliances.

An industry official said, "As more people are growing tired of taking pictures with smartphones, digicams are making a comeback in the market. Manufacturers are now accelerating their shift toward high value-added products, such as mirrorless cameras, rather than simply increasing shipment volumes."

This content was produced with the assistance of AI translation services.