A Shift in Photography Trends

For several years, the Canon EOS R10 has maintained its status as the most popular mirrorless camera in Japan, serving as the primary entry point for many aspiring photographers. However, recent sales data from the major electronics retailer BCN indicates a significant change in consumer behavior. The Sony ZV-E10 II, a camera specifically engineered for vloggers and video creators that lacks an electronic viewfinder, has officially overtaken the R10 to claim the top spot in the market.


Divergent Design Philosophies

While both the Canon EOS R10 and the Sony ZV-E10 II compete within the same APS-C mirrorless segment, they embody entirely different approaches to image capture. The Canon R10 leans heavily into traditional design principles, offering a deep grip and a dedicated electronic viewfinder, mirroring the tactile experience of the DSLR era. In contrast, the Sony ZV-E10 II prioritizes a lightweight, ultra-compact form factor designed for efficiency and mobility.


The Rise of Content Creation

The success of the ZV-E10 II suggests that a growing segment of the market no longer views a traditional viewfinder as a prerequisite for a high-quality camera. Instead, users are increasingly prioritizing features that facilitate rapid content creation, such as compact portability and video-centric ergonomics. As noted by industry analysts, the shift from fifth place to the number one position in a single month highlights a rapid transformation in what modern buyers expect from their gear.


Key Players in the Japanese Market

According to data compiled by BCN+R, which aggregates sales figures from retailers across Japan, the current market landscape includes a diverse mix of both hybrid and dedicated photography tools:

  • Sony ZV-E10 II (Double Zoom Lens Kit)
  • Canon EOS R10
  • Canon EOS R50
  • Nikon Z50
  • Sony A7 V
  • OM System Olympus Pen E-P7
  • Fujifilm X-T30 III

«The absence of a viewfinder—long considered a staple by professional photographers—appears to be a non-factor for the modern generation of content creators who value speed and ease of use above classic design conventions.»

Whether this trend represents a permanent transition in the camera industry or a temporary surge in demand remains to be seen. However, the current figures provide a clear signal that the priorities of camera buyers in Japan are evolving toward a video-first future.