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Japan’s Most Popular Camera of 2024


Japanese retail data analyst BCN Ranking crowned Sony’s compact ZV-E20 as the winner of the 2024 mirrorless interchangeable lens camera sales rankings in Japan.

The Sony ZV-E10 (often called VLOGCAM ZV-E10) takes the top spot for the second year running (by series).

Sony VLOGCAM ZV-E10 Wins 2024

BCN Ranking is a sales analyst firm that reports on consumer spending in electronics retail. It reports on a little over 50% of the Japanese retail market, making it a reasonably accurate observation of sales traffic.

The Sony ZV-E10 was launched in 2021 to bring hybrid videographers/photographers a compact and reliable platform for vlog-style content capture popular amongst social media influencers.

Sony’s ZV-E10 boasts a 24.2MP APS-C Exmor CMOS image sensor, a 425-point hybrid autofocus system, and the ability to report UHD4K at 30p.

To further support the vlogging crowd, the ZV-E10 can record up to 11fps in continuous mode, includes a headphone and mic port, and has a top-mount direction 3-capsule mic complete with a fluffy windshield.

The original Sony ZV-E10 is coming up to three and a half years old and has since been superseded by the ZC-E10 II in late 2024.

BCN Ranking claims VLOGCAM’s continued success is due to its hybrid photo and video performance and relatively low retail price. The Sony ZV-E10 retails for around US$700.00, making it a great entry-level interchangeable lens option.

Considering BCN Ranking’s top ten cameras for 2024 (by series), it’s surprising that few full-frame mirrorless cameras made the cut.

  1. Sony VLOGCAM ZV-E10
  2. Canon EOS R50
  3. Canon EOS R10
  4. Sony A6400
  5. Sony A7C II
  6. Nikon Z30
  7. Olympus PEN E-P7
  8. Nikon Zfc
  9. Sony ZV-E10 II
  10. Lumix G1000

The Japanese camera retail market sells far more APS-C and Micro Four Third camera systems than full-frame heavy hitters such as the Nikon Z and Canon R bodies. (At least for those that fall under BCN Ranking’s watchful eye).

The second-place Canon EOS R50 is a 24.2MP APS-C CMOS sensor mirrorless camera released in early 2023, and the third-placed R10 was released in mid-2022. Both retail for under US$1000.00.

In comparison, it’s interesting that Japanese retailer MAP Camera, according to its sales data, crowned Fujifilm the winner of 2024.



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