Japan’s camera market has a surprising leader: the Canon EOS R10 with RF-S 18-150mm kit lens. According to newly released monthly data aggregated by BCN Retail from major electronics retailers and online stores across Japan, this camera finished December 2025 in the number one spot – exactly where it ended November.
That means a camera first launched in July 2022 is *still* Japan’s most popular and best-selling camera. It’s a bit of an anomaly in a market currently brimming with new APS-C camera bodies, updated vlogging tools, and even recently released full-frame options. Canon’s compact hybrid continues to outperform them all, simply by meeting the demands of a broad range of photographers.
December’s chart also reveals shifts further down the rankings. Sony is strengthening its position in the vlogging space, Nikon is maintaining steady momentum with its APS-C models, Fujifilm has crept back into the top ten, and Panasonic’s G100D has reappeared. Perhaps most notably, a brand-new full-frame Sony camera debuted straight into the top ten.
1. Canon EOS R10 with RF-S 18-150mm IS STM lens kit
2. Sony ZV-E10 II double zoom lens kit (black)
3. Canon EOS R50 double zoom lens kit (black)
4. Sony ZV-E10 II power zoom kit (black)
5. Nikon Z30 double zoom kit
6. Canon EOS R50 double zoom lens kit (white)
7. Sony A7 V
8. Nikon Z50 II double zoom kit
9. Fujifilm X-M5 with XC 15-45mm lens kit (silver)
10. Panasonic Lumix G100D W lens kit
Canon’s EOS R10 continues its reign in Japan
The Canon EOS R10 offers Japanese buyers a compelling combination of speed, reliability, and versatility at a price point – under $1,000 – that still feels reasonable. Paired with the adaptable RF-S 18-150mm lens, it’s a remarkably complete kit for both beginners and experienced photographers.
Its enduring popularity stems from its balanced feature set. Fast burst shooting, Canon’s Dual Pixel CMOS AF II autofocus system, strong 4K video capabilities, and a compact, lightweight design all contribute to its appeal.
Canon further solidifies its dominance with the EOS R50, securing both third and sixth place in the rankings, in black and white color options respectively. Collectively, Canon cameras occupy three of the top six positions.
Sony’s ZV-E10 II models gain traction
Sony’s updated ZV-E10 II models hold steady at second and fourth place. The double zoom kit remains the more popular choice, while the power zoom version caters to travelers and videographers who prioritize smooth, seamless focal length transitions.
Nikon maintains a competitive edge
Nikon continues to perform well with the Z30 at No.5 and the Z50 II at No.8, both serving as accessible entry points into the Z-mount lens ecosystem.
Sony enters the full-frame arena
The biggest surprise of the month is the debut of the Sony A7 V at No.7, just weeks after its December 2025 launch. It’s unusual to see a full-frame camera enter Japan’s top ten so quickly – and even more so without being sold as part of a kit. This suggests strong initial interest, even though APS-C cameras still dominate in terms of overall sales volume.
Fujifilm and Panasonic make a comeback
The Fujifilm X-M5 has climbed back into the top ten at No.9, indicating renewed interest in compact and stylish APS-C cameras. Meanwhile, Panasonic’s Lumix G100D returns at No.10, offering a lightweight hybrid option for casual photographers.
Who’s missing?
Notably absent this month is OM System’s Pen series, which was prominently featured in November’s BCN+R ranking. Seasonal demand appears to have shifted towards newer releases and more competitively priced kits, pushing OM System out of the top ten.
So, what will it take to finally dethrone the Canon EOS R10? For now, Japan seems content with a three-year-old camera that continues to deliver exactly what most buyers want – and nothing has yet emerged to challenge that formula.
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