Though the top-of-the-line flagship camera models tend to make the most noise in the market, the Japanese market has made it clear that portability and affordability reign supreme. Based on the 2025 annual sales report released by BCN+R, the Canon EOS R50 has finally claimed the top spot as the best-selling interchangeable lens mirrorless camera of the year.
Entry-Level Dominance
The success of the EOS R50, an APS-C mirrorless camera that is being marketed as a spiritual successor to the iconic M50 series, is just one indicator that there is a clear trend in this industry. This is despite the industry shift towards full-frame sensors. Consumers in Japan are committed to compact systems.
Canon's strategy of offering a R50 bundled with a third-placed EOS R10 in a number of "Double Zoom Kits" is still paying off. These kits are especially popular with enthusiasts who like the idea of a one-box solution that costs less than a high-end model.
Sony Remains in Striking Distance
Although Canon won first place, Sony emerged as a strong competitor, displaying an incredible range in the rankings. The Sony ZV-E10 II occupied second place, thanks to the rapid expansion of the vlogging and content-creation industry. In fact, Sony actually outpaced Canon in terms of volume in the "Top 10" with no less than four different models included in the list, to Canon’s two. In particular, Sony occupied the lone full-frame slot in the top ten with their Alpha 7C II, which occupied 8th position.
The Missing Contender and Market Shifts
There is another surprise in the 2025 data: Canon's EOS R100 was not represented. Usually, Canon's entry-level "budget" model is one of the leaders in these charts because it's been relatively inexpensive compared to other models. It's almost as if entry-level customers are no longer satisfied with simply buying the model that costs less money, but instead are looking for a minimum level of features, such as those offered in the R50 model.
The 2025 Top 10 Best Sellers in Japan:
- EOS R50 (Canon)
- VLOGCAM ZV-E10 II (Sony)
- EOS R10 (Canon)
- VLOGCAM ZV-E10 (Sony)
- α6400 (Sony)
- Z50 II (Nikon)
- FUJIFILM X-M5 (Fujifilm)
- α7C II (Sony)
- OLYMPUS PEN E-P7 (OM Digital Solutions)
- Z 30 (Nikon)
Why It Matters
Japan is also often referred to as a "bellwether" market for the global camera market. The market in Japan is known to be one of the markets that buys the maximum number of cameras per capita. The market performance in 2025 also shows that while professionals have shifted towards 8K and AI-enabled flagships, "the pulse of the market" is still with compact and affordable APS-C cameras.