Shenzhen camera makers DJI and Insta360 take about 85% of Japan's portable camcorder market

Overview

On August 19, 2026, "Shenzhen Release", the official information platform of the Shenzhen municipal government, published an article reviewing how Shenzhen companies are expanding abroad and how the city is attracting foreign investment. The piece was republished by outlets including the 21st Century Business Herald. It described the Japanese market as "the best window for observing the competitiveness of Shenzhen's high-tech products" and highlighted the performance in Japan of DJI, the drone and imaging company, and Insta360, known for its 360-degree and action cameras. According to the article, the two companies together held about 85% of Japan's portable video camera market, based on April 2026 data.

Background

Japan has long been called a "camera kingdom", with Sony, Canon and Nikon leading the global market. Shenzhen, meanwhile, has produced a group of companies that develop hardware and software together in fields such as drones, gimbal stabilizers and action cameras. The article noted that Japanese consumers are known for long purchase decisions and very high expectations for quality and service, and that market entry and distribution barriers are high. It stressed that Shenzhen brands have nonetheless achieved a breakthrough in this market. In the article's view, winning recognition in a mature market with strong domestic brands and demanding consumers says more about product competitiveness than sales growth alone.

Key Points

• In June 2026, Insta360 launched its flagship gimbal camera, the Luna Ultra, in Shibuya, Tokyo. The launch triggered a buying rush, with some consumers queuing for nearly nine hours.
• Shortly before that, DJI's new Osmo Pocket 4 took 21.5% of that month's unit sales across the entire video camera category only nine days after going on sale in Japan.
• In the same month, DJI's share of Japan's video camera market reached 72.5%.
• The article attributed this success to an integrated approach combining gimbal stabilization, AI algorithms and lightweight design, which it said has redefined how people shoot video.
• The article also covered the auto sector, noting that a BYD battery-electric car developed specifically for Japan's kei car segment received more than 5,000 orders in its first week.
• On inbound investment, it reported that Shenzhen's actual use of foreign capital exceeded 32 billion yuan in the first half of 2026, up more than 50% year on year, that more than 6,000 new foreign-invested enterprises were established, and that a Japanese group (named in Chinese as "Langwan Group") had set up its China regional headquarters in Shenzhen.

The article did not name the research firm behind the market share figures.

Implications for Japan-Shenzhen Exchange

The wide acceptance of Shenzhen-brand products among Japanese consumers suggests that Japan is both an important sales market for Shenzhen companies and a proving ground for refining product quality and user experience. For Japanese electronics retailers, distributors, accessory makers and businesses involved in video production, opportunities for trade and collaboration with Shenzhen companies may continue to grow. For Japanese camera-related manufacturers, the speed of product development and the use of software by Shenzhen firms appear to be drawing renewed attention. At the same time, the article also cited a Japanese group establishing a regional headquarters in Shenzhen, and the two-way nature of the exchange is attracting interest. As Shenzhen-brand products spread in Japan, people-to-people contact and business cooperation around product use, after-sales service and content creation are also likely to increase.

Outlook

The article did not mention specific sales targets or new product plans, and it remains unclear how market shares in Japan will develop. Shenzhen will host the APEC Economic Leaders' Meeting in November 2026, and the city is promoting both outbound expansion by its companies and inbound foreign investment, so further announcements on these themes are likely. Competition in Japan remains intense, with domestic manufacturers continuing to release new products, and future market data will show whether Shenzhen brands can maintain their current position.

From the Association

The Association will continue to follow the activities of Shenzhen companies in Japan and of Japanese companies in Shenzhen. We will keep working to provide a platform where companies and organizations from Shenzhen and Japan can exchange information and deepen cooperation.