CP+ 2026 – Industry Trends, Highlights, and Everything in Between

Industry NewsCP+ 2026

by Johnnie BehiriMarch 3^rd, 2026

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CP+ 2026 in Japan has just wrapped up, and now is the perfect time to share our thoughts — not only about the show itself, but also the direction our industry is headed regarding these public events. These are insights we gathered during the four-day event, and we’re excited to share them with all of you!

CP+, which took place in Yokohama, is one of our favorite industry trade shows. It is not a “cinema” or video-centric event, such as, for example, InterBee, which takes place in Tokyo during November… yet, as our industry is massively shifting from “filmmaking” to “content creation.” This trend is not bypassing Japan, and CP+ is no exception. So while this show is still photocentric for now, there are a lot of opportunities to connect with the video capabilities of the camera of your choice. But what really sets this exhibition apart from others is two things: First, this is a family-friendly show. Bring your kids along, and they will thank you, as there are so many activities for them to enjoy.

Secondly, almost ALL the participating manufacturers, be they big or small, are offering some sort of “in-booth education.” It is truly amazing to see so many people taking time to listen to how to enhance their workflow, whether it is using a camera in general, acquiring editing techniques, or simply how to use their camera filter correctly. Each year, this phenomenon always stands out to me, as it does not exist at any of the other shows we are currently covering.

CP+ by numbers

CIPA, the body behind the organization of this trade show, was quick to supply us with some useful statistics. Whenever you enter the show floor, you are being scanned, so it is not too difficult to track attendees, although I have no idea if multiple entrances per day (as I did as a member of the press) are counted as a single entrance or not. Nevertheless, the numbers show growth compared to last year, and this is truly encouraging. In other words, the flame and interest of the general public are very much alive!

What was there to see, and who participated?

CP+ is by no means a “big show.” In fact, as far as I’m concerned, its size is just right. Those of you who attend IBC in Amsterdam and NAB in Las Vegas know what I mean. And if you have never visited any of those leading industry trade shows, let me just say, you will easily rack up your daily step count…

ALL the leading Japanese camera brands had a booth, which were as crowded and busy as ever. Canon, FUJIFILM, Sony, Nikon, Panasonic, and OM SYSTEM all had their dedicated supporters, followers, and lovers. This year, some of the booths were extremely large. They all did well, but the one that attracted the most attention was probably Canon. The company had multiple “shows,” allowing seasoned photographers to test their equipment, which was distributed throughout the entire booth.

When it comes to new equipment, Panasonic was pushing its newly announced digital shotgun microphone (see our exclusive interview here), while Canon showed off two concept cameras. It will be interesting to see how successful (or not) this out-of-the-box thinking will be for them.

Sony and FUJIFILM were concentrating on showcasing their latest offerings, but what really caught my attention was: A) At the Sony booth, they displayed beautiful “sliced” samples of cameras and lenses. B) At the FUJIFILM booth, the new Instax Mini EVO Cinema was an absolute star — so many people were eager to get their hands on it!

Beyond the big companies, several local Japanese vendors participated, and of course, it was easy to see how many more Chinese companies were in attendance. Interestingly, some of the major Chinese names were missing from the show, BUT they still sent some personnel to evaluate future participation. My personal recommendation is: don’t miss this opportunity. This is a show that is growing in popularity. (More on that later.)

Perhaps the largest chunk of participation came from lens manufacturers. We have reached an age where everyone (and their mother) seems to be making lenses. Repetitive common focal lengths sat alongside one-of-a-kind experiments (Laowa stereo zoom lens, for example) — you name it, it was there. I don’t even dare to list additional company names, for “fear” of missing some. All in all, with such fierce competition, let’s see who will survive and in what condition.

All those companies must take into account that one day, the Japanese (and German) mount owners might start coming after them, and when that happens, the celebration might be over. When you pay royalties, you are forced to increase prices.

So, what is the future of industry trade shows?

This brings me to the ultimate point: is there a future for industry trade shows? I would say absolutely yes, but not in the form of the massive events. The organizers of both IBC and NAB are notoriously tough with manufacturers, and, as we have heard from multiple companies, the way they treat exhibitors could eventually backfire. In comparison, companies are telling us that dealing with CIPA (the CP+ organizers) is a breeze.

Even more importantly, booth prices at IBC and NAB are sky-high. Having a booth at a show like CP+ (or BSC, for that matter) is simply far more affordable and easier to justify.

And last but not least, local shows are PERFECT for connecting directly with potential users, supporters, and others who attend because they truly love photography and filmmaking. Like it or not, this is where the trade show industry is heading: accessible, local shows that don’t break the bank for manufacturers, but still allow meaningful engagement with attendees.

Those smaller shows also serve as a celebration of the craft — people can meet, greet, and learn how to perfect their hobby or professional skills.

Are you still attending trade shows? If yes, which one is your favorite? Please share your thoughts with us in the comment section below.