The KOBA 2026 exhibition, South Korea's largest broadcasting and video equipment showcase, is no longer just a platform for broadcasters and film production companies. With the rapid growth of short-form content on platforms like YouTube, TikTok, and Instagram Reels, everyday consumers and individual creators have emerged as key players in the professional video production market.
Held from May 12 to 15 at COEX in Samseong-dong, Seoul, KOBA 2026 featured numerous booths from global camera manufacturers, including Canon, Sony, and Nikon.
This year's exhibition prominently showcased the evolution of video cameras. While previous events focused on photography capabilities, this year's event highlighted video-centric cameras and AI-based video solutions.
The audience has also changed. The proportion of general consumers and individual creators producing vlogs and short-form content has significantly increased, alongside traditional broadcasting professionals and cinematographers. Long lines formed at booths where attendees could try out filming equipment, and areas demonstrating vertical video shooting and live streaming attracted many young visitors.
Notably, Canon Korea launched a new video-focused mirrorless camera during the exhibition. On May 14, Canon held a press conference at Studio 159 in COEX, unveiling the video-specialized full-frame mirrorless camera, the EOS R6 V, along with the power zoom lens RF20-50mm F4 L IS USM PZ.
This new product reflects the rapid shift in the camera market from photography to video. As platforms like YouTube and TikTok grow, the demand for high-quality video production among everyday consumers has surged, prompting camera manufacturers to accelerate the democratization of professional video equipment.
Nikon and Sony also emphasized their professional video equipment and cinema cameras in line with the expanding video market.
Nikon Imaging Korea operated a joint booth themed "Nikon in KOBA 2026 with RED," featuring the American digital cinema camera company that Nikon acquired. Attendees could experience the latest cinema cameras and mirrorless products firsthand. The "Z CINEMA," showcased for the first time since RED became a subsidiary, particularly attracted independent filmmakers.
A Nikon Imaging Korea representative noted, "Visitor numbers increased by 1.5 times compared to last year, especially among younger audiences, indicating a clear rise in demand for video cameras." They added, "With prices around 2 million won, there is growing interest in video cameras among college students and young people."
Sony Korea emphasized AI-based video production and a network-centric live production ecosystem. They showcased features like AI auto framing and automatic tracking technology, which adapt camera angles based on the speaker's movements, proving useful in sports, education, and corporate content production.
The exhibition confirmed that high-quality video production is no longer confined to a select group of professionals. The camera market is rapidly shifting towards video, as the performance of smartphone cameras has leveled up, leading to a decline in demand for simple photography while the demand for high-quality video production continues to rise due to the popularity of short-form content and reels.
The advancement of AI technology is also expected to accelerate the expansion of the video equipment market. With the rapid commercialization of AI-based autofocus, subject tracking, automatic framing, and virtual production technologies, individual creators can now produce professional-level content more easily.
An industry insider stated, "The video equipment market, once centered on broadcasters and film production companies, is now rapidly expanding to include everyday consumers and individual creators. The democratization of high-performance video equipment will accelerate further with the growth of AI technology and video platforms."
* This article has been translated by AI.
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