Sony Philippines brought together hundreds of photographers and filmmakers, aspiring artists, and business professionals at Alpha Fest 2026 in Foro de Intramuros to celebrate creativity through interactive experiences, useful workshops, inspirational speeches, and the latest developments in Sony's Alpha imaging ecosystem.
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| Shuhei Sugihara, Sony President & Managing Director |
Sony Philippines President and Managing Director Shuhei Sugihara and Marketing Director Kentaro Imamura formally opened the festival before unveiling Sony's latest imaging innovations, including the Alpha 7R VI, FE 100-400mm F4.5 GM OSS, RX10 V, and the much anticipated FX5.
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| Kentaro Imamura, Soby Marketing Director |
One of the highlights of Alpha Fest 2026 was the display of Sony's most recent imaging innovations, the RX10 V and the brand-new FX5, both designed to meet the evolving needs of today's creators. Sony's fifth-generation all-in-one super zoom camera, the RX10 V, is the ideal travel, wildlife, sports, and everyday photography companion thanks to its versatile 24-600mm ZEISS® Vario-Sonnar T lens, AI-powered Real-time Recognition Autofocus, blackout-free continuous shooting of up to 30 frames per second, and 4K 120p recording in a small body.
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| A first look of FX5, Sony’s newest addition to the Cinema Line |
Meanwhile, Sony's Cinema Line is expanded with the Sony FX5, a powerful full-frame camera intended for professional filmmaking. With its full-frame stacked Exmor RSTM CMOS sensor, the latest BIONZ XRTM processor, integrated AI, and cutting-edge recording features like Open Gate, internal 16-bit X-OCN, and up to 4K 240p recording, the FX5 offers exceptional cinematic performance in a lightweight, production-ready design. Together, the RX10V and FX5 demonstrate Sony's continued commitment to offering state-of-the-art imaging solutions that help content creators, photographers, and filmmakers realize their creative visions.
Throughout the day, attendees had the opportunity to learn directly from some of the most well-known names in photography and filmmaking in the country through genre-focused sessions. Win Magsino talked about wildlife photography and provided advice on how to take pictures of animals in their natural habitats. Jiggie Alejandrino offered tips on creating classic and moving portraits during her talk on wedding and portrait photography. Martin San Diego took over Street Photography and demonstrated how to use everyday occurrences to create engrossing narratives.
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| Manny Librodo’s shooting session in the Festival Zone |
Throughout the day, attendees had the opportunity to learn directly from some of the most well-known names in photography and filmmaking in the country through genre-focused sessions. Win Magsino talked about wildlife photography and provided advice on how to take pictures of animals in their natural habitats. Jiggie Alejandrino offered tips on creating classic and moving portraits during her talk on wedding and portrait photography. Martin San Diego took over Street Photography and demonstrated how to use everyday occurrences to create engrossing narratives.
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| Jason Magbanua shares his techniques on Wedding Videography |
During the afternoon sessions, Nicco Valenzuela taught landscape photography, covering composition, light, and narrative in outdoor photography. Renowned wedding filmmaker Jason Magbanua shared his expertise in wedding videography, highlighting cinematic techniques and narrative-driven filmmaking, while one of the Philippines' most well-known portrait photographers, Manny Librodo, spoke about festivals and portrait photography, inspiring attendees with his unique style of portraiture and cultural storytelling.
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| Q&A Session with National Geographic Explorer, Noel Guevara and award-winning Thai Street Photographer, Tavepong Pratoomwong |
Noel Guevarra, NatGeo Explorer, Conservation Photographer & Filmmaker
Tavepong Pratoomwoong, International Street Photographer
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| Fast Talk sessions with Miki Labarda |
Travel videographer and content creator Miki Labarda also led a special session on stage where she talked about her experiences as a content creator, the growth of the creator community, and the importance of Sony and the Alpha Fest event for visual storytellers like herself. Together, these speakers demonstrated the limitless possibilities of visual storytelling, inspiring craters to take fresh perspectives on well-known subjects while continuously pushing their artistic boundaries.
As the Alpha community grows, Sony is committed to supporting creators from diverse fields at every stage of their journey with state-of-the-art imaging technology, educational programs, and experiences that inspire them to record and share stories that impact the world.
Pre-Order Offers
Camera enthusiasts can still take advantage of
exclusive pre-order offers on Sony’s latest imaging innovations. The Sony
RX10 V pre-order is still ongoing at SRP PHP 130,999. Customers who
purchase from July 10 to August 7, 2026 will receive a free NP-FZ100
Battery worth PHP 4,490, making it a perfect opportunity for photographers
and videographers looking for an all-in-one camera capable of capturing
everything from everyday moments to wildlife and sports.
Meanwhile, the newly announced Sony FX5 is available for pre-order at participating Sony Centres and authorized retailers nationwide from July 23 to August 24, 2026 at an SRP of PHP 318,000 for body only and PHP 349,000 with the XLR Handle. Customers may reserve one (1) ILME-FX5 or ILME-FX5B unit with a PHP 5,000 down payment. Upon purchase, customers who successfully register their camera on My Sony will receive a complimentary NP-SA100 battery, valued at PHP 6,400, upon presentation of their email confirmation of successful product registration.
For more information about the Sony RX10 V and Sony FX5, including complete product specifications, participating dealers, and pre-order promotions, visit the official Sony Philippines product pages at:
For the latest updates, visit the Sony Philippines website or follow Sony Philippines on Facebook, Instagram, and TikTok.
SONY CORPORATION
Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the mission to “create the future of entertainment through the power of technology together with creators,” we aim to continue to deliver Kando* to people around the world. For more information, visit: http://www.sony.net
*Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time.
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