Sony Philippines gathered hundreds of photography and filmmaking enthusiasts, aspiring creators, and industry professionals at Alpha Fest 2026 in Foro de Intramuros, celebrating creativity through inspiring talks, hands-on workshops, interactive experiences and the latest innovations in Sony’s Alpha imaging ecosystem.
Shuhei Sugihara shares his opening remarks at the Alpha Fest 2026
Kentaro Imamura takes guests on a journey through the Sony Alpha Experience
Sony Philippines President and Managing Director Shuhei Sugihara, together with Marketing Director Kentaro Imamura officially opened the festival before unveiling Sony’s newest imaging innovations, including the Alpha 7R VI, FE 100-400mm F4.5 GM OSS, RX10 V, and the highly anticipated FX5.
A first look of FX5, Sony’s newest addition to the Cinema Line
Among the highlights of Alpha Fest 2026 was the showcase of Sony’s newest imaging innovations, the RX10 V and the all-new FX5, each designed to meet the evolving needs of today’s creators. The RX10 V, Sony’s fifth-generation all-in-one super zoom camera, features a versatile 24-600mm ZEISS® Vario-Sonnar T lens, AI-powered Real-time Recognition Autofocus, blackout-free continuous shooting of up to 30 fps, and 4K 120p recording in a compact body–making it an ideal companion for travel, wildlife, sports, and everyday photography. Meanwhile, the Sony FX5 expands Sony’s Cinema Line with a powerful full-frame camera built for professional filmmaking. Equipped with a full-frame stacked Exmor RS™ CMOS sensor, the latest BIONZ XR™ processor, integrated AI, and advanced recording capabilities including Open Gate, internal 16-bit X-OCN, and up to 4K 240p recording, the FX5 delivers exceptional cinematic performance in a lightweight, production-ready design. Together, the RX10V and FX5 demonstrate Sony’s continued commitment to delivering innovative imaging solutions that empower photographers, filmmakers, and content creators to bring their creative vision to life.
Jiggie Alejandrino’s wedding and portrait session
Street photography session with Martin San Diego
Win Magsino shares his techniques with Wildlife Photography
Throughout the day, attendees had the opportunity to learn directly from some of the country’s most respected names in photography and filmmaking through genre-focused sessions. Win Magsino talked about Wildlife Photography, sharing techniques for capturing animals in their natural habitat. Jiggie Alejandrino talked about Wedding and Portrait Photography, offering insights into creating timeless and emotive portraits for wedding photography. Martin San Diego took charge of Street Photography, demonstrating how to capture compelling stories through everyday moments.
Jason Magbanua shares his techniques on Wedding Videography
Landscape photography session with Nicco Valenzuela
In the afternoon sessions, Nicco Valenzuela guided participants about Landscape Photography, discussing composition, light, and storytelling in outdoor photography. Acclaimed wedding filmmaker, Jason Magbanua, shared his expertise in Wedding Videography, highlighting cinematic techniques and narrative-driven filmmaking, while Manny Librodo, one of the Philippines’ most celebrated portrait photographers, talked about Festivals & Portrait Photography , inspiring attendees with his signature approach to portraiture and cultural storytelling.
Q&A Session with National Geographic Explorer, Noel Guevara and award-winning Thai street photographer, Tavepong Pratoomwong
Alpha Fest 2026 also featured distinguished guest speakers for the Alpha community. Noel Guevara, National Geographic Explorer, conservation photographer, and filmmaker, shared his experiences documenting marine life and championing environmental conservation through visual storytelling using Sony’s Alpha 7R VI. Meanwhile, Tavepong Pratoomwong, the award-winning Thai street photographer renowned for his distinctive style, headlined a special Street photography session, encouraging attendees to find extraordinary moments in ordinary scenes. Travel videographer and content creator Miki Labarda also led a special session on stage talking about her journey as a content creator, the growth of the creator community, and the impact of Sony and the Alpha Fest event for visual storytellers like her. Together, these speakers demonstrated limitless possibilities of visual storytelling, inspiring craters to see familiar subjects through fresh perspectives while continually pushing the boundaries of their creativity.
Fast Talk sessions with Miki Labarda
Manny Librodo’s shooting session in the Festival Zone
Beyond the sessions, attendees explored interactive experience zones, tested Sony’s latest Alpha cameras and G Master lenses, participated in guided shooting activities and workshops, and connected with fellow creators. The festival was further enriched by the support of event partners and sponsors, including Nanlite, Hollyland, Epson, H&Y, Fotopro, Keen, Osprey, Sushi Nori, and Royal Cafe, whose exclusive activations and services complemented today’s creative workflows.
As the Alpha community continues to grow, Sony remains committed to supporting creators from different fields at every stage of their journey through innovative imaging technology, educational initiatives, and experiences that inspire them to capture and share stories that move 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:
RX10 V: https://www.sony.com.ph/interchangeable-lens-cameras/products/rx10m5
FX5: https://www.sony.com.ph/electronics/interchangeable-lens-cameras/ilme-fx5
For the latest updates, visit the Sony Philippines website or follow Sony Philippines on Facebook, Instagram, and TikTok.
