Register any eligible Sony Camera or Lens purchased in 2025 on My Sony Rewards by 12 Oct 2025 to receive your exclusive plushie at Alpha Fest.
PLAZA SINGAPURA,
MAIN ATRIUM, LEVEL 1
DAY 1
17 OCT 2025
FRI, 2 - 9PM
Day 2 & 3
18 & 19 OCT 2025
SAT & SUN, 10AM - 9PM
FOUR SEASONS,
ENDLESS
STORIES
Alpha Fest is back!
This year marks the 15th anniversary of Sony's revolutionary E‑Mount mirrorless cameras, and we'd love for you to join us in celebrating digital imaging. Spread the joy of photography and videography, and walk away with lasting inspiration.
Expert talks, immersive shooting sets, exclusive free gifts, and many more await!
INTERNATIONAL
GUEST SPEAKER
Tavepong Pratoomwong
Tavepong Pratoomwong is an award-winning street photographer and Sony Alpha Professional celebrated for his bold, thought-provoking imagery. Known for transforming everyday moments into powerful visual stories, Tavepong's work has captivated audiences worldwide and earned him international acclaim.
WORKSHOPS
Get hands-on and apply practical tips
18 & 19 OCT | SAT & SUN
10:30AM – 12:00PM
EXPERT TALKS
Learn and be inspired
Jaegen Tan
Alpha Creator
Travel Cinematography
3:00 - 3:45PM
The Cinematic Eye:
Transforming Footage into Feeling
Aloysius Lim
Alpha Professional
Concert, Wedding & Event Photography
4:00 - 4:45PM
Immortalising the Experience:
A Decade of Events
Lennard Yeong
Alpha Creator
Food Content Creation
5:00 - 5:45PM
A Beginner's Guide to Being a Full-time Solo Content Creator
Nicky Loh
Alpha Professional
Commercial & Portrait Photography
6:00 - 6:45PM
Why Real Stories Win in
a World of Perfect Pictures
Tavepong Pratoomwong
Guest Alpha Professional
Street Photography
7:00 - 7:45PM
Lessons from a Decade
on the Streets with Tavepong_Street
Declann Drostan Tan
Alpha Creator
Social Media Content Creation
2:00 - 2:45PM
Public Vlogging:
They're Going to Judge Anyways
Eurthe (Beixin Lee & Robin Lam)
Alpha Creators
Nature & Travel Photography
3:00 - 3:45PM
The Art of Nature:
Filmmaking Lessons from Around the World
Darren Soh
Alpha Professional
Architecture Photography
4:00 - 4:45PM
Going, Going, Gone.
Documenting Disappearing Architecture in Singapore
Lee Aiksoon
Alpha Creator
Street & Event Photography
5:00 - 5:45PM
Esports Photography:
Reliving the Emotions
Wesley Loh
Alpha Professional
Portrait Photography
6:00 - 6:45PM
Mini Masterclass:
Pursuit of Precision
Tavepong Pratoomwong
Guest Alpha Professional
Street Photography
7:00 - 7:45PM
Lessons from a Decade
on the Streets with Tavepong_Street
Kelvin Koh
Alpha Professional
Wedding & Portrait Photography
2:00 - 2:45PM
Breaking the Prime Habit:
Embracing Sony's F2 Zooms
Rachel Tan
Alpha Creator
Food & Architecture Photography
3:00 - 3:45PM
Tablescapes & Cityscapes:
A Shared Visual Language
Tripeaksimagery
(Charmaine Yap
& Yeo Wee Han)
Alpha Professionals
Travel & Landscape Photography
5:00 - 5:45PM
Beyond the Naked Eye with Macro
Bryan van der Beek
Alpha Professional
Street & Documentary Photography
6:00 - 6:45PM
Education Through Work
Tavepong Pratoomwong
Guest Alpha Professional
Street Photography
7:00 - 7:45PM
Lessons from a Decade
on the Streets with Tavepong_Street
IMMERSIVE
SHOOTING EXPERIENCES
Experience the fun of shooting photos and videos with Tripeaksimagery and try out some of our amazing gear!
COMPLIMENTARY
SENSOR CLEANING*
*Exclusively for My Sony Rewards members with Sony
interchangeable‑lens cameras. Registration required.
No walk‑ins allowed.
PHOTO CONTEST
THEME
Wanderlust
WHO CAN PARTICIPATE?
For Sony users* only
HOW TO JOIN
Post your photo on Instagram
by 19 OCT, 4PM
Tag us @sonysingapore
Hashtag #AF25_Contest
#SonyAlphaFest25SG
TERMS & CONDITIONS
Set your profile to public.
Only Sony cameras, lenses and
Xperia smartphones can be used.
Old photos may be submitted, but it must be verifiable that they're taken with Sony gear.
Winners will be announced on‑site at 8PM.
PRIZES^
$500 Sony Store Voucher
+
2x Alpha Logo Hot Shoe Covers (Gold & Silver)
$200 Sony Store Voucher
+
Alpha Logo Hot Shoe Cover (Silver)
*Only Sony cameras, Sony lenses, and Xperia smartphones.
^Sony Store vouchers only applicable for selected products.
DAILY LUCKY
DRAW*
- ZV-E10M2K (Black)
- $200 Sony Store Voucher
- WH-1000XM6 (Black)
- PlayStation®5 Pro Console
…and more!
*Employees and agents of Sony engaged in connection with the development or operation of the lucky draw are not eligible to enter the lucky draw.
^Prizes are not applicable for warranty.
DAILY
EXCLUSIVE COLLECTIBLES
Complete all activities at Alpha Fest 2025 to receive event‑exclusive free gifts. Join all three days to collect them all!
DAY 1
DAY 2
DAY 3
In collaboration with
Register Your Sony Camera or Lens – Unlock the Exclusive Winter Wanderer Pengy!
*Limited to one per person. T&Cs apply.
Exclusive to
Verify your membership, show us your Alpha set-up*, and claim your gift at Alpha Fest!
LIMITED EDITION
E-Mount 15th Anniversary
Hot Shoe Cover
*Photos of your gear
do not count.
do not count.
EXCLUSIVE PROMOTIONS
Body Only
$8,999
FREE GIFT
Course
Body Only
$8,299
FREE GIFT
Course
Body Only
$7,799
U.P. $9,169
FREE GIFT
Course
Body Only
$4,999
U.P. $5,799
FREE GIFT
Course
Body Only
$3,939
U.P. $4,139
FREE GIFT
Course
Body Only
$3,289
U.P. $5,089
FREE GIFT
Course
Battery Pack
Body Only
$2,999
U.P. $3,669
Body +
SEL2870 Lens
$3,299
U.P. $3,969
FREE GIFT
Course
Body Only
$2,829
U.P. $3,029
Body +
SEL2860 Lens
$3,229
U.P. $3,429
FREE GIFT
Course
Battery Pack
Body Only
$2,099
U.P. $2,549
Body +
SEL2860 Lens
$2,509
U.P. $2,959
FREE GIFT
Course
Battery Pack
Body Only
$1,919
U.P. $2,069
Body +
SELP16502 Lens
$2,089
U.P. $2,239
Body +
SEL18135 Lens
$2,479
U.P. $2,629
FREE GIFT
Course
Battery Pack
Body Only
$1,079
U.P. $1,329
Body +
SELP16502 Lens
$1,249
U.P. $1,499
Body +
SEL18135 Lens
$1,639
U.P. $1,889
FREE GIFT
Course
Carrying Case
Body Only
$2,679
U.P. $3,129
Body +
SEL2860 Lens
$3,079
U.P. $3,529
FREE GIFT
Course
Body Only
$1,399
U.P. $1,549
Body +
SELP16502 Lens
$1,499
U.P. $1,649
FREE GIFT
Course
Body Only
$819
Body +
SELP16502 Lens
$1,019
FREE GIFT
Course
Carrying Case
$1,059
U.P. $1,209
FREE GIFT
Course
$619
U.P. $769
FREE GIFT
Course
$919
U.P. $1,019
FREE GIFT
Course
Body +
XLR Handle
$5,209
U.P. $5,959
Body Only
$4,099
U.P. $5,959
Body +
XLR Handle
$4,699
Body Only
$2,559
U.P. $2,859
Body +
XLR Handle
$3,169
U.P. $3,469
Body Only
$7,969
U.P. $8,969
FE 100mm F2.8
Macro GM OSS
Master the Art of Macro
$1,799
Early Bird Promo | 17 Oct till 17 Nov 2025
Purchase-with-purchase
$250 OFF Teleconverters
SEL14TC
$599 U.P. $849
SEL20TC
$599 U.P. $849
Up to $115 OFF Flashes
HVL-F46RMA
$450 U.P. $540
HVL-F60RM2
$600 U.P. $715
Exclusive Early Bird Gifts*
Limited Release
Collector's Edition
Sony Hot Shoe Covers
G Master Premiums Gift Set
(worth ~S$160)
*Upon successful product registration on My Sony Rewards. While stocks last.
FE 50-150mm
F2 GM
SEL50150GM
$4,949
FE 28-70mm
F2 GM
SEL2870GM
$4,069
FE 35mm
F1.4 GM
SEL35F14GM
$1,889
U.P. $2,139
FE 50mm
F1.4 GM
SEL50F14GM
$1,769
U.P. $2,019
FE 40mm
F2.5 G
SEL40F25G
$769
U.P. $919
FE 55mm
F1.8 ZA
SEL55F18Z
$779
U.P. $1,379
E PZ 18-105mm
F4 G OSS
SELP18105G
$669
U.P. $819
E 11mm
F1.8
SEL11F18
$669
U.P. $819
