(SINGAPORE, 2 OCTOBER 2025) – Sony Singapore is delighted to announce the return of Alpha Fest, happening from 17 – 19 October 2025 at Plaza Singapura, Level 1. This year’s theme, “Seasons in Japan”, transforms the atrium into a captivating showcase of spring gardens, summer festivals, autumn alleyways, and winter onsen settings to bring photographers and creators on an immersive journey through the lens.

The festival kicks off on 17 October, with the availability of Sony’s brand-new FE 100mm F2.8 Macro GM OSS lens for pre-order starting on the same day. Attendees will be the first to experience the first[i] G Master™ medium telephoto macro prime lens with 1.4x max. magnification, and up to 2.8x with optional teleconverter[ii] within a dedicated shooting set. Throughout the three-day event, customers can look forward to workshops, expert talks, shooting experiences, complimentary sensor cleaning, as well as lucky draws and promotions.

Discover the Seasons of Japan through the Lens
This year’s “Seasons in Japan” theme transforms the heart of Plaza Singapura into an immersive journey across spring, summer, autumn, and winter. Attendees can step into a Spring Garden, vibrant with blooms and natural light, or experience the festive atmosphere of a Summer Matsuri, complete with traditional elements that bring Japan’s energy to life. In the Autumn Alleyway, warm tones and rustic textures create the perfect backdrop for street-style captures, while the Winter Onsen adds character to the overall space. Each seasonal zone invites creators to test Sony’s latest imaging gear in unique and photogenic settings.

Learning from Experts
Building skills is at the heart of Alpha Fest ‘25, with seventeen specially curated workshops designed to inspire both budding enthusiasts and seasoned professionals. This year’s line-up features international guest speaker Tavepong Pratoomwong, an award-winning street photographer and Sony Alpha Professional renowned for his masterful juxtaposition. This year, there are two workshops – Street Photography 101 with Nikko Pascua and Product Videography 101 with Thomas Goh – designed to stimulate your creative eye and learn through practical sessions. With direct access to industry practitioners, participants will not only gain inspiration but also walk away with hands-on tips they can immediately put into practice.

Community, Rewards, and More
Alpha Fest ‘25 is more than an event. Attendees can engage in an interactive Photo Contest, test their skills in creative challenges, and enjoy exclusive perks. From daily free gifts to a grand lucky draw featuring Sony’s most sought-after products, participants are rewarded for their passion and engagement. Visitors can also enjoy complimentary sensor cleaning services throughout the event, ensuring their cameras are always ready to capture the perfect shot.

Activity Cards
To further enhance guest engagement, attendees are encouraged to fill up an activity card by exploring different zones while completing a series of fun, photography-inspired tasks. From filming a short cinematic clip capturing the warmth of autumn, to snapping vibrant spring portraits, spotting subjects in a telephoto hunt, and sharing their experiences on social media, guests will be fully immersed in the creative possibilities of Sony’s digital imaging equipment. Attendees will also have a chance to vote for their favourite Alpha Universe SG Photo Contest finalist and join the growing Alpha Universe Singapore community, making the event not just an exhibition, but an interactive celebration of creativity, connection, and community.

Event Details

Find out more information on the upcoming Alpha Fest and register for the expert talks here.

Early Bird Special Promo for FE 100mm F2.8 Macro GM OSS lens

• Date: 17 Oct 2025 – 17 Nov 2025
• Exclusive Free Gifts:
  • Collector’s Edition Sony Hot Shoe Covers (Macro, Food, Portrait, Nature) [Limited Edition]
  • Exclusive G Master Premium Gift Set (worth ~S$160)

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About Sony Electronics (Singapore)
Sony Electronics (Singapore) is responsible for the marketing and sales of Sony products in Singapore. It also handles export business for Sony products from Singapore to various parts of Asia. Since establishing our presence in Singapore in 1973, we have grown steadily over the years to become a leader in the electronics market. For more information on Sony’s products and services in Singapore, please visit http://www.sony.com.sg/

About 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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[i] As of the September 2025 product announcement. Sony survey of lenses for interchangeable lens cameras.

[ii] Compatible with SEL14TC and SEL20TC teleconverters (sold separately).