On the morning of the 17th, Grand Ballroom, 3rd floor of Conrad Seoul in Yeongdeungpo-gu, Seoul. From the entrance to the venue, visitors with cameras around their necks lined up. The hall bustled early as people handled the new products, photographed models, and repeatedly pressed their shutters. This is the scene at Sony Winter α Land, a consumer hands-on event Sony Korea organized for the year-end.
That day, Sony Korea held a press briefing and unveiled the full-frame mirrorless camera Alpha 7 Ⅴ (A7M5) for the first time in Korea. The follow-up to the Alpha 7 series comes four years after the previous model (A7M4). Full frame features a larger sensor, delivering excellent image quality even in low light and natural background blur.
Kitajima Yukihiro, head of Sony Korea, said, "The Alpha 7 series is the best-selling full-frame camera as a single series ever," and added, "This Mark 5 will likewise keep Sony at No. 1 in the full-frame mirrorless market."
The A7M5 features a new approximately 33-megapixel image sensor and the latest processor that overall boosts photo and video performance. Autofocus, which automatically recognizes and tracks subjects, has been enhanced, and it supports continuous shooting of up to 30 frames per second so as not to miss fast-moving subjects. Its ability to capture bright and dark areas simultaneously has also improved.
Nishi Noriko, product planning leader in charge of product planning, said, "This model is designed not for a specific genre but for users who shoot broadly—from people and landscapes to sports and video," and explained, "We brought core technologies previously applied only to higher-end models into the Alpha 7 series."
Color reproduction and video capabilities were also strengthened. A new AI-based auto white balance function was applied to ensure stable color even in indoor or nighttime shoots with complex lighting. For video, it supports 4K high-resolution recording, targeting "hybrid" demand that uses both photos and video.
Kim Tae-hyung, Director General of the Digital Imaging Division at Sony Korea, said, "Image sensor and processor performance determine a camera's fundamental stamina," and added, "The core of this product is enabling flagship-level performance in the midrange lineup." He went on, "In 2026, we plan to expand product experiences and content-centered marketing with 'phototainment (Photo+Entertainment)' as the keyword."
Meanwhile, along with the new product unveiling, Sony Korea held the consumer hands-on event 2025 Sony Winter Alpha Land for one day. The venue featured exhibition and hands-on zones for the latest Alpha cameras, including the A7M5, as well as special lectures by Sony Academy, camera inspection and cleaning services, and photo and video equipment booths. The hall bustled with visitors enjoying model shoots and trying out the new products.