Xiaomi Korea said on Jan. 7 that it began the "Life shot Shot on Xiaomi campaign" (hereafter Life shot campaign) on Jan. 6. The campaign invites people to share "life shots" taken with Xiaomi smartphones on Instagram, and selected participants will receive small goodies through a drawing.
The Life shot campaign began after President Lee Jae-myung recently took a "selfie" with a Xiaomi smartphone he received as a gift from Chinese President Xi Jinping. On the 5th, a selfie shot with the Xiaomi 15 Ultra was posted on the official X (formerly Twitter) account of the president of the Republic of Korea. With the caption, "The image quality is certain," and "I snagged a life shot in Gyeongju with the smartphone I was gifted," the selfie drew attention as a representative example of Xiaomi's latest smartphone technology. The smartphone was given as an official gift among national leaders at an international event held in Nov. 2025.
The Xiaomi 15 Ultra is equipped with a 32MP front camera that captures even fine details clearly, and supports an f/2.0 aperture and a 90-degree wide-angle field of view (FOV), making it optimized for group selfies. The product boasts further enhanced camera performance through collaboration with Leica.
Recently, Xiaomi deepened its partnership with Leica and on Dec. 25 in Beijing unveiled the "Xiaomi 17 Ultra." Through a "strategic co-development model," the two companies plan to work more closely from the product planning stage to push the limits of mobile camera technology. The model features a quad-camera system with a 1-inch 50MP Sony LYT-900 sensor and a 200MP ultra-telephoto camera, delivering professional-grade shooting performance.