Get ready to step into a world where photography meets imagination! Sony Alpha Fest ‘25 is back from 17–19 October 2025 at Plaza Singapura, Level 1, bringing creators and photography lovers on an immersive journey through “Seasons in Japan.”
From spring blossoms to snowy winter onsens, the festival transforms the atrium into a photographer’s dream playground, complete with themed photo zones, expert workshops, hands-on gear trials, and exciting rewards for every shutterbug.
Discover the Seasons of Japan Through the Lens
This year’s “Seasons in Japan” theme captures the beauty of four distinct experiences:
- 🌷 Spring Garden - A pastel wonderland filled with blooms and natural light.
- 🎆 Summer Matsuri - Feel the festive buzz of Japanese summer with traditional details that come alive on camera.
- 🍁 Autumn Alleyway - Warm hues and rustic textures set the perfect stage for moody street-style shots.
- ❄️ Winter Onsen - Cozy, cinematic vibes that round off your creative journey through Japan’s four seasons.
Each themed zone is designed to let you test out Sony’s latest cameras and lenses in truly photogenic settings, including the brand-new FE 100mm F2.8 Macro GM OSS lens, available for pre-order starting 17 October. This is Sony’s first G Master™ medium telephoto macro prime lens with an impressive 1.4x magnification (and up to 2.8x with a teleconverter).
Learn from the Masters
This year’s highlight includes international guest speaker Tavepong Pratoomwong, an award-winning street photographer known for his artful compositions and storytelling. Sharpen your creative eye with 17 curated workshops and talks led by seasoned pros and Sony Alpha ambassadors.
Whether you’re diving into Street Photography 101 with Nikko Pascua or exploring Product Videography 101 with Thomas Goh, you’ll gain practical, hands-on insights you can put to use right away.
Community, Contests & Exclusive Perks
Alpha Fest isn’t just about photography; it’s about connection and creativity. Take part in interactive photo contests, complete creative challenges, and collect exclusive perks and giveaways throughout the event. Don’t miss out on:
- Daily Free Gifts & Lucky Draws featuring Sony’s latest gear
- Complimentary Sensor Cleaning Services
- Activity Card Challenges - Capture cinematic clips, spring portraits, or telephoto moments as you explore each themed zone
- Vote for your favourite Alpha Universe SG Photo Contest finalist
It’s the perfect opportunity to bond with fellow photographers and join the growing Alpha Universe Singapore community.
Whether you’re a passionate photographer, a content creator, or just someone who loves a good photo moment, Sony Alpha Fest 2025 is the perfect place to spark inspiration, learn from the best, and celebrate the magic of storytelling through every season. Come check out the fun!
Sony Alpha Fest 2025
📍 Plaza Singapura, Level 1, 68 Orchard Rd, Singapore 238839
🗓️ Fri, 17 Oct 2025 - 2PM to 9PM | Sat, 18 Oct – Sun, 19 Oct 2025 - 10AM to 9PM
Early Bird Promo - FE 100mm F2.8 Macro GM OSS Lens
Pre-order from 17 Oct to 17 Nov 2025 and enjoy exclusive gifts:
- Collector’s Edition Sony Hot Shoe Covers (Macro, Food, Portrait, Nature) – Limited Edition
- G Master Premium Gift Set (worth ~S$160)
