The most popular lenses in Japan are third-party zooms. The No.1 is a "remarkably compact yet well-built" optic, available for Canon RF, Fujifilm X, Sony E and L-mount

Two black camera lenses, Sigma 18–50mm and Sony FE 24–70mm, standing side by side on a reflective surface — Japan's best-selling camera lenses are made by third-party manufacturers, showing that photographers aren't sticking exclusively with Canon, Nikon and Sony (Image credit: Matthew Richards)

A "remarkably compact yet well-built" zoom lens is the No.1 best-selling lens in Japan right now, according to major retailer Kitamura. Interestingly, the most popular optics are from third-party manufacturers.

The Sigma 18-50mm f/2.8 DC DN | C for E-mount sits at the top of the chart, followed by another Sigma optic for E-mount: the 28-70mm f/2.8 DG DN | C. Close behind is the Sony FE 100-400mm f/5.6-8 OSS – an affordable telephoto zoom, available for $848 / £799.

Since I started reporting on sales charts in Japan years ago, I have never seen more than three optics sharing the same position. However, in Kitamura's latest August 2026 sales chart, five lenses from Fujifilm, Sony, Canon and Tamron are tied at No.9.

Kitamura's best-selling lenses, August 2026

1. Sigma 18-50mm f/2.8 DC DN | C (E-mount)
2. Sigma 28-70mm f/2.8 DG DN | C (E-mount)
3. Sony FE 100-400mm f/5.6-8 OSS
4. Nikon Z 24-120mm f/4 S
5. Canon RF 50mm f/1.8 STM
6. Sigma 150-600mm f/5-6.3 DG DN OS | Sports (E-mount)
7. Canon EF-S 24mm f/2.8 STM
8. Sigma 20-200mm f/3.5-6.3 DG | C (E-mount)
9=. Fujifilm XC 13-33mm f/3.5-6.3 OIS
9=. Sony FE 70-200mm f/2.8 GM OSS II
9=. Sony FE 24-70mm f/2.8 GM II
9=. Canon EF 50mm f/1.8 STM
9=. Tamron 25-200mm f/2.8-5.6 Di III VXD G2 (E-mount)

No.1 lens: Sigma's "remarkably compact yet well-built" zoom

A hand holding a Sony camera with the Sigma 18-50mm f/2.8 DC DN lens attached — The Sigma 18-50mm f/2.8 DC DN | C is available for E-mount, X-mount, RF-mount and L-mount (Image credit: Sigma)

In our review, we found that the Sigma 18-50mm f/2.8 DC DN | C is "remarkably compact yet well-built". At just approx. 290g, it punches well above its weight. It delivers impressive image quality, features weather-resistant construction, and comes with a budget-friendly price tag.

5 lenses come ninth – from Fuji to Canon, Sony and Tamron

Close-up of the 13-33mm lens on a Fujifilm X-T30 III camera on a dark surface — The Fujifilm XC 13-33mm f/3.5-6.3 OIS covers the equivalent of a 20-50mm lens on a full-frame camera. It weighs 125g and adds only 37.5mm to the front of the camera body

Five lenses are tied at No.9 in Kitamura's best-selling chart for August 2026. From Fujifilm to Canon and Sony to Tamron, the five optics cover a broad range of focal lengths and uses.

Fujifilm's XC 13-33mm f/3.5-6.3 OIS launched in 2025 as the smallest and lightest zoom lens in the Fujifilm X-mount lineup, adding just 125g to the camera bag.

The Sony FE 70-200mm f/2.8 GM OSS II is a light workhorse, while Canon's EF 50mm f/1.8 STM remains a compelling value option that delivers impressive image quality. Lastly, the Tamron 25-200mm f/2.8-5.6 Di III VXD G2 is an all-in-one superzoom.

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Kim is a photographer, editor and writer with work published internationally. She holds a Master's degree in Photography and Media and was formerly Technique Editor at Digital Photographer, focusing on the art and science of photography. Kim covers everything from breaking industry news and camera gear to the stories shaping photography today. Blending technical expertise with visual insight, she explores photography's time-honored yet ever-evolving role in culture.