Canon Singapore zooms in on what makes Gen Zs click

Canon Singapore is celebrating self-expression, interactivity and integrity that defines today’s youth in its latest campaign, #iamkyosei. 

Rooted in Canon’s corporate philosophy of Kyosei (共生), meaning living and working together for the common good, the campaign highlights the young generation’s fresh outlook and purpose-driven approach to life.

Through the campaign, Canon aims to enrich people’s lives through technology guided by Kyosei, ensuring innovation aligns with social responsibility.

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#iamkyosei shines a spotlight on the beliefs and aspirations of digitally native youth who demand accountability and meaningful connections. By celebrating their transformative spirit, Canon reaffirms its heritage while positioning itself as a partner in shaping a more connected and compassionate society.

At its heart, #iamkyosei deepens Canon’s emotional bond with Gen Z by embracing creativity, purpose, and culture — the pillars that define this generation. The campaign highlights youth positivity, resilience, and entrepreneurial spirit, from embracing diversity and building tech for good to reaching out to those in need. It empowers young people to embrace their potential beyond limits.

This year, Canon Singapore partnered with the Photographic Society of National University of Singapore through its Montage 2025 photography event. The flagship initiative brings together enthusiasts for competitions, seminars, and hands-on workshops with industry experts.

The events give young creatives a platform to explore their vision, showcase their work, and receive feedback from seasoned professionals, empowering the next generation of photographers and visual storytellers.

Beyond external engagement, Canon Singapore has released a series of employee-generated videos showcasing staff who embody Kyosei in their actions and beliefs. The videos highlight that Kyosei is not just a philosophy but a practice lived across the organisation.

By anchoring #iamkyosei in this principle, Canon reinforces its commitment to nurturing a culture where creativity, diversity, and social responsibility thrive — values that resonate strongly with today’s youth.

The campaign comes as heritage brands seek to retain corporate identity while deepening audience connections. For Canon, this means extending a purpose-driven approach that reflects the values of a new generation.

“We are witnessing a fundamental shift in marketing today, where brands are defined not only by the products they sell but also by the change they inspire,” said Toshiyuki Tiger Ishii, president and CEO, Canon Singapore.

“With #iamkyosei, we celebrate youth by acknowledging their perspectives. This ensures inclusivity and cultural authenticity in everything Canon does and reflects our long-standing Kyosei philosophy which continues to guide our community initiatives across the region.”

In line with its commitment to fostering creativity and community engagement, Canon Singapore has also announced a special collaboration with world-renowned motorsport photographer Darren Heath. This partnership combines the worlds of art, education, and community through activities in October 2025. Heath, an Honorary Fellow of the Royal Photographic Society and multi-award-winning photographer, is celebrated for his creative and artistic snapshots during high-speed motor racing events using natural light and colour. Over his 35-year career, he has photographed over 550 Grand Prix races, showcasing speed, precision, and passion.

As part of this collaboration, Canon Singapore presents “The art of the race” seminar, where Heath will share insights from his illustrious career in racing photography, including techniques, secrets, and stories behind iconic images that showcase his signature panning techniques and artistic vision. The seminar will be held on 30 September 2025 at the Wyndham Singapore Hotel. 

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