2011 marks 10 years since Panasonic released the first LUMIX digital camera.
For an entire decade Panasonic has remained committed to giving form to the vision spelled out in our slogan:
"Creating a new photo culture in the digital era."
Our success in these efforts has propelled Panasonic and LUMIX cameras forward for 10 years.

For the past 10 years, we have been tireless in our mission to deliver what consumers want most:
cameras that are easy to operate, fun to use, and capable of capturing images with exquisite beauty.

We have expanded our camera business on a base driven by three main concepts:
– Pursuit of photo quality in collaboration with Leica AG,
– Employment of our originality to deliver new and innovative ideas to our cameras,
– Use of digital networking technologies to provide new ways of enjoyment such as “Living Room Photography”

Under these concepts, LUMIX has brought a steady stream of world first innovations to the market such as:
Optical image stabilization system for stylish compact digital cameras (2003),
Wide-angle lenses with an EA lens on super-thin compact cameras (2006),
iA(Intelligent Auto) mode (2007),
LUMIX G mirror-less structure interchangeable lens system camera, (2008)
and many more.

These and other advancements were made possible by our industry-leading optical and digital technologies
to develop every imaging device from lenses to image sensor in-house.
Panasonic has a fresh vision and creative spirit that are unrestrained by notions from the past –
and that let us look clearly toward the future.

For the next 10 years, we will not change our position as a challenger in the digital imaging market.
With our ground-breaking mirrorless interchangeable lens camera LUMIX G Micro System
– an innovation we introduced well ahead of competitors.
Panasonic is setting new standards in basic performance and continuing to revolutionize the digital camera.
And we are drawing on original technologies in areas such as HD movie recording, 3D image processing,
and digital networking to deepen the connection between digital images and AV networking,
laying the groundwork for fascinating new ways to use digital cameras.

But our goal goes beyond technical innovation.
We want people to truly enjoy using their cameras and shooting photos.
We want to make it easy for them to link into the upcoming networked society.
And we want to make it possible for them to explore, be creative,
and have stimulating new experiences with digital imaging.

Based on our brand values of being visionary, refined and trusted,
LUMIX will continue its challenge over the next 10 years to create new photo cultures
providing people around the world with innovative ideas for life.