Sony FE 100mm F2.8 Macro GM OSS lens

Kicking off Sony Alpha Fest ’25 with the availability of Sony’s brand new FE 100mm F2.8 Macro GM OSS lens for pre-order starting on the same day. 

Attendees will be the first to experience the first G Master medium telephoto macro prime lens with 1.4x max magnification, and up to 2.8x with optional teleconverter within a dedicated shooting set. Throughout the three-day event, you can look forward to workshops, expert talks, shooting experiences, complimentary sensor cleaning, as well as lucky draws and promotions. 

Discover Seasons in Japan through the Lens

For those who love travelling to Japan, this year’s “Seasons in Japan” theme will be of great interest to you! The heart of Plaza Singapura is transformed into an immersive journey across spring, summer, autumn, and winter. 

You can step into a Spring Garden, vibrant with blooms and natural light, or experience the festive atmosphere of a Summer Matsuri, complete with traditional elements that bring Japan’s energy to life. Visit the Autumn Alleyway for its warm tones and rustic textures that create the perfect backdrop for street-style captures, and Winter Onsen adds character to the overall space. Each seasonal zone invites you the creator, to test Sony’s latest imaging gear in unique and photogenic settings.

Learn from Experts

At the hear of Alpha Fest ’25, it’s about building skills. There are seventeen specially curated workshops designed to inspire both budding photography enthusiasts and seasoned professionals. Alpha Fest ’25 line-up features international guest speaker Tavepong Pratoomwong, an award winning street photographer and Sony Alpha Professional renowned for his masterful juxtaposition. 

There are two workshops – Street Photography 101 with Nikko Pascua and Product Videography 101 with Thomas Goh – designed to stimulate your creative eye and learn through practical lessons. Participants at the workshops have direct access to industry practitioners, not only will they gain inspirations, they also walk away with hands-on tips that they can immediately put into practice. 

Community, Rewards, and More

More than just an event, attendees at Alpha Fest ’25 can engage in an interactive Photo Contest, test their skills in creative challenges, and enjoy exclusive perks. From daily gifts to a grand lucky draw featuring Sony’s most sought-after products, participants are rewarded for their passion and engagement.

Visitors can also enjoy complimentary sensor cleaning services throughout the event, ensuring that their cameras are always ready capture the perfect moment shot.

Activity Cards

To further enhance guest engagement, attendees are encouraged to fill up an activity card by exploring different zones while completing a series of fun, photography-inspired tasks. 

From filming a short cinematic clip capturing the warmth of autumn, to snapping vibrant spring portraits, spotting subjects in a telephoto hunt, and sharing their experiences on social media, guests will be fully immersed in the creative possibilities of Sony’s digital imaging equipment. 

Attendees will also have a chance to vote for for their favourite Alpha Universe SG Photo Contest finalist and join the growing Alpha Universe Singapore community, making Sony Alpha Fest ’25 not just an exhibition, it’s an interactive celebration of creativity, connection, and community. 

Sony Alpha Fest ’25 Event Details

Date: Friday 17 October 2025 (2pm – 9pm) | Saturday 18 October to Sunday 19 October 2025 (10am – 9pm)

Location: Plaza Singapura, Level 1, 68 Orchard Road, Singapore 238839

For more information on Sony Alpha Fest ’25 and register for the expert talks, please visit https://www.sony.com.sg/microsite/AlphaFest/index.html 

Early Bird Special Promo for FE 100mm F2.8 Macro GM OSS lens

If you are planning to get the Sony FE 100mm F2.8 Macro GM OSS lens, there is a early bird special promo!

Date: 17 October 2025 to 17 November 2025

Exclusive Free Gifts:

• Collector’s Edition Sony Hot Shoe Covers (Marco, Food, Portrait, Nature) [Limited Edition]
• Exclusive G Master Premium Gift Set (worth S$160)

* Information and pictures courtesy of Sony Electronics (Singapore and Brand Cellar *

The post Sony Alpha Fest ’25 (17 – 19 October 2025) appeared first on TGH Photography and Travel Portal/Blog.

I have seen the Sony Alpha series develop over the years, tested and reviewed the Sony A7and Sony A7R previously, they have developed and improved over the years through their different series, A7, A7R, A7S. When I got my maiden hands on with the Sony A7 III, the feel of the camera body was solid and more balanced.

There were two setups to test out the Sony A7 III capabilities, the Eye AF with continuous 10fps on a model, the other setup was a model shoot with Sony flash, testing their ISO capabailities. Although the Sony A7 III test shoot and try out were pretty short, I was able to get a feel of their new mirrorless camera, their Eye AF is impressive and fast, the AF in the Sony A7 III is inherited from the Sony A9 model, the AF response and tracking is fast. In the low light high ISO test, while the Sony A7 ISO can expand up 204,800, I would probably not use it, I would stick to their ISO range of 100 to 51,200.

Here are some of the sample images that I shot with the Sony A7 III (resized and no edit, straight out JPEG)

If the opportunity arises to do a review of the Sony A7 III, I would share more in-depth with photographs and videos. Meanwhile, let me share and highlight the key points for the Sony A7 III:

• Newly developed Full-frame 24.2MP Back-Illuminated Exmor R CMOS Image Sensor with Evolved Image Processing
• Wide ISO range of 100 – 51200 (expandable to ISO 50 – 204800 for still images) and 15-Stop Dynamic Range at low sensitivities
• World Class AF system featuring 693 phase-detection AF points covering 93% of image area, 425 contrast AF points and fast and reliable Eye AF
• Continuous Shooting at up to 10fps with either Mechanical Shutter or Silent Shooting and full Auto Focus/Auto Exposure tracking
• 5-axis optical in-body image stabilisation with a 5.0 step shutter speed advantage
• High Resolution 4K Movie Shooting with full pixel readout and no pixel binning across full-width of full-frame sensor
• The longest rated battery life of any Mirrorless camera at 710 shots per charge

The key points from the Sony A7 III that caught my attention are the AF Speed and Performance, 425 contrast AF points that work with a 693-point focal plane phase-detection AF system inherited from the acclaimed A9 model. Their AF response and tracking has been greatly improved, with almost 2x the focusing speed (as compared to the Sony A7 II, Sony test conditions) in low-light condition and 2x the tracking speed (Sony test conditions for still images) compared to the previous model as a result of the faster image sensor readout.

Their acclaimed Eye AF is also available in the Sony A7 III, even in AF-C mode, this would be extremely useful for situations where the subject is moving, looking down or otherwise obstructed.

Pricing and Availability

The Sony A7 III and SEL2870 lens will be available at selected Sony stores, Sony Centres and Sony authorised dealers.

• A7 III body only – SGD $2,899.00 (inclusive of GST)
• A7 III with SEL2870 kit lens – SGD $3,299.00 (inclusive of GST)

For more information, do visit Sony Singaporewebsite and check out the latest  Sony A7 III!

* Information courtesy of Sony Electronics Asia Pacific and Poter Novelli *

The post Sony launched A7 III appeared first on TGH Photography and Travel Portal/Blog.