‘We Want Canon to Be the Go-To Brand for All Content Creators in Nepal’

Toshiyuki “Tiger” Ishii is a seasoned global executive with over three decades of experience at Canon. Since joining Canon Inc. in 1988, he has held key leadership roles across Asia, Europe, and the United States, including Digital Camera Marketing Director at Canon USA and Vice President at Canon China. He currently serves as Managing Executive Officer of Canon Inc., President & COO of Canon Marketing Asia, and President & CEO of Canon Singapore Pte. Ltd. His extensive international background and strategic insights have shaped Canon’s global direction. During his recent visit to Nepal—his first in over 25 years—Ishii spoke with Republica about his professional journey, Canon’s evolving strategy, and the company’s innovations in imaging technology.

Excerpts:

What brings you to Nepal at this time, and what are your main objectives for the visit?

It’s been more than 25 years since I last visited Nepal. With my new role, I felt it was important to see firsthand how the country has progressed and to gain a deeper understanding of the current market dynamics. My primary objectives are to strengthen Canon’s relationship with our local distributor, explore emerging business opportunities, and support overall growth in Nepal. The market holds tremendous potential, especially in photography and printing. By working closely with our partners, we aim to enhance our brand presence and deliver greater value to Nepali customers.

Canon has maintained a strong presence in Nepal through Primax International since 1992. How does Nepal fit into Canon’s regional strategy?

Every market matters, and each one has its own unique characteristics. Nepal is a country of extraordinary natural beauty, rich biodiversity, and vibrant cultural heritage. Its festivals, jatras, and landscapes make it a haven for content creators. Our partnership with Primax International spans over five decades, and together we’ve played a vital role in cultivating a strong photo culture here. Canon currently holds over 50% of the camera market in Nepal, and we remain fully committed to serving creators at all levels with best-in-class products and services.

What are Canon’s long-term goals in Nepal for supporting photographers, videographers, and other imaging professionals?

Our goal is to foster a thriving imaging community in Nepal. We want Canon to be the first choice—not just for professionals, but for anyone passionate about creating content. Through our distributor, we conduct regular workshops, photo walks, and community events. We also provide certified service support and operate a dedicated Canon brand store. Our aim is to ensure that creators across Nepal have access to the tools, expertise, and resources they need to excel.

Globally, which content creation segments does Canon prioritize, and how do these align with trends in Nepal?

Worldwide, content creation has surged—particularly short-form videos fueled by the rise of social media. This is a key focus area for us. In Asia, wedding photography and videography continue to be major markets. These trends are strongly reflected in Nepal as well, where the demand for high-quality wedding and social media content is growing rapidly.

Canon is investing heavily in imaging technology. What innovations do you believe will shape the future of Canon cameras?

We’re especially excited about our latest mirrorless systems, which integrate deep learning to enhance subject recognition and autofocus performance. These advances benefit both still photography and video by offering greater precision, color accuracy, and ease of use. Combined with our cutting-edge VCM lens technology, the EOS R system empowers creators to produce professional-quality content more efficiently than ever before.

With smartphones becoming increasingly powerful, how has Canon adapted? What unique advantages do your products offer?

Smartphones have democratized photography and raised expectations for image quality. As a result, many users now seek more control and higher performance—areas where Canon excels. We provide features such as superior low-light capabilities, eye-controlled autofocus, and advanced face tracking—essential for wildlife, sports, wedding, and lifestyle photography. Our product range spans from entry-level to professional models and includes a versatile lens ecosystem—even supporting virtual reality production.

With platforms like Instagram, YouTube, and TikTok booming, have you seen greater interest from content creators? How is Canon responding?

Absolutely. There’s a noticeable increase in demand for video creation tools, particularly among Gen Z. Interestingly, we’re also witnessing a renewed interest in digital cameras from this demographic. We’ve responded with creator-centric models like the PowerShot V10 and EOS R50 V. These are designed for easy sharing, exceptional performance, and portability—and they’ve received a very positive global response.

Canon is also a major player in printing. How significant is the Nepali market in this segment, and what growth do you foresee?

Canon offers a full spectrum of printing solutions, from home use to small and medium enterprises and large corporations. Today, we're helping businesses not only print but also digitize operations and enhance their resilience. With comprehensive solutions from capture to print, we help people preserve life’s meaningful moments. Nepal presents substantial growth opportunities in both consumer and commercial printing, and we’re excited to expand our footprint here.

What message would you like to share with Canon users and photography enthusiasts in Nepal?

Thank you for your continued trust and enthusiasm. Your creativity, passion, and feedback inspire us to innovate and improve. Keep capturing life’s precious moments and turning them into lasting memories. We’re honored to be part of your creative journey and look forward to growing together in the years to come.