HUAWEI unveiled its “Fashion Next” event in Bangkok on July 22, introducing a new wave of innovative products. Highlights included the HUAWEI Pura 80 Series, which boasts an industry-first switchable dual telephoto system and ultra-large sensor technology for mobile photography, and the HUAWEI MatePad 11.5-inch PaperMatte Edition (2025), a tablet built for on-the-go productivity. The event also featured XMAGE APAC, celebrating regional photography, and announced the upcoming global XMAGE Awards Ceremony and Exhibition in Paris.

A New Benchmark for Mobile Imaging

Held at One Bangkok Forum, the launch event brought together industry partners, media, HUAWEI fans, and key opinion leaders to witness HUAWEI’s latest advancements in smartphone imaging and mobile innovation with the debut of the HUAWEI Pura 80 Series.

“Huawei never stops pushing the boundaries of mobile technology, not just to lead in innovation, but to create meaningful experiences that serve human expression,” said Peter Liu, Flagship Handsets GTM Director at HUAWEI. “From foldables to imaging, we believe the best camera is the one you have with you, not only to capture images, but to tell stories, stir emotions, and connect lives. This philosophy guides everything we do, inspiring new ways of seeing, working, and creating.”

At the APAC launch, HUAWEI revealed the future of mobile photography in a dedicated low-light experience zone. The HUAWEI Pura 80 Ultra stood out, producing incredibly sharp and vivid distant shots. This capability is powered by its groundbreaking Night Zoom and Ultra Lighting HDR, ensuring exceptional clarity across all lighting challenges.

The HUAWEI Pura 80 Ultra debuts the industry’s first Switchable Dual Telephoto Camera, offering seamless 3.7x and 9.4x optical zoom on a single 1/1.28-inch ultra-large sensor. This precision engineering ensures consistent quality across zooms, solving a key telephoto challenge.

The HUAWEI Pura 80 Pro, featuring the same legendary 1-inch sensor, provides exceptional low-light capabilities and sharpness. Its Ultra Lighting Macro Telephoto Camera reveals intricate close-up textures, while the Ultra Chroma Camera boosts color accuracy across its imaging.

Precision Engineering: Redefining Optical Architecture with Device Durability and Advanced AI Experience

The HUAWEI Pura 80 Ultra boasts one of HUAWEI’s most advanced camera modules. This custom unit, with 143 components and over 150 manufacturing steps (nearly triple a conventional periscope camera), integrates dual prisms and a four-lens group for seamless optical transitions and DSLR-like clarity across zoom ranges.

Durability is also key: the Pura 80 Ultra’s screen and lens are protected by 2nd-Gen Crystal Armour Kunlun Glass, significantly boosting drop (25x) and scratch (16x) resistance. It also introduces new AI features like AI Messaging, AI Gesture Control, and AI Best Expression, enhancing natural and secure user interaction. This flagship device combines precision hardware with intelligent software for peak performance, understanding, and endurance.

Soon, HUAWEI will launch AI Remove, a generative fill feature allowing users to effortlessly eliminate unwanted objects and bystanders from photos, seamlessly restoring the background for a natural look.

HUAWEI MatePad 11.5: PC-like Experience, Office On The Go

The new HUAWEI MatePad 11.5-inch (2025), also launched at the event, offers a portable, PC-like experience. It features a PaperMatte Display for reduced glare and a Magnetic Keyboard for comfortable typing, making it a great fit for students and professionals. With full PC-level WPS Office access, this tablet ensures effortless and efficient mobile productivity.

AppGallery: Everything You Need, All in One Place

HUAWEI’s AppGallery brings together a rich ecosystem of high-quality apps across lifestyle, travel, finance, entertainment, and productivity. Whether for work or leisure, AppGallery is a one-stop hub for daily convenience and discovery.

For more information on the latest lineup of HUAWEI devices, visit Huawei’s official website or social media accounts (Facebook | Instagram).