A GIMBAL camera designed and developed by a Shenzhen-based company has sparked a queuing frenzy in Tokyo’s Shibuya district.

The Luna Ultra — an 8K dual-lens gimbal camera co-engineered with Leica — is Insta360’s flagship entry into the premium handheld gimbal camera market. It combines professional-grade imaging with a compact, portable form factor aimed at creators, vloggers, and mobile filmmakers.

Shibuya, home to the world’s busiest pedestrian crossing and renowned for its dense concentration of trendy shopping centers, saw hundreds of Japanese consumers lining up for the June 10 product launch. The event officially began at 3 p.m., but some enthusiasts had already arrived with folding stools by 9 a.m. — a few were even waiting on-site as early as 6 a.m.

The two-day launch event drew over 1,000 participants, with pre-order units selling out rapidly. Some traveled over 550 kilometers from Osaka to attend, and Japanese comedian Tokui Yoshimi with 1.74 million followers was among the first customers.

Major Japanese tech media outlets including DC Watch and ITmedia covered the event. “The shop distributed around 450 admission tickets on the first day, and they were all claimed within 30 minutes of opening. Most customers headed straight to the checkout line upon entering the store,” one report said.

The white version sold out online within five minutes of its Japan launch, while offline it broke into the top three sales rankings at electronics retailer Yodobashi Camera in just 12 hours.

The stock shortages have since sparked widespread discussion online. A Japanese tech influencer with 4 million followers commented that the Luna Ultra signals a future trend where traditional video cameras will be gradually replaced by smart portable alternatives.

According to IDC, global shipments in the handheld smart camera market grew 33% year on year in the first quarter of 2026, with the rapid growth driven primarily by two Chinese brands — Insta360 and DJI.

Insta360 continues to hold the No. 1 position globally in both sales volume and revenue in the panoramic camera segment, with a 71% market share.

(SD News)