HUAWEI introduced a new generation of innovative products last July 22 at a major Asia-Pacific launch event in Bangkok themed “Fashion Next.” Among the latest lineup of devices were the HUAWEI Pura 80 Series, which redefines mobile photography with its industry-first switchable dual telephoto system and ultra-large sensor technology, and the HUAWEI MatePad 11.5-inch PaperMatte Edition (2025), a PC-like tablet designed for seamless productivity on the go.
As part of the event, XMAGE APAC was also held in Bangkok, showcasing outstanding photography from across the region and celebrating the power of visual storytelling. It was also officially announced that XMAGE will return to Paris later this year, with the global “The World, You and Me” XMAGE Awards Ceremony and Exhibition.
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 event, HUAWEI demonstrated the newest evolution of mobile photography through an immersive low-light experience zone. The HUAWEI Pura 80 Ultra delivered impressively sharp and vivid images even from a distance, a testament to its breakthrough Night Zoom capability and the Ultra Lighting HDR. These allow the HUAWEI Pura 80 Ultra to capture scenes with exceptional clarity across challenging lighting conditions.
The HUAWEI Pura 80 Ultra also introduces the industry’s first Switchable Dual Telephoto Camera, which combines 3.7x and 9.4x optical zoom within a shared 1/1.28-inch ultra-large sensor. Enabled by a precision-engineered optical path and switching mechanism, the system ensures seamless transitions across focal lengths with consistent color and detail. This solves the long-standing limitation of traditional telephoto designs.
The HUAWEI Pura 80 Pro, which inherits the legendary 1-inch sensor of the HUAWEI Pura 80 Ultra, also delivers exceptional low-light performance and image sharpness. Its Ultra Lighting Macro Telephoto Camera unlocks fine textures at close range, while the Ultra Chroma Camera enhances color fidelity across the imaging system.
Precision Engineering: Redefining Optical Architecture with Device Durability and Advanced AI Experience
The HUAWEI Pura 80 Ultra holds one of HUAWEI’s most advanced camera modules. This custom unit has 143 components, assembled through more than 150 precision manufacturing steps, nearly three times more than a conventional periscope camera. It integrates dual prisms and a four-lens group to deliver seamless optical transitions and outstanding clarity across zoom ranges, rivaling the capabilities of a professional DSLR.
The HUAWEI Pura 80 Ultra’s engineering brilliance doesn’t stop at photography. From screen to lens, the HUAWEI Pura 80 Ultra is protected by 2nd-Gen Crystal Armour Kunlun Glass with 25× improved drop resistance and 16× scratch resistance. New and Advanced AI-powered features like AI Messaging, AI Gesture Control, and AI Best Expression push the boundaries of how naturally and securely, users interact with their devices. Precision hardware meets intelligent software, bringing a flagship experience built to perform, to understand, and to endure.
HUAWEI will also soon introduce an AI Remove feature, which enables users to effortlessly eliminate bystanders and unwanted objects from their photos. Powered by generative fill technology, the background is intelligently restored for a clean, natural result that looks as if the distractions were never there.
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