Somewhere in Kuala Lumpur this week, someone is shooting a whole video on a camera small enough to lose in a jacket pocket. No crew, no rig, one hand. A few years ago that would have been a stunt. In September 2026 it is just an ordinary afternoon.
That shift finally has a headline venue, and it is in Berlin. IFA 2026, one of Europe's largest consumer tech shows, opens on 4 September, and this year the people it is built around are not gadget buyers. They are the people making things for other people to watch.
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The show grew a wing for creators
IFA expanded its content creation area by 70 percent for 2026 and spread it across two halls for the first time. The new Creator Hub at Palais am Funkturm runs streaming studios, masterclasses and hands-on testing, and Samsung has signed on as its main sponsor. A fair that spent decades selling fridges and televisions has decided the growth is in creators.
The gear on the floor says the same thing. DJI has its newest cameras on show in Berlin: the Osmo 360 II, which records native 8K video at 60 frames per second and launched in China in August for about 3,299 yuan, roughly US$460, and the Osmo Pocket 4P, a pocket camera built around a one-inch main sensor that shoots 4K slow motion at 240 frames per second and sells worldwide from about US$619. Honor is expected to bring a phone with a 200-megapixel camera mounted on a motorised gimbal arm. The common thread is one person, one hand, footage that used to need a truck.
What it means for a Malaysian creator
None of this is far away. The Osmo Pocket 4P is already on sale in Malaysia from RM2,419 through DJI's official Malaysian store, and we walked through how the Osmo 360 II reached local buyers ahead of the United States in our earlier look at DJI's Malaysian pricing. The barrier to cinematic footage is no longer the camera. It is knowing what to do once it is in your hand.
We can say that from our own numbers. We recreated a full music video on a phone, for no budget, and it has pulled more than 18,000 views, more than anything else we have posted. That is the entire premise of our Pocket Cinematic course: the camera stopped being the reason you cannot.
So for a Malaysian creator working out where the money goes, the honest order runs backwards from the marketing. Sort the basics of a starter kit first, learn the technique second, and treat the flagship camera as the last purchase, not the first. IFA's turn toward creators is really an argument that the expensive part was never the hardware.
The tools keep getting smaller and cheaper. In Berlin this week, the industry is quietly admitting the interesting question is no longer what you shoot on. It is what you shoot.
Images courtesy of Wesley Tingey, Anastase Maragos and Peter Stumpf on Unsplash.
