KUALA LUMPUR, 23 MAY 2024 – Huawei unveiled its inaugural HUAWEI XMAGE Global Exhibition, titled “A Heartwarming World – 12 Years of Huawei Photography,” on 23 May 2024, at the Sentul Glass Pavilion nestled within a private park in Kuala Lumpur, Malaysia, marking the largest photography exhibition in Huawei’s history.

The HUAWEI XMAGE Awards 2024, the annual competition celebrating Huawei’s open platform for smartphone photographic excellence, was also officially launched during the exhibition’s opening ceremony. Now in its eighth consecutive year, the competition aims to inspire consumers to unleash their creativity and imagination by leveraging Huawei’s leading XMAGE imaging technology, infusing each photograph with deeper emotional and cultural resonance.

“A Heartwarming World – 12 Years of Huawei Photography”

Debuting under the theme “A Heartwarming World,” the exhibition showcases nearly 300 photographs taken by Huawei smartphones, selected from millions of submissions. These images capture moments of warmth, tranquillity, and brightness from every corner of the globe, highlighting the genuine relatability of ordinary people and encapsulating HUAWEI XMAGE’s new brand philosophy, ‘The Power of Image.’ This philosophy aims to ignite consumers’ imagination, creativity, and appreciation with supreme imaging technology and experiences, showcasing its powerful impact beyond what’s captured.

The past decade has witnessed rapid development in mobile photography. This exhibition features works from Huawei smartphone series spanning the past 12 years. During this time, Huawei has driven the evolution and development of mobile imaging technology through continual innovation. Moreover, Huawei has engaged in global activities such as photography competitions, community events, and trend reports, promoting the worldwide spread of mobile photography culture.

Building upon this legacy, the HUAWEI P Series has been upgraded to the HUAWEI Pura Series. The HUAWEI Pura Series restarts with a new attitude, perfectly integrating ultimate photography, aesthetic design, and unique style. According to the latest DXOMARK review, the HUAWEI Pura 70 Ultra secures the top spot on DXOMARK Smartphone Camera Rankings with an impressive score of 163 points.^[i]

With the HUAWEI Pura 70 Series setting a new benchmark, HUAWEI XMAGE continues to push the boundaries of technology and experience alongside global users, taking smart photography to new heights.

“Photography is a universal language, transcending barriers to capture beauty and inspire meaningful conversations,” Mr. Li Changzhu, Vice President of Handsets Product Line, Huawei Consumer Business Group shared during the opening ceremony. “XMAGE is a global platform that encourages users around the world to shoot, share, and record life, inspiring them to express their emotions and enjoy the fun of photography.”

“The XMAGE Global Exhibition symbolises Huawei’s commitment to merging technology with art, empowering individuals to embrace innovation for exploration and enlightenment. Each exhibited image embodies a narrative, bridging cultures and fostering a deeper understanding of our diverse world. We are honoured to experience these profound moments captured through Huawei’s innovative mobile imaging technology. Each moment is crafted into a masterpiece, making the selection process delightfully intricate amidst the abundance of stunning images,” Mr. Li added.

The exhibition explores six different categories: “The Secrets of Mother Nature,” “Landscapes and Spaces,” “A Dialogue with Animals,” “You and Me,” “The Power of Moments,” and “The World of Youth.”

“A Heartwarming World – 12 Years of Huawei Photography” Exhibition will run from 23 until 24 May 2024. Exceptional works will be displayed across Huawei’s official platforms such as @HuaweiXmageAwards on Instagram, @huaweimobilemy on Instagram, X, and Facebook.

Explore the Unseen Wonders with HUAWEI Pura 70 Series

The HUAWEI Pura 70 Series revolutionises mobile photography, blending innovation and artistry to redefine the possibilities of capturing life’s moments. With its revolutionary Ultra Lighting camera system, the Ultra Speed Snapshot feature can effortlessly capture fast-moving scenes, from a powerful badminton smash to an F1 racer crossing the finish line, turning fleeting moments into everlasting memories.

 “Splash of Joy”

Mesmerise in the sight of a young boy immersed in pure joy as he play with water. Each splash of water evokes laughter and wonder, illuminating the innocence and happiness of childhood. It’s a heartfelt moment that embodies the theme of 'The Power of Moments,' celebrating the simple joys that connect us all.

By Abeden Mung with the HUAWEI Pura 70 Ultra

On the other hand, the Ultra Lighting Macro Telephoto Camera enhances clarity for distant landscapes and close-up details. With long distance slide shaft flexible focus technology and an F2.1 periscope telephoto aperture, it ensures crystal-clear images across the entire focal length. Whether capturing far-off scenery or intricate subjects up close, this camera delivers unmatched clarity and precision, allowing users to explore the world with unparalleled detail.

“Winged Marvel: Dragonfly in Focus”

Step into a moment of wonder to see the unseen. In this stunning close-up shot of a dragonfly, the delicate veins on its wings and the fine bristles on its legs and around its mouth are rendered in exquisite detail, offering us a glimpse into the micro world and opens ‘A Dialogue with Animals.’

By Sanjitpaal Singh with the HUAWEI Pura 70 Ultra.

At the heart of the Pura 70 Series lies the revolutionary Portrait Mode, powered by advanced AI algorithms. This feature intelligently perceives and adjusts light, shadow, blur, and skin tones to deliver stunningly realistic results, while the portrait blur function creates distinct layers, accentuating subjects while preserving fine details like hair strands and facial nuances.

“Whispers of Mischief: The Shush Pose”

Step into a world where mischief meets charm, captured in this intriguing black and white portrait. With a playful shush gesture, our charismatic character invites you into a realm of secrets and laughter, all within the compelling category of ‘You and Me.’ His eyes gleam mischievously, hinting at hidden tales and shared jokes. Below one eye, tear drop tattoos rest upon a growing plant, emerging from a pile of soil, perhaps symbolizing the blossoming of new beginnings and hope.

By Bibo Aswan with the HUAWEI Pura 70 Ultra.

Even in challenging low-light conditions, the Pura 70 Series maintains clarity and contrast, capturing vibrant sunset hues and delicate facial transitions with precision. With its unparalleled portrait effects, the Pura 70 Series sets a new standard in smartphone photography, empowering users to unleash their creativity and capture life's most cherished moments with unparalleled clarity and depth.

“Sunset Serenity: Boats at Rest”

Immerse yourself in the tranquil end of a day as two fishermen’s boats rest on the beach, illuminated by the golden hues of sunset. The rich colours of the sunset, the soft, textured sand, and the gentle waves caressing the boats are captured in stunning detail, beautifully encapsulating the harmony between nature and human endeavour within the category of ‘Landscape and Spaces.’

By Zarnizar with the HUAWEI Pura 70 Ultra.

The HUAWEI Pura 70 Ultra’s main camera features an original retractable Ultra Lighting Pop-out Camera, create unique imaging system that invites users to explore unseen wonders. When activated, the camera automatically extends, accentuating a unique red ring around its frame and emitting sounds of professional equipment, emphasizing the artistry and prowess of imaging.

Complementing its advanced camera capabilities, the HUAWEI Pura 70 Series boasts a sleek and elegant design, setting new standards for craftsmanship and aesthetic appeal. Engineered with durable materials such as Super Durable Kunlun Glass on the HUAWEI Pura 70 and HUAWEI Pura 70 Pro, and Crystal Armor Kunlun Glass on the HUAWEI Pura 70 Ultra, these smartphones are built to withstand the rigors of daily use.

The HUAWEI Pura 70 Series sets new standards for elegance and exquisite craftsmanship. It embodies high-end, minimalist and pure design philosophies, breaking away from traditional square and circular smartphone camera designs with its innovative triangular elements of Forward Symbol Design, giving it distinctive look.

Just like a couture fashion brand, the HUAWEI Pura 70 Ultra is adorned with its own exclusive, custom-fitted high-end fashion label. Below the camera module of the HUAWEI Pura 70 Ultra is a unique XMAGE label, representing the HUAWEI XMAGE, epitomizing the spirit of artistic mastery and adding a touch of haute couture to the device. With trendy colour options and minimalist designs, the HUAWEI Pura 70 Series offers users an effortless expression of their individuality. Find out more details at HUAWEI Official Website.

Join the HUAWEI XMAGE Awards 2024: Inspiring Innovation, Leading Global Photography Culture

Leverage the powerful features of the HUAWEI Pura 70 Series to capture stunning images and submit the best work to the HUAWEI XMAGE Awards 2024. Celebrating the best in smartphone photographic excellence, this annual competition encourages the use of unique perspectives and unlimited creativity to give mobile photography deeper artistic significance and aesthetic expression. Since 2017, users from more than 170 countries and regions have participated, contributing nearly 4 million entries to date. This makes the HUAWEI XMAGE Awards a cultural heritage of its own, containing fragments of human history from worldwide perspectives.

This year’s XMAGE Awards introduces new categories: “Moments,” “Faces,” “So Far So Close,” and “Style,” showcasing Huawei's leadership in Snapshot, Portrait photography, Telephoto and Macro photography, and Color styling. Additionally, new awards such as “Best of Pura Series” and “Best of Mate Series” have been created to encourage artists to explore diverse expressive forms and themes using Huawei’s flagship imaging capabilities. All winners may have their work featured on global advertising platforms and HUAWEI Pay transit cards, among other opportunities.

The competition also welcomes a new panel of esteemed judges, including Nini Yusof --
CEO of Media Prima Television Networks & Primeworks Studios, Abeden Mung -- Photographer, Bibo Aswan – Fashion & Lifestyle Photographer, and Li Changzhu -- Vice President of Handsets Product Line, Huawei Consumer Business Group. They will collectively select the most compelling photographic stories based on their profound insights into image expression.