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Digital Camera World
Digital Camera World
Kim Bunermann

This US$4,599 fast zoom lens is Japan's new No.1 best-seller

Sony Nikon Canon Japan Hasselblad Yodobashi
Hasselblad XCD 35-100E lens on a wooden surface in a moodily lit environment.

A US$4,599 medium-format lens isn't the kind of model you'd expect to see competing with mainstream full-frame best-sellers. Yet the Hasselblad XCD 35-100E has been doing exactly that in Japan, consistently ranking among the country's most popular lenses and now claiming the No.1 spot in Yodobashi's latest sales chart for the second half of May.

The world's fastest medium-format zoom is Hasselblad's second "trinity" lens for the X-System and is versatile enough to replace up to seven premium prime lenses worth over US$20,000.

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