It's no surprise that Canon dominates the DSLR market in Japan (and elsewhere), but they're not exactly at the forefront of mirrorless technology. Nonetheless, they took over the top spot from Olympus in the second quarter of 2018.
The news came when Canon released their second quarter results for this year, in which they claim they are number one in mirrorless market share in Japan. The news may be a bit surprising, but Canon attributes part of the success to the carefully positioned EOS M50. Overall, the ILC market continues to shrink, although the rate was slowed as compared to other recent periods.
Canon notes that in the second half of the year, they plan to "aggressively use social media" to continue to expand, with a specific focus on advanced amateurs. I think it's interesting to note that neither Canon nor previous leader Olympus make a full frame mirrorless camera. This could underscore Canon's plan to go after advanced amateurs. While full frame is exciting for professionals, the vast majority of amateurs I see are shooting APS-C or smaller cameras, and while Canon is planning to address the full frame mirrorless market, a good chunk of their revenue from mirrorless cameras may come from what's already out there. Nonetheless, with full frame mirrorless cameras on their way from both Canon and Nikon, the landscape is about to get quite interesting.
You read the full report here.