Nikon Corp. has shifted its Asian sales target to a younger generation from professionals, offering handier models and opening its first showroom in Thailand.

"The new full-frame mirrorless Z series is designed in response to demand from many customers for a camera that has the great quality of DSLR (digital single-lens reflex) cameras but is lighter and easy to carry around," Toru Matsubara, president and managing director of Nikon Sales (Thailand) Co., told a recent news briefing.

Last month, Nikon launched its first full-frame mirrorless cameras. Its Sendai factory in the Tohoku region is producing the Z series at full capacity to meet strong demand.