The digital camera market in Japan revived due to the influence of “Instemble(photogenic)” which was awarded in the 2017 buzzword award. Sales of digital cameras in Japan in 2017 revived after 5 years, sales in November were about the same as sales in FY 2016. According to Casio’s survey, 1 of 2 Japanese women is using Instagram among teens and twenties, and 1 of 4 girls who using Instagram has an “special camera for Instagram”. Instagram helps Japanese digital camera market become resurrect. However, digital camera market in China is depressing，which made Nikon closed the Nikon Imaging (China) Co., Ltd. On October 2017. Even though in Chinese mainland Instagram is impossible to be access, China has its own SNS like Weibo and WeChat. Uploading photos which are retouched by application in smartphone is popular among youth. Besides, a Chinese company created a type of Beauty Camera Phone, which has the function that photo can be retouched automatically while shooting is also very popular. Because photogenic is becoming more and more important to Chinese SNS users, the photo retouch technic of camera is the significant point for all camera makers. To increase the sales of digital camera, as far as I am concerned, makers should spare no effort on technic of photo beautify.