Xiaomi, a leading smartphone brand in China and globally, recently launched its latest product, the Xiaomi 17 Ultra, designed for photography lovers from amateurs to professionals. The Xiaomi 17 Ultra is a flagship smartphone born from a deep collaboration between Xiaomi and Leica, the renowned German premium camera and lens brand with over 100 years of history. They have partnered since 2022 to release several products.
This partnership has evolved into a creative alliance with a shared goal: to push mobile photography to the highest level achievable by current technology. The results resemble an engineering masterpiece designed to deliver the ultimate camera experience today, especially for night photography. Xiaomi has nicknamed this model the Master of Night.
In their fourth year of collaboration, the Xiaomi-Leica partnership focuses on three core areas: 1. Excellent lenses, 2. The aesthetic experience of photography, and 3. User experience, aiming to deliver superior and distinct photos compared to typical mobile phones.
Xiaomi’s engineering team revealed that what sets the Xiaomi 17 Ultra apart is its primary camera system, carefully tuned from lens design to image processing. It features a 1-inch main sensor, the Light Fusion 1050L, enhanced by LOFIC (Lateral Overflow Integration Capacitor) technology, an innovation acting like a backup light reservoir.
This technology ensures photos maintain highlights without overexposure, preserve details in shadows, and keep natural color tones without relying on heavy software processing that often creates unnatural images. It also reduces motion blur, making it ideal for low-light night photography or scenes with moving lights, such as light shows, fireworks, or strong backlighting.
Another standout feature, shared openly by Xiaomi’s engineers, is that the Xiaomi 17 Ultra is the world’s first smartphone to use a 200-megapixel telephoto lens combined with a Mechanical Optical Zoom system covering 75–100mm, rather than digital zoom cropping like most phones.
This means the lens physically moves like a professional camera, delivering consistently high image quality at all zoom levels. Sharpness remains equal from 75mm to 100mm without any resolution loss, marking a global first in maintaining 200-megapixel resolution throughout the zoom range.
“This capability is even more powerful when paired with Leica’s APO lens technology, which corrects purple fringing and optical distortions, resulting in sharp telephoto images with accurate colors that look professionally shot with real camera lenses. Additionally, the zoom can extend up to 400mm, or 17.2 times zoom compared to the main camera,” said a Xiaomi engineer.
Despite its advanced camera features, the Xiaomi 17 Ultra does not neglect other uses. Its design is inspired by classic cameras, offering a sleek, comfortable grip, weighing just 219 grams and measuring only 8.29 mm thick. The Hyper RGB display reaches up to 3,500 nits brightness, ensuring clear visibility even outdoors. It is powered by the Snapdragon 8 Gen 5 chip and equipped with a large 6,000 mAh battery.
All these features make the Xiaomi 17 Ultra more than just a device with impressive marketing slogans; it is a smartphone crafted to provide a new experience through the hard work of engineers in smart factories, enabling users to truly consider their phone as a primary camera.
/ Major Award: Major Cineplex Group Public Company Limited, represented by Wisarut Poolworalak, Director of Corporate Strategy, received the Best Brand Performance on Social Media award in the Out of Home Entertainment category for the fifth consecutive year at the 14th Thailand Social Awards 2026. This national social media awards event is organized by Wisite (Thailand) Co., Ltd., a leader in social media data analytics technology, to honor brands and influencers with outstanding digital communication performance.
The Best Brand Performance on Social Media award is based on Social Metric criteria measuring communication effectiveness and engagement throughout the year. It reflects strategic content capabilities, creativity, and effective digital consumer reach. This five-year streak underscores Major Cineplex Group’s leadership as the top cinema business brand delivering comprehensive and distinguished out-of-home entertainment experiences.
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