A small digital camera from 2019 has suddenly become one of the most sought-after items among young Danes after going viral on TikTok, leaving shelves empty and surprising even Canon’s own leadership.
The comeback of an old camera
A growing number of young people in Denmark are chasing the Canon PowerShot G7 X, a compact camera that gained attention years ago but is now back in high demand. The appeal started on social media, where videos tagged “#canong7x” have gathered tens of thousands of posts showing sunsets, travel clips, and outfit photos. The revival recalls earlier digital nostalgia trends that swept through TikTok. For many, including high school students on limited budgets, the G7 X has turned into a must-have tool for creative expression.
Surprisingly, this camera’s renewed fame mirrors how digital culture shifts rapidly among young users. The same pattern appeared when Danish creators recently embraced new Danish social media platforms instead of major global ones. These shifts often begin with online communities seeking authenticity or nostalgia in their content.
Short supply, big demand
Online searches for the Canon G7 X peaked internationally early this year and reached record levels in Denmark at the end of 2024. Retailers quickly sold out, and several reported delivery delays of months. Used models appeared on Danish marketplaces at prices close to new ones.
Canon Japan briefly resumed production in mid‑2025, but new inventory vanished within days in both the United States and Britain. The same scene played out across Europe. Danish camera shops still list the G7 X as unavailable. Despite its age, few compact cameras now match its built‑in flash and flip screen, which make it practical for filming in low light or capturing quick snapshots without extra gear.
Social pressure and online influence
For many young Danes, the G7 X represents more than a camera. It has become a symbol of creative freedom, but also of social influence. TikTok users often showcase perfectly edited mini‑films that push others to buy the same technology. The mix of community trends and visual aesthetics helps explain the craze.
At the same time, some digital analysts note that influencer‑driven purchases can add pressure, especially when products cost thousands of kroner. The phenomenon is sometimes described as a “privilege trend,” popular among those who can afford the latest tech even if similar or cheaper alternatives exist.
Interestingly, compact cameras like these had been fading from the market for years as smartphones improved. Yet the G7 X’s performance reminds users that smaller cameras can still offer a distinct look that mobile phones lack. Its bright flash and soft depth of field deliver what TikTokers call a “nostalgic 2010s vibe,” a major reason the model keeps trending online.
Industry reaction
Canon Denmark’s country director has admitted being surprised by how quickly demand surged. For years, global compact camera sales declined. Then the pandemic disrupted production chains, halting output from factories supplying essential components. When the trend hit, Canon could not ramp up manufacturing fast enough to meet global orders.
He explained that Canon has now increased production to catch up, though deliveries will remain limited in the coming months. The company recognizes that renewed consumer interest could extend the lifespan of the entire compact‑camera category.
Meanwhile, experts in Danish digital culture say this episode reflects how technology trends often resurface unpredictably. As consumers tire of polished smartphone content, they reach for devices that produce imperfect but authentic footage.
The bigger picture
Even though the hype might fade, the G7 X’s revival shows that nostalgia can drive powerful consumer waves. It also highlights how quickly online platforms influence real‑world demand. Danish youth, like many around the world, are searching for creative tools that feel personal rather than algorithmic.
Because of that, older technology suddenly feels new again. The G7 X is not the only camera benefiting from this shift, but it has become the icon of a movement that blends affordability, aesthetics, and a longing for analog simplicity in a digital age.
Sources and References
The Danish Dream: New Danish Social Media ‘Meningspunktet’ Challenges Big Tech
TV2: Kamera skaber rift blandt unge
