In 2011, Casio introduced a new camera: the EX-TR100 also known as the Tryx.  Initially priced at $250 USD, Casio supplied this camera worldwide and promoted it on its flexible design.

In case you haven’t heard of the Tryx before, watch Casio’s promotional video below to get to know more about the camera!

There was a particularly high demand in Asia for this camera due to the social culture of the area. Girls in Asia enjoy taking pictures of themselves and posting them online for their friends to see. With a large rotating screen and a skin beautifying function, word quickly spread that the TR100 was the camera for self shots. Social influences put this camera in extremely high demand; having this camera gave you a popular status and once Casio announced the discontinuation of the TR100, prices of the camera in the second-hand market spiked to over double the retail price.

However the camera didn’t do so well in the American market, requiring several price reductions before all stock was cleared after discontinuation of the model. The culture in America is much more different than in Asia. Americans who have posted reviews on the Tryx have criticized this camera on its short battery life, lack of flash and optical zoom, and fragile design whereas reviewers in Asia praised the camera’s slim design as well as its rotatable screen and beautifying functions.  It is clear now that these two countries value different things when it comes to their cameras: Asians value those that can take photos which they’ll look good in and Americans value those that are long lasting, sturdy, and can produce high quality photographs.

Casio learned from this and when they launched the second model in 2012, the TR150, they limited their supply to Asia and Europe and began promoting it as a self-portrait camera.