As sustainability takes center stage in the region’s development agenda, technology is increasingly used to solve environmental challenges. One such initiative in the UAE is using imaging innovation to restore coral reefs by combining visual technology, measurement, and community engagement to protect marine ecosystems.

Earlier this year, Canon launched the UAE chapter of its global World Unseen 2.0 initiative with Project REEFrame, a coral reef restoration program in partnership with Freestyle Divers. 

Based in Dibba, Fujairah, and supported by the UAE Ministry of Climate Change and Environment, the project combines coral restoration with community education and underwater imaging workshops to make the unseen marine world visible to the public.

MERGING TECHNOLOGY AND CONSERVATION

At the forefront of this effort is Canon, which is extending its imaging expertise beyond photography and printing to environmental restoration. The company is demonstrating how technology can contribute directly to conservation outcomes through initiatives like The World Unseen and its coral reef restoration project with Freestyle Divers.

This purpose-led approach stems from the Japanese philosophy of Kyosei, which refers to living and working together for the common good and defines Canon’s identity and direction. 

“Kyosei, is the primary reason why we exist, apart from being so strong in our products and services, and that’s our way of making sure that we contribute to society, so Canon continuously keeps taking initiatives that contribute towards society,” Venkatasubramanian (Subbu) Hariharan, Managing Director of Canon Middle East and Türkiye, said.

EXPANDING SUSTAINABILITY ACROSS THE REGION

Canon’s work in the UAE begins a broader regional commitment that aligns closely with the Gulf’s accelerating sustainability agenda. After launching The World Unseen initiative locally, Canon wants to bring its coral restoration efforts to Saudi Arabia, a market that Hariharan describes as strategically important and deeply aligned with the company’s purpose.

“Saudi Arabia is, of course, one of our strongest focus markets, and for sure, opportunities provided with the right partners who are the experts in coral restoration or any of those environmental initiatives, we’ll be happy to expand,” Hariharan said.

He added, “We have the technology and the expertise to implement it. What we need is the right partner, like Freestyle Divers. If they’re available in Saudi Arabia, then the expansion will be natural.”

INNOVATION THAT DRIVES PURPOSE

Behind these projects lies Canon’s continuous investment in research and innovation. The company allocates around 8% of its local revenue to research and development, ensuring its imaging technologies evolve to meet emerging needs. 

“This constantly means understanding what imaging is and what it needs to contribute to the world of imaging technology,” says Hariharan. 

But innovation at Canon goes beyond creating advanced products—it’s about building an integrated ecosystem. 

He went on to say: “Second is about providing an ecosystem, which means it’s not only about capturing images, it’s also about printing. It’s also about making sure that there’s’s a complete input-outputinput output ecosystem available for use and puttingput such things to use.” That thinking, Hariharan says, reinforces Canon’s belief that imaging is more than a creative tool. It’s a catalyst for change. 

“We have a whole gamut of products and services that contribute towards what is required, where imaging can play a part in a larger good. Therefore, environment, be it the latest technologies, be it mankind, be it photography, be it storytelling. Ultimately, we can contribute to all that through imaging,” he added.

Beyond its environmental commitment, Canon continues to shape how people interact with imaging daily. Hariharan points out that the rise of smartphones has ultimately strengthened the photography ecosystem. “The use of mobile phones as cameras has been one of the best things that has happened to imaging,” he said. 

Hariharan added, “In the past, people used cameras only for occasions. Nowadays, people use mobile phones to take trillions of images every day. That means it helps every person realize they can take better pictures. They know they need a camera when they want to take better pictures. Eventually, it leads to their better understanding of cameras, much better than in the past.”

From promoting visual storytelling to advancing environmental restoration, Canon’s strategy reflects a broader shift toward purposeful innovation. Guided by Kyosei, the company is reimagining how imaging technology can empower individuals, support communities, and contribute to sustainability across the Middle East.