ADEX — Asia Dive Expo

Full name: Asia Dive Expo (ADEX)
Type: trade show / consumer expo
Frequency: annual (typically April)
Location: Singapore (primary); also Bangkok (2007), and satellite shows in Beijing, Shenzhen, Hong Kong
Organizer: Asian Diver Magazine / Underwater360 (John Thet, CEO)
Founded: 1994

Overview

ADEX (Asia Dive Expo) is Asia’s longest-running and largest diving trade and consumer show, founded in 1994 by Asian Diver Magazine. Held annually in Singapore, the show grew from a modest regional trade event into a major international expo drawing over 60,000 visitors by the late 2010s. ADEX serves as the primary showcase for underwater imaging products in the Asia-Pacific market and a networking hub for dive operators, conservation organizations, tourism boards, and equipment manufacturers from around the world.

The show typically features exhibition booths from housing and strobe manufacturers, presentations by world-class underwater photographers and videographers, environmental conservation themes, photo and video competitions (notably the “Voice of the Ocean” competition launched in 2010), and social events for the underwater imaging community. ([1])

Wetpixel’s coverage of ADEX has been extensive and continuous, with associate editor Drew Wong filing detailed imaging product reports from 2007 through 2019, and Adam Hanlon providing additional coverage. From 2011 onward, the annual Wetpixel/Scubacam (later Wetpixel/Sam’s Tours) party became a signature social event of the show.

Venues

History

Origins and Early Years (1994—2003)

ADEX was initiated and launched by Asian Diver Magazine in 1994 as the first dive show in Asia. By its 10th anniversary in 2004, it had become an established fixture on the regional dive calendar. ([5])

ADEX 2004 (10th Anniversary, Suntec City, Singapore)

The show’s 10th anniversary edition was held at Suntec City Convention Center in Singapore. Jason Heller of DivePhotoGuide attended and filed a report published on Wetpixel. The Asian diving community “came to Singapore in droves” despite the lingering negative perceptions from SARS, terrorism concerns, and avian flu. Equipment manufacturers including Seacam exhibited housings with glass dome ports. ([6]) ([7])

ADEX 2006 (Suntec Convention Center, Singapore)

Eric Cheng attended after the Digital Shootout in Palau and filed a multi-page report. He described ADEX as “tiny compared to shows in the United States and Europe” but discovered “a tight network of dive operators, tourism representatives, manufacturers, distributors, publishers, editors, and photographers working together to further the industry as a whole.” He spent time with Tony Wu, Edmund Tee of FiNS Magazine, Jason Heller of DivePhotoGuide, Peter Mooney of Scubapix, the Scubazoo team (Simon Christopher, Jason Isley, Matthew Oldfield), Stephen Wong, William Tan, and Wetpixel members Cor Bosman, Julie Edwards, and Mathieu Meur. Events included a “Digital Duo” talk by Tony Wu and Eric Cheng at the Canon Digital Media Hub, and a Celebrate the Sea “Heroes” event where Neville Coleman showed undescribed worms and Ron and Valerie Taylor spoke about sharks. Nemo Travel offered discounted Asia Pacific trip packages extended to Wetpixel members. ([8]) ([9])

ADEX 2007 (BITEC Convention Center, Bangkok)

ADEX moved to Bangkok for the 2007 edition. Drew Wong organized the first Wetpixel ADEX meetup at Admaker Bar on Lang Suan Road, with DivePhotoGuide’s Jason Heller sponsoring the second round of drinks. The show was held at BITEC, a convention center 14 km from Suvarnabhumi Airport. Drew reported on Scubacam Singapore’s booth (sharing with Daniel Keller of Keldan Lights), which showed Seatool housings brought by Kenji Ohmura of Fisheye Japan. Gates displayed prototype FX7 and HC7 housings. The show featured booths from PADI, the Ecotourism Training Center (founded by Reid Ridgway post-tsunami), Christmas Island Tourism Association (newly connected via Silkair flights from Singapore), and eco-resorts like Misool Eco Resort (Andy Miners) and Walea Resort. Seacam’s Harald Hordosch was present. The general consensus was that ADEX was less successful at the BITEC location compared to central Bangkok venues, and the show also faced competition from the Thai Dive Expo (TDEX). ([10]) ([11])

ADEX 2008 (Singapore)

Wetpixel announced a meetup for members at the 2008 ADEX, held April 18—20 in Singapore. The show featured the ADEX Photographer of the Year Competition. Paul NG (paulwhng) covered the show for Wetpixel. ([12])

ADEX 2010 (April 9—11, Suntec Convention Centre, Singapore)

A landmark year: Asian Diver re-acquired ADEX from TMX Productions, bringing the show full circle since Asian Diver had originally started ADEX in 1994. The show was described as “the region’s longest running dive show (turning sweet 16 in 2010).” It drew over 21,000 visitors from around the world with over 100 exhibitors. The 2010 edition was dedicated to shark conservation, featuring speakers including legendary filmmaker Stan Waterman, Shawn Heinrichs, Todd Essick, and Chip Scarlett. Other features included the inaugural “Voice of the Ocean” underwater photography competition and “Best in Class” nominations for dive industry professionals. Exhibitors represented 23 countries, with recent years seeing visitor numbers exceeding 10,200 in previous editions. ([13])

ADEX 2011 (April 22—24, Suntec City Convention Centre, Singapore)

Over 200 exhibitors from 30 countries participated. The conservation theme was turtle conservation. Featured speakers included Brian Skerry (National Geographic), Shawn Heinrichs, Amos Nachoum, Ai Futaki, Leandro Blanco, and Pascal Lecocq. The show featured the second Voice of the Ocean competition. Drew Wong filed the first of his detailed ADEX imaging reports that would continue for nearly a decade, noting 3D as the dominant technology trend, with David Cheung of Scubacam Singapore showing a custom beam splitter 3D rig using Thomson cameras and the Patima 3Diver housing. Exhibitors displayed Seacam and Subal housings for the Nikon D7000, the show’s most desired camera. Berkley White of Backscatter and Todd Essick gave talks. Shawn Heinrichs won best speaker for his “Epic Encounters” presentation on photographing big animals. The first Wetpixel/Scubacam “Apres ADEX” party was held at Tawandang Microbrewery, hosted by David Cheung and Shawn Heinrichs, with about 30 attendees including housing manufacturers (Subal’s Rolf Sempert and Sigrid Stepanek), resort owners, BBC cameramen (Scubazoo), Dan Baldocchi of LMI, and Berkley White. ([14]) ([15]) ([16]) ([17])

ADEX 2012 (April 13—15, Marina Bay Sands, Singapore)

The show celebrated its 18th year at a new venue, Marina Bay Sands Convention Center, and was shortened from 4 days to 3. Shawn Heinrichs, despite injuries from a skiing accident (requiring a back brace, spasm modulator, and wrist cast), delivered a presentation on the manta ray conservation crisis. His “Manta Ray of Hope” campaign with Shark Savers illuminated the gill raker trade, and he won best speaker. Stephen Frink attended ADEX for the first time in its 18-year history, giving talks on shark and wide-angle photography while also representing Seacam as their US distributor. Other speakers included David Doubilet, Amanda Cotton, William Tan, and Leandro Blanco. The Miss Scuba pageant drew the biggest crowds. Wetpixel/Scubacam party held at Nueva Cuba. ([18]) ([19])

ADEX 2013 (April 19—22, Sands Convention Center, Singapore)

Drew Wong covered imaging equipment extensively. Scubacam’s David Cheung displayed the Wetpixel Full Frame website relaunch at his booth. Gates showed a prototype housing for the Sony PMW-F55 Cinealta 4K camera (ceiling-mounted camera tray, 3G-SDI outlet, MSRP US$18,000, shipping July 2013). Amphibico displayed the Rouge housing for Red Scarlet/Epic cameras (first all-electronic housing for Red, MSRP US$12,999) and the Genesis FS700 for the Sony FS700. Nauticam’s NA Rossa was shown with a macro port. David Cheung showed his Cinema II sectional tube housing for the Arri Alexa and Phantom Flex cameras. Fisheye Japan’s Kenji Ohmura brought the new FIX NEO DX lights with LED readouts and removable Li-Poly batteries. Seacam showed first 3D clips shot behind a dome port from the C300 3D housing. The Scubacam/Wetpixel party at Verve Pizza Bar drew over 40 attendees including representatives from Subal, Nauticam (Edward and Jacqueline Lai), Scubazoo, Manta Trust, and Fisheye Japan. ([20]) ([21]) ([22])

ADEX 2014 (April 11—13, Marina Bay Sands, Singapore)

Adam Hanlon reported. Described as “Asia’s largest underwater and diving exhibition.” Scubacam showed a 3D-printed Subal housing prototype for the Black Magic Pocket Camera, Subal’s Nikon D7100 housing, and Nauticam housing for the Sony A7R. The 20,000-lumen Seawolf Orcalight was displayed. Seacam’s Harald Hordosch showed an elegant conversion for the Nikonos RS 13mm lens for cinema cameras. DivePhotoGuide’s Matt Weiss, Christian Vizl, and Lia Barrett attended. Stephen Frink returned. Sea Shepherd had a booth. “The dearth of new camera models from Nikon and Canon has meant that there is little to report on in terms of innovation.” Wetpixel/Scubacam party moved up 20 floors to ME@OUE, overlooking Marina Bay. ([23]) ([24]) ([25])

ADEX 2015 (April 2015, Marina Bay Sands, Singapore)

Drew Wong filed the imaging products report, noting the show had “grown in size from last year’s show” but only 4 booths offered dedicated underwater imaging tools. Scubacam showed Nauticam’s latest Rossa housing (improved ergonomics with indented grip handles), the NA-Z100 housing for the Sony PXW-Z100 4K camcorder (described as having the most complicated control block ever seen), the Atomos Shogun housing attached to a NA-A7II, and a converted Nikon Nikkor R-UW 13mm fisheye for cinema cameras. Inon’s GoPro SD Mount Cage expanded GoPro’s field of view from 93 degrees to 140 degrees with the UFL-G140SD adapter. Scubacam also showed the OrcaLight SeaWolf 2260 (22,000 lumens, interchangeable lens system). Wetpixel/Scubacam party held. ([26]) ([27])

ADEX 2016 (April 2016, Suntec, Singapore)

Approximately 58,000 visitors attended, a new record. The speaker lineup included Alex Mustard, Laurent Ballesta, Kurt Amsler, and Jason Isley. Drew Wong reported on imaging products. Scubacam showed the Gates C300 Mk II housing for the Canon C300 Mk II and the Aquatica A7rII Pro housing. Seacam launched the new Compact housing line starting with the A7II. Nauticam showed housings for the Canon 1D X Mk II (ready before the camera itself shipped) and Nikon D5, the Arri Alexa Mini housing (jointly produced with Hydroflex’s Pete Romano), and the Sony A6300 housing. Nauticam founder Edward Lai spoke on lens design changes. Fantasea showed the FG9X with touch screen capability. Matty Smith showed his “Jawsome 168 port” dome. Show organizer John Thet was expanding the ADEX brand with ADEX Beijing. Wetpixel/Scubacam party held at Saint Ma at Indochine, Suntec City, after the official ADEX Speaker’s Party. ([28]) ([29]) ([30])

ADEX 2017 (April 2017, Singapore)

Attendance grew to over 60,000 visitors. The theme was climate change, with ocean explorer Sylvia Earle presenting. The show saw the return of Subal (CEO Harald Karl) after a multi-year absence, and first-time ADEX exhibitors Aquatica and EasyDive. Drew Wong reported that “the hottest item at ADEX was housings for smart phones, most notably the iPhone,” including the LenzO housing from Valstech (designed by five-time Emmy winner Anthony Lenzo, US$300). Drew noted that Eric Cheng was working with Facebook’s VR division. Imaging products included: Aquatica A6500 housing and new 8-inch glass dome; Nauticam NA-GH5 for the Panasonic GH5, prototype SMC-2 +4.3 close-up lens, and a prototype WWL-1 lens for full-frame cameras; Seacam’s prototype SeaFlash 60 strobe with NiZn battery compatibility; Seatool SVH-KSP360 housing for the Kodak PixPro SP360 (360 VR camera); Isotta housings for D500, E-M5 Mark II, RX100 V, and GoPro Hero 5; Subal housings for FujiFilm X-T2 and Olympus E-M1 Mk II with a new locking mechanism and custom paint jobs including military spec finishes. ADEX announced the “Pixel Expo” underwater imaging subsection. Wetpixel/Scubacam/Sam’s Tours party held at Naughty Nuri’s. ([31]) ([32]) ([33])

ADEX 2018 (April, Suntec Convention Centre, Singapore)

Attendance: 62,079 visitors. Show organizer John Thet had expanded the ADEX brand with shows in Beijing, Shenzhen, and Hong Kong for the Chinese market, which had grown bigger than the Singapore show. Doug Perrine was among the speakers. Over 70 speakers gave talks on topics from ocean conservation to tech diving. Drew Wong noted the show’s visitor count relative to Singapore’s population of 5.8 million was “much more impressive than even DEMA.”

The “Eneloopgate” battery controversy dominated the imaging conversation: Panasonic had released a statement suggesting Eneloop NiMH batteries should not be used in underwater strobes. Seacam’s Harald Hordosch declared the SeaFlash 60 safe with all AA batteries due to its adaptive electronic controller. Inon’s Takuya Tori confirmed all Inon strobes have an off-gas valve. Harald also announced Canon high-speed sync for the Sea Flash 60 — the first non-Canon strobe with this capability. Nauticam showcased the full production WACP (Wide Angle Conversion Port, 0.36x), tested by Alex Mustard and Scubazoo’s Jason Isley, plus the NA-A7RIII housing. Inon launched the Z-330 strobe (upgrade to the Z240), the X2 housing for Canon EOS 80D, and the MPK-HSR1 housing for the Sony DSC-RX0. Scubacam’s David Cheung showed a custom VR360 rig for 6 GoPros. EasyDive, Isotta (GH5, D850, TG5), Weefine, and RecSea also exhibited. Peter Hughes received an ADEX lifetime achievement award. Voice of the Ocean judges included Ernie Brooks, Laurent Ballesta, Doug Perrine, and Marty Snyderman. Wetpixel/Sam’s Tours imaging party held. ([34]) ([35])

ADEX 2019 (April 12—14, Suntec Convention Center, Singapore)

25th anniversary of ADEX Singapore. Drew Wong reported. The highlight was a standing-room-only panel discussion by Tham Luang cave rescue team members recounting the 2018 rescue of 12 teen boys and one adult from a Thai cave system. A “Photo/Video Future Forward” panel compared traditional photography (with Stephen Frink) to VR/360 approaches (Claudia Schmitt of The Jetlagged). Nauticam showed a prototype Underwater Macro Relay Lens system (a more advanced version of the Inon “Bug Eye” relay lens that Eric Cheng had popularized with his Lembeh video), the Atomos Ninja V housing with HDMI 2.0, and demonstrated Peter Mooney explaining the relay system. Seacam’s Harald Hordosch announced forthcoming Nikon Z series mirrorless housing and updates to the SeaFlash 150. Inon’s Takuya Tori showed the X2 housing for Panasonic GX9, a prototype vacuum seal system, a new straight viewfinder for EVFs, and new LED lights. Isotta showed the Z7 housing and their first strobe, the Red 64 (GN22, iTTL compatible). ONE UW debuted the ONE160x strobe. Fantasea showed the Sony A6400 housing. Voice of the Ocean photo of the year went to Wayne Jones’ “Wunderpus on Marbles.” Wetpixel/Sam’s Tours party held at Armoury. ([36])

ADEX 2020 — COVID-19 Disruption

Originally scheduled for April 17—19 at Suntec, Singapore, ADEX 2020 was postponed in February due to the COVID-19 outbreak. New dates of May 29—31 were announced but subsequently deferred again in March when Singapore implemented restrictions on gatherings of 250+ people and closed borders to short-term visitors. ([37]) ([38]) ([39])

In response, organizer Underwater360 launched the “ADEX Pixel Expo” — a digital platform featuring a 12-meter by 2.5-meter LED outdoor display showcasing underwater content, live-streamed speaker talks, and an online Ocean Gallery soliciting the best 2,020 underwater images from photographers worldwide. CEO John Thet described it as “the first exclusive digital platform to represent ‘one industry, one ocean, one community.’” ([40])

ADEX Pixel Virtual Events (2021)

With in-person shows still suspended, ADEX Pixel continued as a virtual platform. In August 2021, Wetpixel and Underwater360 launched the “ADEX Pixel/Wetpixel Masters of Underwater Imaging” discussion series — monthly 21-minute live-streamed conversations hosted by Adam Hanlon. The inaugural guest was Katherine Lu, an American-Taiwanese macro photographer based in Singapore. In December 2021, Adam spoke with cave photography specialist Tom St. George and imaging master William Tan. Sessions were broadcast via the ADEX Facebook page. ([41]) ([42])

ADEX 2023 (March 31 — April 2, Sands Convention Centre, Singapore)

ADEX returned to in-person events, featuring the Ocean Gallery — billed as “the world’s largest digital photo gallery” with 3,000 images displayed on a giant LED screen. The show solicited submissions from underwater photographers worldwide. ([43])

The Wetpixel/Scubacam Party Tradition

A defining feature of ADEX for the underwater imaging community was the annual Wetpixel party, co-hosted with Scubacam Singapore (David Cheung) from 2007 onward, and later with Sam’s Tours (from 2017). The tradition began with Drew Wong organizing a Wetpixel meetup at Admaker Bar in Bangkok in 2007, with the first round on Wetpixel’s credit card. ([44])

The parties grew from casual meetups to signature events of the show, drawing 30—40+ attendees including housing manufacturer representatives, resort owners, dive industry professionals, and underwater photographers. Venues rotated annually: Tawandang Microbrewery (2011), Nueva Cuba (2012), Verve Pizza Bar (2013), ME@OUE rooftop (2014), Saint Ma at Indochine (2016), Naughty Nuri’s (2017), and Armoury (2019). The parties were famous for running until the early morning hours. As Drew Wong put it: “What happens in Singapore at ADEX…is reported on Wetpixel!” ([45]) ([46]) ([47])

Key People

Significance

ADEX functions as the Asian counterpart to the DEMA Show and Boot Dusseldorf, providing:

The show grew from drawing around 10,000 visitors in the mid-2000s to over 62,000 by 2018, and expanded from a single Singapore event to satellite shows across China. By 2016, Drew Wong noted that ADEX’s attendance relative to Singapore’s small population was “much more impressive than even DEMA.” ([51])

Attendance History

YearVisitorsNotes
Pre-2010~10,200”Recent years” as reported in 2010
201021,000+First year under Asian Diver’s re-acquired ownership
2016~58,000New record at the time
201760,000+Climate change theme with Sylvia Earle
201862,079Highest reported attendance

References

Sources

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