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Lumix is Panasonic's brand of digital cameras, ranging from pocket point and shoot models to digital SLRs. Many Lumix models are fitted with Leica lenses that have been designed by Leica's German optical engineers and are assembled in Japan, some are rebadged Leica cameras without the branding and with different cosmetic styling. Most Lumix cameras use different releases of the Panasonic Venus Engine for digital image processing; the original version was followed by II, III, IV, HD (2008), and V (2009).In Japan pop singer Ayumi Hamasaki promotes the Lumix cameras with her songs. She announced on May 8, 2007 that Panasonic is releasing a Ayumi Hamasaki x Hello Kitty x Lumix collaboration camera, a Leica FX-30 which sells for ?54600 (about USD$455). Recently, Hamasaki promoted the Lumix FX 40.