Stay Real

Stay Human

With HOA, photography brings back trust. See what's real. Share what's real.

Stay Real

Stay Human

With HOA, photography brings back trust. See what's real. Share what's real.

Stay Real

Stay Human

With HOA, photography brings back trust. See what's real. Share what's real.

When photos could no longer guarantee what's real, we knew something had to bring back trust. That's why HOA was born.

When photos could no longer guarantee what's real, we knew something had to bring back trust. That's why HOA was born.

When photos could no longer guarantee what's real, we knew something had to bring back trust. That's why HOA was born.

HOA stands for “Humans of Authenticity.” To us, the name reflects what we hope HOA can be: a companion that stays with you in a world searching for what’s real.
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Authenticity needs proof — and HOA delivers it. Every photo is certified the instant it’s taken through our next-generation digital notarization. With HOA, what’s real isn’t claimed. It’s verified.
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Every photo taken with HOA belongs to you in the truest sense. It carries proof that you were the one behind the lens. Let HOA make your memories feel more special, more alive — uniquely yours.

How we capture the real

How we capture the real

How we capture
the real

The world reveals beauty in many small, unexpected moments. With only 100 photos and the technology that proves each one is real, we hold onto the natural beauty of everyday life.

0MP

0MP

0MP

0MP

High-Resolution

Memories

Memories

ShootProof

ShootProof

ShootProof

™

™

™

Advanced capturing technology that preserves trust

Advanced capturing technology that preserves trust

Advanced capturing technology

that preserves trust

Eye contact

through the frame

Key Features of HOA-A1

CAMERA

Big Frame

Frame is designed to be a viewfinder. Look through it with both eyes open, and feel the air. You can capture the scene just as you see.

Sensor

SONY 16MP AF

Body

140g

Battery

Standby 8 hours

Mode

General, Signature

PHOTO

Shoot it, Sign it

Turn on signature mode, then your signature is engraved in the corner of every shot. Each photo carries your sign, proving the moment is truly yours.
TECH

Proof of Authenticity

Every photo is authenticated by ShootProof™ and issued its own certificate. Share your moments with certificates, to send a piece of trust. Learn more on the Tech page.
Pre-Order
Pre-Order

Reserve Your Number

HOA A1 First Edition. Only 100.
Arriving December 2026.

Pick Yours

FAQ

FAQ

FAQ

Can I buy the HOA Camera now?

Not yet. The HOA A1 First Edition launches on December 21. Until then, you can reserve your engraved number (001–100) in advance.

What is the Number Reservation?

The HOA A1 First Edition launches on December 21, limited to just 100 units. Each camera is engraved with its own number, from 001 to 100. Number Reservation lets you claim the number you want on a first-come, first-served basis before launch. No payment is required at the time of reservation.

How much is the First Edition?

The retail price is ₩360,000 (KRW).

What does HOA mean?

HOA stands for "Humans of Authenticity".

How do I see my photos?

You view your photos by tapping your smartphone on the back of the camera.

Can I delete a bad photo?

Yes, you have options. If you change your mind right after clicking, you can immediately power off the camera to cancel the shot. For any photo already in your album, it's tricky, but you can request deletion by emailing us at cs@lutracorp.com, especially for any privacy concerns. (Advanced users can also permanently delete photos using the key included in camera warranty.)

Does this camera need to be online?

You can capture without Wi-Fi, but you need to be online to view the photos. This online connection is neccessary to safely authenticate the photos.

Can I buy the HOA Camera now?

Not yet. The HOA A1 First Edition launches on December 21. Until then, you can reserve your engraved number (001–100) in advance.

What is the Number Reservation?

The HOA A1 First Edition launches on December 21, limited to just 100 units. Each camera is engraved with its own number, from 001 to 100. Number Reservation lets you claim the number you want on a first-come, first-served basis before launch. No payment is required at the time of reservation.

How much is the First Edition?

The retail price is ₩360,000 (KRW).

What does HOA mean?

HOA stands for "Humans of Authenticity".

How do I see my photos?

You view your photos by tapping your smartphone on the back of the camera.

Can I delete a bad photo?

Yes, you have options. If you change your mind right after clicking, you can immediately power off the camera to cancel the shot. For any photo already in your album, it's tricky, but you can request deletion by emailing us at cs@lutracorp.com, especially for any privacy concerns. (Advanced users can also permanently delete photos using the key included in camera warranty.)

Does this camera need to be online?

You can capture without Wi-Fi, but you need to be online to view the photos. This online connection is neccessary to safely authenticate the photos.