Soft matter is a subfield of condensed matter comprising a variety of physical states that are easily deformed by thermal stresses or thermal fluctuations. They include liquids, colloids, polymers, foams, gels, granular materials, and a number of biological materials. These materials share an important common feature in that predominant physical behaviours occur at an energy scale comparable with room temperature thermal energy. At these temperatures, quantum aspects are generally unimportant. From visualization of soft matter using microscopic methods (X-ray, confocal laser, and optical imaging), we improve our understanding of the physics of soft matter and apply the knowledge to the development of new advanced materials. In this talk, we review recent research trends in synchrotron-based in-situ analysis of soft matter. In particular, in-situ real-time X-ray imaging is very powerful in soft matter research. We work with research groups from Pohang Light Source (PLS) in Korea. Synchrotron-based high-resolution X-ray nano-imaging at the 7C beam line is a representative example.