Fujifilm Launches Analog Instant Camera “instax SQUARE 2^™”

TOKYO, October 14, 2026 – FUJIFILM Corporation announces the launch of “instax SQUARE 2^™” (SQUARE 2) on October 28, 2026 onwards. It will be a new addition to the instax^™ series of instant cameras compatible with SQUARE format films, allowing users to enjoy on-the-spot photo printing. The SQUARE format film “SOFT HAZE,” characterized by soft light effects and warm color tones, will also be available. It offers a new photographic expression made possible by a newly developed film emulsion.^*1 Also released are a camera case specially designed for the SQUARE 2 with matching color and texture, and an acrylic frame for instax^™ SQUARE format film.

The instax^™ instant photo system is available in three film formats: the card-sized mini format, the SQUARE format, and the WIDE format, which is twice the size of mini format film. Among them, the SQUARE format is characterized by its 1:1 aspect ratio, allowing users to create striking compositions for a wide range of subjects, from portraits to landscapes.
The SQUARE 2 is the successor to the “instax SQUARE SQ1^™” (SQ1), an analog instant camera compatible with SQUARE format film that was launched in 2020. The camera features simple operation: users simply turn the lens barrel to turn on the camera, point the camera at the subject, and press the shutter button to take a picture. While retaining the popular “Automatic Exposure” function and “Selfie Mirror” introduced in the SQ1, the SQUARE 2 features a new “Landscape Mode” in addition to shooting modes that can be selected according to the distance from the subject. Ideal for capturing distant subjects, the new mode allows users to take clearer photos of landscapes, group shots and more.
In addition, the SQUARE 2 features the newly developed “Mood Filter” function, which allows users to instantly change the mood of a photo with a single switch. Users can choose from two filters, “Warm” and “Cool,” according to the shooting scene or their mood of the day. Even everyday moments and familiar scenes can be transformed into photos with a distinctive atmosphere, resulting in expressive and memorable prints.

Fujifilm will continue to expand the world of the instax^™ instant photo system by proposing new ways to enjoy photography through instax^™ prints.

• *1 Refers to the composition and formulation of the photosensitive emulsion layer in photographic film.

• The SQUARE 2 is compatible with square format film, characterized by its 1:1 aspect ratio. The unique composition possibilities offered by the square format allow users to capture not only the subject but also the background and atmosphere of the scene, creating striking photographs.
• The popular “Automatic Exposure” function and “Selfie Mirror” featured in the SQ1 have been retained. The “Automatic Exposure” function automatically adjusts the shutter speed and flash output to suit each scene, ensuring optimal brightness for every shot. For selfies, users can check their composition using the “Selfie Mirror” located next to the lens.
• In addition to the “Standard Mode,” ideal for everyday photography, and the “Close-up Mode,” ideal for close-ups and selfies, the SQUARE 2 features a newly added “Landscape Mode” for capturing distant subjects. With the simple operation of rotating the lens, users can take clear photos of landscapes, group shots, and more.

• The SQUARE 2 features the newly developed “Mood Filter” function, which allows users to change the mood of a photo with a single switch. While retaining the distinctive grain and photographic character unique to analog photography, the function naturally changes the mood of a photo by making use of the light and colors of the scene, resulting in more impressive images.
• Two filters are available: “Warm,” which creates soft and warm tones, and “Cool,” which creates clear and crisp tones. Users can choose either filter according to the scene or their mood of the day.
• When the switch next to the lens is operated, a physical filter is placed in front of the lens. The wide range of expressions created by the “Mood Filter” further enhances the enjoyment of waiting for the print to develop while imagining the unique results that only an instant camera can produce.

• The camera body combines a clean, linear form with large curved surfaces, creating a soft and approachable design. Striped accents applied to the grip and lens add a distinctive touch while enhancing both style and ease of handling.
• The camera is available in three sophisticated colors: Slate Blue, Brick Red, and Misty White. Users can choose a color that suits their fashion and lifestyle.

• Available in three colors to suit different fashions and lifestyles.

“SOFT HAZE” is a new instax^™ film that achieves soft light effects and warm color tones through a newly developed film emulsion. It expands the range of expression available with instax^™ prints, allowing users to enjoy a photographic style that is distinct from conventional instax^™ film.

The soft light effects and warm color tones help create memorable images in a variety of scenes, including portraits, skin tones, sunlit interiors, and travel landscapes. The film produces naturally expressive images with a distinctive analog character that cannot be fully replicated by digital effects.

• Conventional instax^™ film

• SOFT HAZE instax^™ film

With the SQUARE 2, users can enjoy greater freedom of expression by changing the mood of their photos to match how they feel at the moment using the Mood Filter. The message “follow your mood” reflects the appeal of capturing images as they are felt and preserving one’s emotions and view of the world in a personal way. Through online channels, social media and in stores, Fujifilm will communicate the appeal of the SQUARE 2 to as many people as possible.

Since its original launch in 1998, the instax^™ series of instant cameras has embraced trends and evolving technologies with time and expanded its lineup to include not only analog instant cameras, but also hybrid instant cameras using digital technology, smartphone printers and palm-sized digital camera. The instax^™ continues to offer diverse ways to enjoy photography, broadening the user base in more than 100 countries.

• * instax, instax SQUARE SQ1, and instax SQUARE 2 are registered trademarks or trademarks of FUJIFILM Corporation.

• * Please note that the contents including the product availability, specification, prices and contacts in this website are current as of the date of the press announcement and may be subject to change without prior notice.