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Fujifilm launches the instax SQUARE SQ10
The first hybrid instant camera for the new square format film

The synergy of digital imaging technology and the existing instax system enables greatly improved photographic image quality and image editing / processing before printing

April 19, 2017

FUJIFILM Corporation (President: Kenji Sukeno) is pleased to announce that the company will launch the hybrid instant camera instax SQUARE SQ10 with the new square format film “instax SQUARE Film” on May 19, 2017. The SQ10 is the first hybrid camera within its range equipped with a digital image sensor and digital image processing technology, enabling greatly improved photographic image quality and image editing/processing before printing. This new system takes the image quality of instax to the next level and allows photographers to add a creative and artistic edge to their photography with an intuitive interface designed especially for the SQ10.

[Photo]instax SQUARE SQ10 with the new square format film “instax SQUARE Film”

The enhanced image-capture functions of the SQ10 give this latest addition to the instax range unrivalled levels of control and ease of use. The SQ10 will allow photographers to effortlessly capture a wealth of different scenes with perfect control. The SQ10 uses the newly developed square format film which is popular among people around the world - from the young generation to seasoned photo enthusiasts. The whole experience from shooting with the composition suitable for the “1 to 1” aspect ratio to creating tangible prints using the editing/processing function constitutes the uniqueness of the SQ10 as a hybrid instant camera.

<Highlights of the instax SQUARE SQ10>

1. Improved image quality that transforms the everyday into a work of art
The SQ10 is the first instax camera to be equipped with a digital image sensor and image processing technology. These technologies enhance the camera's ability to take brighter photos in low-light conditions (e.g. indoor and night scenes) and close-up shots from a distance of up to 10 cm with new functions such as automatic exposure control, face recognition, and auto-focus.

2. Creative photographic expression with various image editing features
A dynamic range of photographic expression is made possible by combining three main functions of ten striking filters with different effects, the dramatic vignette control which can adjust the light intensity at the periphery of the image (19 steps), and brightness adjustment (19 steps). Users can either set the functions to be used in advance or after shooting.

3. Easy-to-use and intuitive user interface
The integrated operation dial buttons on the back of the camera and the graphic interface which directly displays the image editing status in the LCD monitor enable the simple and intuitive operability through editing/processing and printing.

Since instax cameras were originally launched in 1998, they have been extremely popular with users all over the world, with cumulative shipment volumes reaching over 25 million units. This has made instax the leader of the world's instant photography market over the past several years.

FUJIFILM is committed to offering new products and services that meet various consumer needs by leveraging innovative technological advancements. The company is also dedicated to enhancing the enjoyment of photography worldwide, and encouraging users to experience the value of shooting, preserving, displaying and gifting photo images that deliver the message of “enrich your life with photographs.”

Main Features

1. “instax SQUARE SQ10”

[1] High photographic image quality driven by a mix of digital imaging technology and the existing instax system
The SQ10 is the first camera in the instax series to be equipped with the newly developed “hybrid instax system” — a digital image sensor and image processing technology integrated with the existing instax system. These technologies enhance the ability of the SQ10 to take brighter photos in low-light conditions (e.g. indoor and night scenes) and close-up shots from a distance of up to 10 cm with new functions such as automatic exposure control, human detection, and auto-focus.

[Photo]Night scene / Close-up shot

[2] Simple operation with LCD monitor, operation dial and buttons on the back of the camera
Three buttons arranged at the top of the operation dial correspond to the main functions — ten different filters, vignette control and brightness adjustment. The results of all operations throughout shooting, editing/processing and printing are displayed on the LCD monitor. This new interface enables photographers to edit and process photos with a simple and intuitive operation. Photographers may also choose to select and edit (e.g. zooming and cropping) the image before printing. This is particularly useful when sharing multiple prints with several people.

[Photo]Back of the camera / Selecting the image / Printing

[3] Various shooting modes and creative image processing functions to fully express the attraction of square format photos
Ten different color filters and saturation, dramatic vignette effects that can adjust the light intensity of the peripheral portion of the image and brightness adjustment enable users to incorporate an artistic aspect into their photography. Filters are an excellent tool that allow users to enhance the saturation or add a vintage feel to the photograph.

The vignette effect is especially suitable for portraits or still life images as it highlights photographic subjects at the center of the photo. The SQ10 also features special shooting modes such as double exposure that can combine two images onto one film by pushing the shutter twice, while the bulb exposure* function is useful for night scenes and light marks.

  • * With the bulb exposure function, the shutter is kept open while the shutter button is pressed. This allows weak light to be captured on film in dark places.
[Photo]Filter (10 effects) / Vignette control (19 steps) / Brightness adjustment (19 steps)

[4] A symmetrical design with dual shutter button
The SQ10 has an iconic design and a thin, round, symmetrical shape for easy holding. It has a dual shutter system with two shutter buttons - one on the right and one on the left. Not only does this offer left-handed people the opportunity to press the shutter with their dominant hand but also work as a function button to switch the shooting mode for right handed people. The lens ring is made with metallic finish and the solid black body has a sense of depth and variety throughout the solid black body.

[Photo]A symmetrical design with dual shutter button

[5] Other features
With the rechargeable battery used in SQ10, you can shoot up to 160 images with one charge. Images taken and edited/processed can be saved in the internal memory (up to about 50) or microSD card slot**.

[Photo]Other features
  • ** Please note that microSD card is sold separately.

Thumbnail images can also be printed as displayed (up to nine thumbnail images can be displayed at any one time).

[Photo]Thumbnail images can also be printed as displayed (up to nine thumbnail images can be displayed at any one time).
2. “instax SQUARE Film”

[1] 1:1 aspect ratio
The square format has been popular with photo enthusiasts for almost a century as an effective format for artistic photographic expression. “instax SQUARE Film” has a “1 to 1” viewing angle with a screen size of 62x62mm, creating every scene artistically regardless of people or landscape.

[2] Excellent color reproduction
The instax series film features excellent color reproducibility, taking full advantage of FUJIFILM's long-standing research on photographic film manufacturing and image design technology.

Main specifications

1. “instax SQUARE SQ10”


Image sensor1/4-in., CMOS with primary color filter
Effective pixels1920 × 1920
Storage mediaBuilt-in memory, microSD / microSDHC memory card
Recording capacityBuilt-in memory: Approx. 50 files
microSD / microSDHC memory card: Approx. 1000 files per 1 gigabyte
File systemCompliant with Design Rule for Camera File System (DCF), Exif Ver.2.3, Compliant with JPEG and PIM
Focal lengthFixed as 28.5 mm (35-mm format equivalent)
Auto focus systemSingle AF (Contrast-detect TTL, equipped with AF illuminator)
Focus range10cm to ∞
Shutter speed1/29500 sec. to 1/2 sec. (Auto), maximum 10 sec. in Bulb mode
SensitivityISO 100 to 1600 (Auto)
Exposure controlProgrammed AE
Metering256-segment through the lens (TTL) metering, Multi metering
White balanceAuto
FlashAuto / Compulsory flash / Suppressed flash / Slow synchro / Red-eye removal Eff ective range: Approx. 50 cm to 8 m
Shooting modeStandard, Double exposure, Bulb mode
Self-timerApprox. 10 sec. / Approx. 2 sec.
Image effect10 Filters, Brightness adjustment (19 steps), Vignette (19 steps)
Playback functionTrimming, Multi image playback


FilmFUJIFILM Instant Film “instax SQUARE” (Purchased separately)
Photo capacity10 prints/pack
Film size86 mm × 72 mm
Image size62 mm × 62 mm
Supported image size 800 × 800 dots
Printing solution12.5 dots/mm (318 dpi, 80 µm dot pitch)
Printing levels 256 levels per color (RGB)
Supported image formatJPEG (Some images saved with a photo editing / processing software may not be displayed or printed.)
Printing timeApprox. 12 seconds
Print timingPrinting shortly after shooting / Printing after selecting image
Printing functionImages on built-in memory / microSD / microSDHC card
ReprintPrintable up to the past 50 prints
(Up to 50 images stored in print history)
Digital zoomUp to 2.4 X in printing (Output pixels: 800 × 800)
Film detectionYes (Automatic ejection when inserted)


LCD monitor3.0-in. (7.6 cm) TFT color LCD monitor
Pixels: Approx. 460k-dots
Input / Output terminalsMicro USB (For charging only)
Charging functionBuilt-in
Printing capacityApprox. 160 prints (From when the battery is charged fully)
* Varies depending on the conditions of use.
Charging timeApprox. 3 to 4 hours (Using 0.5 A USB port)
* Varies depending on air temperature.
Dimension119 mm × 47 mm × 127 mm (W × D × H)
Weight450 g (includes film pack and battery)
  • * Specifications above are subject to change for improvement.

2. “instax SQUARE Film”

[Photo]instax SQUARE  Film
Screen size62mm × 62mm (L × W)
Film size86mm × 72mm (L × W)

Product Images

For inquiries on information in this media release, contact:

Media Contact:
Corporate Communications Div.
TEL: +81-3-6271-2000
Product information:
instax Official Website
instax SQUARE SQ10 Special Website