News Release

October 28, 2020

Fujifilm launches “instax SQUARE SQ1”

-New entry model compatible with popular square format film
-Simple operation for fun photo-shooting experience
-Square format film “RAINBOW” and “MONOCHROME” is also released

Tokyo, October 28, 2020 — FUJIFILM Corporation (President: Kenji Sukeno) is pleased to announce the launch of “instax SQUARE SQ1” (SQ1) on November 6, 2020 in Japan. It will be a new addition to the instax series of instant cameras compatible with square format film, allowing users to enjoy on-the-spot photo printing. SQ1 is an entry model that sought simple design and operability, and delivers a fun square format instax print experience to a broad range of users.

Also accompanying the launch of SQ1 are two square format film. “RAINBOW,” which features various gradations around its frame in different color for each print, and “MONOCHROME,” a monochrome print which users can enjoy artistic photographic expressions. Square format film “RAINBOW” and “MONOCHROME” will be available on November 6, 2020 in Japan.

[Image]instax SQUARE SQ1

The instax series has been affectionately called “Cheki” in Japan since its initial launch in 1998. Now many people, especially the younger generation, embrace it in over 100 countries worldwide including Europe, the Americas, China, and Southeast Asia. Offered in this series are card-sized “mini format” prints, “square format” prints, and double-card-sized “wide format” prints. With differently formatted film options, Fujifilm invites users to have fun with instax in many different ways. The series has gained worldwide popularity for its ability to not only print and keep a precious moment right on the spot but also as a new tool with which users can communicate their emotions.

The SQ1 is compatible with square format film, which have been popular among people in younger generations. Fujifilm pursued a simple and stylish design that enables users to carry the camera around in a variety of situations. Featuring only a shutter button for control, the SQ1 makes photo-shooting easy for everybody: it sports a rounded grip for a comfortable hold based on a box form reminiscent of square format film, and its matte feel is also key to the camera’s ever-attractive design.

The series comes in three colors: Terracotta Orange, a vivid color that could work as an attention-grabbing fashion item; refreshing Glacier Blue; and Chalk White, which can easily blend with any type of style.

Compared with mini format film, known as the typical size of instax film, square format film can cover a wider range and it is suitable for group shots and landscape photos. Furthermore, square format film can capture the subject with the background and atmosphere of the setting, broadening the user’s pallet of photographic expressions. They are well-liked across countries and generations, because by taking advantage of the 1:1 aspect ratio and arranging creative composition, square format film can turn casual scenes into quality photos.

The SQ1 gave special attention to simple operability so that users can enjoy square format photo prints with ease. It automatically senses ambient light when the user powers it up with a turn of the lens barrel and presses the shutter button after readying the camera. It features the “Automatic Exposure” function, optimizing shutter speed and flash output according to the scene. Users can take quality photos ideally exposed to the main subject and background in a variety of situations, ranging from a bright sunny day outdoors to a dark, indoor condition.

Users can also switch to the Selfie Mode and shoot away immediately by turning the lens barrel to power on the camera, and then turning the lens again toward the same direction.

[image]Easy to take selfies and close-ups shots with the Selfie Mode

Fujifilm is also launching cases that feature shoulder straps, useful when carrying the camera around. They will come in three colors matching SQ1’s colors.

[Image]Cases with colorways matching the SQ1’s body (Sold separately)

Fujifilm will continue to expand the world of the “instax” instant photo system that allows people to enjoy on-the-spot photo printing.

1. Product name

(1) Instant camera “instax SQUARE SQ1”
[Image]Instant camera “instax SQUARE SQ1”
(2) Square format film “RAINBOW”
[Image]Square format film “RAINBOW”
(3) Square format film “MONOCHROME”
[Image]Square format film “MONOCHROME”

2. Release date in Japan

(1) Instant camera “instax SQUARE SQ1” (available in three colors): November 6, 2020

(2) Square format film “RAINBOW”: November 6, 2020

(3) Square format film “MONOCHROME”: November 6, 2020

3. Price

Open price for (1), (2), and (3)

  • * The shoulder strap-featuring camera cases is also open price
ii) Selfie Mode for taking selfies and close-ups with ease
Users can activate the Selfie Mode, which is perfect for selfies and close-up shots, by simply giving another turn to the lens barrel after powering up the camera. There’s no need to attach an external close-up lens, which makes it easier to take selfies.
iii) Design features
Fujifilm sought an easy-to-use, ever-attractive and simple design. The SQ1’s rounded grip not only offers a good hold but accentuates the design. The camera comes packaged with a grip attachment: a rubber-made, textured and slip-resistant piece that users can attach to the backside of the SQ1’s grip. Adding this attachment will provide better hold and allow for a more steady photo-shooting experience.
[Image]Design features
(2) Square format film “RAINBOW”
  • Rainbow colored frame, very popular as mini format film, has arrived in square format film.
  • This film can be used with all instax SQUARE series of cameras compatible with the square format film.
  • The frame of this film comes in gradient colors. Users can enjoy a variety of hues, which add an uplifting and cheerful feel to the photos.
  • Each pack contains ten films.
(3) Square format film “MONOCHROME”
  • In response to growing demand from users, Fujifilm introduces Square format film “MONOCHROME”.
  • This film can be used with all instax SQUARE series of cameras that are compatible with square format film.
  • Users can take monochrome photos that deliver a nostalgic atmosphere.
  • Each pack contains ten films.

5. Specifications

(1) instax SQUARE SQ1

FUJIFILM instax SQUARE instant film


2 components, 2 elements,
f = 65.75 mm, 1:12.6


Reverse Galilean finder, 0.4X, with target spot

Shooting Range

0.3 m and beyond (use selfie mode for 0.3 m to 0.5 m)


Programmed electronic shutter
1/2 to 1/400 sec.
Slow synchro for low light

Exposure Control

Automatic, Lv 5.0 to 15.5 (ISO 800)

Film Ejection


Film Developing Time

Approx. 90 seconds (varies depending on the ambient temperature)


Constant firing flash (automatic light adjustment), 
Recycle time: 7.5 seconds or less (when using new batteries), 
Effective flash range: 0.3 to 2.2 m

Power Supply

Two lithium batteries (CR2),
Capacity: approx. 30 instax SQUARE film packs (under FUJIFILM test conditions)

Auto Power Off Time

After 5 minutes


Includes film counter and film pack confirmation window


130.7 mm X 118.6 mm X 57.5 mm


390 g (without batteries, strap, and film)

Package contents

Two lithium batteries (CR2), Hand strap, Grip parts

* The above specifications are subject to change

(2) instax SQUARE film “Rainbow”
Screen size

62 mm X 62 mm

Film Size

86 mm X 72 mm

(3) instax SQUARE film “Monochrome”
Screen size

62 mm X 62 mm

Film Size

86 mm X 72 mm


Media Contact

FUJIFILM Holdings Corporation
Corporate Communications Division
Public Relations Group

Customer Contact

Please contact your nearest Fujifilm office.
Fujifilm subsidiaries and distributors, please access the following URL.

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