Fujifilm Launches Analog Instant Camera instax SQUARE 2, the Entry Model for the SQUARE Format that Evolves with Simple Operation and New Creative Possibilities

Bangkok, 14 October 2026 – FUJIFILM (Thailand) Ltd. announces the launch of instax SQUARE 2 (SQUARE 2) under the follow your mood concept. 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. Released alongside the camera is the SQUARE format film “SOFT HAZE,” characterized by soft light effects and warm color tones. It offers a new photographic expression made possible by a newly developed film emulsion. The SQUARE 2 and SQUARE format film are scheduled to be available in Thailand from 28 October 2026 onwards.

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.

• 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.

• A new photographic expression with warm and soft tones

“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.

• Creating striking images across a wide range of scenes, from portraits to everyday landscapes

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.
 

To celebrate the launch of instax SQUARE 2, Fujifilm invites fans to Liv(f)e in SQUARE, taking place from October 27 to November 1, 2026, at Beacon 3, 1st floor, centralwOrld. The event features immersive photo zones that recreate everyday lifestyle moments such as a board game zone, a cafe zone and a cooking zone, inviting visitors to try the camera’s new Cool and Warm Mood Filters to match each scene. Through the SQUARE format, visitors can capture themselves, their friends, and the surrounding atmosphere in a single frame. A special DIY Photo Keychain Workshop adds to the experience, allowing participants to take three photos and turn their SQUARE prints into personalized keychains—keepsakes of life’s little moments to carry with them every day.

The instax SQUARE 2 will be priced at THB 3,590 and the SQUARE format film “SOFT HAZE” at THB 495. Both will be available from 28 October 2026 through FUJIFILM House of Photography, Fujifilm channels, and official distributors nationwide.

For the latest updates on new instax cameras and products, follow Instax Thailand on Facebook, Instagram @instax_thailand, or Line OA @instaxthailand, and website: https://houseofphotography-th.fujifilm.com/