News Release

May 16, 2024

Fujifilm Unveils its First Film Simulation Dial in "FUJIFILM X-T50" and Introduces "FUJIFILM GFX100S II", an All-Around Medium Format Camera with Advanced Autofocus for Seamless Shooting

The new lineup features the latest XF zoom lens and GFX series super telephoto prime lens, both highly advanced and compact for all photography needs.

Bangkok, 16 May 2024FUJIFILM is once again making waves in the camera industry with the reveal of four new products from its beloved camera and lens series at the FUJIFILM X Summit Sydney 2024. This includes the long-awaited FUJIFILM X-T50, boasting a cool classic design with an all-new Film Simulation dial while enhancing usability and flexibility. Also joining the lineup is the FUJIFILM GFX100S II, a powerhouse medium format camera tailored for professional productions. Accompanying these cameras are two outstanding lenses: the FUJINON XF16-50mmF2.8-4.8 R LM WR and the FUJINON GF500mmF5.6 R LM OIS WR. With lightweight yet sturdy construction, these products are ready to accompany photographers on any journey, delivering high-quality results across all genres.

FUJIFILM X-T50: Introducing the epitome of cool in cameras! Experience the thrill of cutting-edge features and craft one-of-a-kind color tones with Film Simulation, instantly transforming photos with unique hues

The X-T50 is a compact and lightweight body weighing approximately 438g, and features the back-illuminated 40.2 megapixel "X-Trans™ CMOS 5 HR" sensor, the high-speed image processing engine "X-Processor 5, and a 5-axis, up to 7.0-stop in-body image stabilization function. It is a versatile model that achieves high image quality, high performance and high mobility. Combined with the new standard zoom lens "FUJINON XF16-50mmF2.8-4.8 R LM WR", it can be used for still image shooting in all situations. In addition, for the first time, Film Simulation dial is incorporated on the top plate allowing a user to easily switch between "Film Simulations", a key feature unique to Fujifilm that enables a wide variety of color tones, providing the joy of photography even more.

Product Features

(1) High image quality and performance achieved by high-performance sensor and high-speed image processing engine

  • The fifth generation of the X series is equipped with the back-illuminated 40.2 megapixel X-Trans™ CMOS 5 HR sensor. The latest image processing algorithm delivers high resolution while maintaining a high signal-to-noise ratio.

  • The improved pixel structure allows more light to be captured efficiently, ISO 125 is adopted as the normal sensitivity, which was previously used as the extended sensitivity for cameras. In addition, the electronic shutter can be set to a shutter speed of 1/180000 sec. at the fastest, achieving highly precise control of exposure time. Shooting with a large aperture lens at wide open aperture can be performed in a wide range of scenes.

  • Equipped with an AI-based subject detection AF developed using deep learning technology. The camera now can detect animals, birds, cars, motorcycles, bicycles, airplanes, trains, insects, and drones. In addition, the camera is equipped with an AF prediction algorithm that is more advanced than that of previous models. This enables more comfortable shooting of a wide range of subjects, including fast-moving cars and animals.

  • There are total of 20 "Film Simulation" modes available for X-T50 including "REALA ACE," which combines faithful color reproduction and crisp tonal gradations. You can enjoy a wide variety of color expression as if you were selecting a photographic film according to the subject or scene.

  • The high pixel count of approximately 40.2 megapixels is utilized by the digital teleconverter function Images can be magnified 1.4x and 2x.

(2) Enhanced functions to further expand the shooting range

  • The camera is also equipped with a 5-axis in-body image stabilization function with a maximum of 7.0 stops. While maintaining the mobility that has been a feature of previous models, it enables comfortable hand-held shooting even in dark scenes such as night scenes, greatly expanding the shooting field.

  • 6.2K/30P video recording is possible. Tracking AF function during video recording is also available for high-quality video recording.

  • The camera can shoot in AUTO mode, which detects the scene and automatically selects the optimal shooting settings, simply by operating the AUTO mode switching lever on the top surface of the body. The camera automatically detects the subject and tracks it while keeping it in focus, making it easier to capture high-quality still images and movies.

(3) Sophisticated product design with the ultimate in functional beauty

  • The round shaped body design is newly adopted. The new grip shape fits comfortably in the hand while maintaining a compact size, resulting in high hold performance.

  • All new "Film Simulation dial" is incorporated on the top plate. Exclusive to the X-T50, this dial allows users to switch between Film Simulation models with intuitive operation according to the subject or scene, creating different color tones in both still and moving images at ease.

  • A pop-up flash integrated with the viewfinder is mounted on the top plate. It automatically controls the amount of light and shows its power in dark scenes and backlit portraits.

  • The new model features the same 1.84 million-dot, tiltable rear LCD monitor as the previous model. In addition, the shape of the grip and the layout of the buttons on the back of the camera have been fine-tuned to allow for more comfortable shooting of both still and moving images.

FUJIFILM GFX100S II: Introducing the ultimate medium format camera, packed with cutting-edge functionality, all housed within an incredibly compact and lightweight body.


The GFX100S II is equipped with a newly developed 102MP high-speed sensor, the "GFX 102MP CMOS II," and the latest high-speed image processing engine, the "X-Processor 5," all housed within a compact body weighing approximately 883g, making it the lightest in its series. This mirrorless digital camera delivers exceptional image quality effortlessly. The GFX100S II harnesses the power of its large format sensor for rich tonal expression while achieving up to eight-stop five-axis stabilization performance. Boasting fast, precise autofocus and an improved continuous shooting speed of up to 7.0 frames per second, it excels at capturing moving subjects with unprecedented accuracy.

Product Features

(1) Featuring a large format sensor with 102MP, it achieves an extraordinary level of image quality.

  • Equipped with the newly developed 102MP large format sensor "GFX 102MP CMOS II" and the latest high-speed image processing engine "X-Processor 5", the GFX100S II brings out breathtaking resolution. Additionally, it accurately depicts captured scenery down to the finest details through a combination of color reproduction technology nurtured over many years with photo film.

  • Improvement to the pixel structure has boosted the new sensor’s saturated electrons, thereby enabling the use of ISO80 as a standard sensitivity. When the sensor sensitivity is set at ISO80, the camera can capture images at greater dynamic range and lower noise than with the previous model.

  • The new sensor’s micro lenses are improved to increase light use efficiency at the sensor’s edges, thus improving image quality and AF accuracy at the edges over the previous model.

  • The GFX100S II is equipped with a total of 20 "film simulation" modes, including "REALA ACE," which combines faithful color reproduction and well-defined tonal expression, capable of expressing a wide range of colors. You can enjoy a diverse range of color expressions by selecting the appropriate film simulation mode that matches your subject or scene, similar to choosing a photo film.

  • The GFX100S II is equipped with the "Pixel Shift Multi-Shot" feature, which controls the in-body image stabilization function with high precision to shift the image sensor while capturing photos. By performing a 16-shot RAW file capture, shifting the image sensor by 0.5 pixels for each shot, and using the dedicated software "Pixel Shift Combiner" to combine the 16 RAW files, it is possible to generate an image with approximately 400 million pixels. Additionally, in the "Real Color" mode, which captures four RAW files with a one-pixel shift for each shot, it is possible to generate images with a resolution of 102 million pixels while suppressing false colors, in only one-fourth of the shooting time and data volume compared to the previous model.

(2) Powerful IBIS mechanism in a compact body brings the extraordinary depiction

With a meticulously designed IBIS unit and a combination of gyro and acceleration sensors that accurately capture even the slightest movement, along with the use of image information to detect shake and improve correction precision, it achieves up to eight-stop five-axis stabilization performance. You can comfortably capture shots even in low-light scenes without a tripod.

  • While evolving its features, the body size has been kept compact, with a height of approximately 104mm and a depth of approximately 87mm, similar to previous models. The weight has also been reduced further from the previous version, achieving a weight of approximately 883g, making it the lightest among the "GFX series" models equipped with a 102 MP large format sensor.

  • The GFX100S II incorporates the texture "BISHAMON-TEX", which enhances the grip strength at various angles when holding the camera. The synergistic effect with the high-grip shape greatly supports handheld shooting.

(3) Don't miss decisive moments with the evolved high-speed, high-precision AF and continuous shooting performance.

  • In addition to the evolved face and eye AF achieved through algorithm advancements, it is equipped with AI based subject detection AF developed with deep learning technology. It can detect animals, birds, cars, motorcycles, bicycles, airplanes, trains, insects, and drones. With the ability to automatically track the intended subject while maintaining focus, you can focus on capturing the perfect shot and composition. Furthermore, it features an improved AF predictive algorithm compared to previous models, enabling it to handle high-speed motion tracking situations effectively.

  • With the new development of the 102 MP high-speed sensor, "GFX 102MP CMOS II," and the improvement in readout speed along with a newly developed shutter drive, it achieves a continuous shooting performance of 7.0 frames per second. It accurately captures those moments you don't want to miss.

  • Equipped with a high-magnification, high-resolution electronic viewfinder (EVF) with a magnification of 0.84x and 5.76 million dots. It suppresses image distortion and flow caused by shifts in the position of the eye, ensuring excellent visibility when using the viewfinder.

(4) It is equipped with 4K/30P video recording capability, allowing for high-quality video production.

  • Thanks to the new development of the "GFX 102MP CMOS II", the standard ISO100 is available in the video mode to deliver even higher image quality in video footage.

  • It is equipped with a tracking AF function during video recording. When using AF-C + Wide/Tracking AF, you can easily capture the intended subject even in situations where multiple subjects are present by simply touching the subject you want to track.

  • Realize smooth 4K video recording at 30 frames per second. It is capable of recording in 4K/30P 4:2:2 10bit on the camera's internal SD card. Additionally, it is possible to record using Apple ProRes by connecting an external SSD via a USB Type-C cable.

  • It is equipped with "F-Log2," which offers a wide dynamic range of 13+ stops for recording, allowing for increased flexibility in post-production. Additionally, it has the capability to record and output different video formats using different recording media and HDMI output. For example, you can record using "F-log2" on the recording media while simultaneously monitoring video with film simulation on an external monitor, making it suitable for various operations.

  • It supports the Camera to Cloud. This allows you to directly upload video and still image files to, significantly speeding up the workflow from shooting to editing.

FUJINON XF16-50mmF2.8-4.8 R LM WR: The versatile lens covers a wide shooting range (15-50 mm) and features a compact design, making it ideal for various shooting scenarios

The FUJINON XF16-50mmF2.8-4.8 R LM WR is a standard zoom lens that joins the extensive lineup of interchangeable XF lenses designed for the X Series of mirrorless digital cameras. With a focal length range from wide-angle 16mm to medium telephoto 50mm, it caters to various applications including landscape, portraits, and macro photography. Compatible with X-Trans™ CMOS 5 HR sensor throughout the zoom range, it maintains image quality consistently. Weighing approximately 240g, it's the lightest among XF zoom lenses. It features high-speed, precise autofocus, and a weather-resistant, -10°C low-temperature resistant structure, ensuring versatile use in diverse shooting conditions.

Product Features

(1) Covers a versatile shooting range and enables high-quality photography.

  • Adopting a lens configuration of 9 groups and 11 elements, including 3 aspherical lenses and 3 ED lenses, it suppresses chromatic aberration and maintains high resolution performance throughout the zoom range.

  • Covers a versatile focal length range, from a wide-angle 16mm (equivalent to 24mm in 35mm format) that excels in landscape photography and group photos, to a mid-telephoto 50mm (equivalent to 76mm in 35mm format) that is ideal for portrait photography.

  • Achieves a maximum shooting magnification of 0.3x at the telephoto end (equivalent to a maximum magnification of 0.45x in 35mm format). It allows you to get as close as 24cm in minimum focusing distance throughout the zoom range and as close as 15cm from the front of the lens to the subject.

(2) Reduces the burden of long-time shooting regardless of the scene with its lightweight design.

  • By optimizing the placement of the lens, it achieves a weight of approximately 240g, making it the lightest zoom lens in the XF lens lineup while maintaining high resolution. The lightweight design allows for easy portability and significantly improves the convenience of this versatile standard zoom lens.

  • The constant length design, where the lens does not extend during zooming, provides a more comfortable zoom operation for your enjoyment.

(3) Fast and accurate Auto Focus

  • Adopting the inner focus method, which drives a compact and lightweight group of focus lenses with a linear motor. In addition, the high-speed and high-precision autofocus system, achieved through the miniaturization of the focus lens group, ensures that you capture the decisive moments within approximately 0.015 seconds.

(4) Practical use with weather resistant structure

  • It adopts a weather resistant and low-temperature (-10°C) structure with sealing applied to 13 areas of the lens barrel. You can use it with peace of mind in a wide range of shooting situations, from shooting in environments with light rain or dust, to capturing landscapes in snowy fields or by the seaside.

FUJINON GF500mmF5.6 R LM OIS WR: Elevate your photography to new heights with its powerful telephoto performance.

The GF500mmF5.6 R LM OIS WR is a super telephoto prime lens capable of capturing images up to 500mm, extendable to a maximum focal length of 700mm with a Teleconverter lens. Despite its super telephoto capabilities, it weighs approximately 1,375g, ensuring high mobility. With a powerful image stabilization mechanism offering up to 6.0 stops and high-speed, high-precision autofocus, the GFX series empowers super telephoto photography, perfect for sports, wildlife, and bird photography.

Product Features

(1) The longest telephoto prime lens in the "GF lens" lineup

  • Equipped with a focal length of 500mm (equivalent to 396mm in 35mm format), making it the longest in the history of GF lenses and excelling in sports, wildlife, and bird photography.

  • By combining it with the Fujinon Teleconverter GF1.4X TC WR that expands the lens' focal length, it achieves a maximum focal length equivalent to 700mm (equivalent to 554mm in 35mm format).

  • Adopts a luxurious lens construction of 14 groups and 21 elements, including two Super ED lenses and five ED lenses, effectively suppressing chromatic aberration specific to super telephoto lenses and achieving high resolution performance. It accurately captures the level of detail beyond what the naked eye can see that is unique to super telephoto lenses.

(2) By achieving a combination of lightweight design and toughness, it reduces the burden of long-duration shooting in any scene.

  • Through a redesign of the components and achieving lightweight parts design to the extreme, it has achieved a mass of approximately 1,375g, which overturns the conventional wisdom of large-format telephoto lenses. In addition to the lightweight design of each lens, the optimal arrangement of ED lenses and Super ED lenses minimizes chromatic aberration that is likely to occur with miniaturization, enabling both compact and lightweight construction and high resolution performance.

  • Despite being a telephoto lens that tends to have a larger front element, it achieves a comfortable grip without feeling the weight of the front by optimizing the lens placement. Enjoy comfortable and less burdensome super telephoto photography.

  • It adopts a weather resistant, and -10°C low-temperature resistant structure with sealing at 18 points on the lens barrel. Furthermore, the front element of the lens is coated with fluorine, providing water-repellent and anti-smudge capabilities. It can be used with peace of mind for long-duration shooting in adverse weather conditions.

(3) Powerful 6.0-stop image stabilization performance

  • By improving the sensing accuracy of camera shake and implementing optimal mechanism design, it achieves a powerful 6.0-stop image stabilization mechanism. You can comfortably enjoy handheld shooting in the challenging super telephoto range where camera shake is more likely to occur.

(4) Fast and accurate autofocus with comfortable operation

  • While maintaining high resolution performance, it adopts an inner focus system that incorporates a smaller and lighter focus lens and drives the focus group using a linear motor. This enables a fast and silent autofocus (AF) with a minimum delay of approximately 0.31 seconds. Even in super telephoto shooting where precise focusing is required, it allows you to quickly and accurately capture your subject without missing any decisive moments.

  • The Focus Preset function is featured so that the focus can be shifted to a location pre-defined with the Focus Preset button. This reduces users’ operation workload as they don’t need to re-adjust focus on a targeted subject.

  • The lens also features the Focus Limiter, allowing users to restrict the lens’s AF range. This can effectively shorten AF time when photographing a subject that is five meters away or more.

  • The Focus Control button is placed at the front edge of the lens barrel. Press this button to instantly recall a function you have assigned with the Focus Selector for smooth AF operation.