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COVID-19 has changed how we communicate and decreased our opportunities to interact with each other. The pandemic has made clear the need for enrichment of the heart and mind, the need to foster connections between people. Fujifilm will continue to be a leader in promoting the power of photography to connect hearts and enrich lives.

From instant photo systems that allow users to enjoy printing photos on-the-spot, to high-end digital cameras, we help people experience the power and joy of photography. We will continue to pursue the potential of photography to meet the changing needs of our times. And to develop a photographic and imaging culture that enriches society, we will NEVER STOP innovating cameras and photo products that evoke emotions, capture and record our lives, and give shape to memories.


Since its first release in 1998, the instax instant camera has proven extremely popular, and now it's being embraced by a new generation of young instant camera enthusiasts. No digital image can compare to the ability to hold a "real" print of an image just taken. The experience creates instant memories, brings people together and deepens our connections.

In Japan, instax cameras have affectionately come to be known as "cheki," and they're loved in over 100 countries worldwide.

In response to voices calling for even more instant photography expression, Fujifilm has developed a square format film model, and a hybrid instant camera equipped with a digital imaging sensor and digital image processing technology that allows users to edit their images before printing.

In creating new ways to enjoy the fun of instant photography, Fujifilm will NEVER STOP pushing the boundaries of photographic possibility.

X-series and GFX-series Digital Cameras

Fujifilm developed our first mirrorless digital camera in 2012, the FUJIFILM X-Pro 1, equipped with a proprietary image sensor, image processing engine, and Hybrid Viewfinder.*1 Our first medium-format mirrorless digital camera, the FUJIFILM GFX 50S was released in February 2017, and shipped with an approx. 1.7x medium-format (43.8x32.9mm) FUJIFILM G format image sensor equivalent to a 35mm full-size image sensor.*2 In June 2019, we innovated another mirrorless digital camera FUJIFILM GFX 100, adopting a large format sensor with the world's highest 102 megapixel resolution.*3

We will continue this legacy by continuing to introduce X Series and GFX cameras that pioneer the market for high-end mirrorless digital cameras that push the envelopes of resolution, versatility and mobility.

Camera lovers praise Fujifilm cameras for thier unique color reproduction technologies, their high image quality, and their classic design that enables optimal mobility. But even more, they love our cameras because we place premium importance on making sure our users enjoy their photographic experience and carrying our cameras around with them. We want everyone to enjoy photography and put a little creativity and fun back into their daily lives.

With the relentless advance of digital technologies, we strive to further enhance the beauty and functionality of our X-series and GFX digital cameras. We will NEVER STOP in our quest to increase the enjoyment and satisfaction of professional photographers and photo enthusiasts around the world.

*1 The Hybrid Viewfinder is a unique function of X-series cameras. It enables users to select either optical or electronic viewfinder.
*2 A 36x24mm image sensor, as used on many digital single-lens reflex cameras.
*3 In terms of consumer mirrorless digital cameras by our company’s research on 27th January, 2021.