The imaging division, which includes cameras, contributed 37% to Fujifilm’s operating profit in fiscal 2023, up from 27% the previous year. Fujifilm has doubled production in China but still hasn’t been able to meet high demand. “Orders have significantly exceeded our estimates,” said Yujiro Igarashi, Fujifilm group chief executive.
Launched in 2011, the X100 revitalized Fujifilm’s camera division thanks to nostalgia from camera enthusiasts. Shotkit founder Marc Condon says this “retro appeal” has made the X100 a “status symbol” among users of TikTok and other social media platforms.
Despite Fujifilm’s success, production problems persist, leading to long lines and inflated prices even for used cameras.
According to media reports, CEO Teiichi Goto hinted that limited supplies were necessary to maintain the camera’s premium price, but such a strategy could push buyers towards rivals like the Canon G7X and Ricoh GR series.
Source: Ferra
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