Consumer

One-of-a-kind shots: INSTAX mini 99 & PHOTO SLIDE film

From our first-ever INSTAX mini 10 launched in 1998 to the latest teeny-tiny INSTAX Pal digital camera that turned the instant photo experience upside-down, we continue to pursue the advantages of both analogue and digital technology, maximising the benefits of each.

Today, we celebrate the first INSTAX launch in 2024 and the new addition to our INSTAX analogue product line-up, the INSTAX mini 99. With its classic and stylish matte black finish, this new analogue instant camera maintains the premium look and feel as the INSTAX mini 90 but also brings advanced features that no other analogue camera has seen before.

Be one-of-a-kind with light & colour

The INSTAX mini 99 is a camera for those who are not afraid to experiment. What makes it truly one-of-a-kind is its built-in LED-light feature that enhances your prints with an authentic analogue feel. You can select different colours using the special Colour-Effect Dial. This includes Faded Green, Warm Tone, Light Blue, Soft Magenta, Sepia, and Light Leak. So, right when you take the photos, one of six different colour effects will be reflected in your prints, creating a unique shot every time.

You can also combine these colour effects with other modes, like Brightness Control. This feature offers five distinct levels of brightness: the Light (“L+”) setting indicates the brightest exposure, the “L”, “D”, and “N” settings offer the normal range of brightness, and the Dark (“D-”) setting represents the darkest available brightness level. 

The new camera also comes with an exciting new Manual Vignette Switch. It allows you to easily add an artistic shaded frame around the image, manually controlling the vignette with an easy-to-use switch on the lens housing.

Shooting Modes

Each moment is unique, and this camera takes it into account. With a set of different shooting modes, you can choose the one that perfectly suits the occasion and take shots even in low-light conditions. For instance, Sports Mode increases the shutter speed, so you can grab the perfect shot in action. The Double Exposure Mode lets you combine two images into one, and the Bulb Mode increases the amount of light let in, creating a brightened effect on the print. 

Apart from those, the INSTAX mini 99 offers Landscape, Standard, and Macro Focus modes, easily accessible by adjusting the lens dial. The Landscape mode works great for distant subjects, while the Macro mode is perfect for close-ups and selfies.

Self-timer & Flash Control

With the self-timer feature, you can capture perfect group photos without the need for extra hands to hold the camera, letting everybody be part of a frame. You can choose among the Auto Mode, Fill-in (the flash will always fire regardless of lighting), Red-eye Removal, or turn the flash off, depending on your lighting situation.

Grip & Tripod Mount

The INSTAX mini 99 comes with a precision-milled base grip and a tripod mount that also acts as a grip when attached to the camera. This ensures a comfortable and secure hold on the camera, reducing the chances of shaky shots or accidental drops, especially in the most active shooting situations.

New INSTAX mini film: PHOTO SLIDE

With the launch of the INSTAX mini 99, we are also releasing a new INSTAX mini film, PHOTO SLIDE, that offers a new print design to add to your collection. Inspired by the photo slide used in old slide projectors, it is based on a stylish ivory colour that makes an outstanding photo effect.

Try it out firsthand, experiment with light and colours, and let your small moments feel big… and one-of-a-kind!

27 Fujifilm Products took the iF Design Award 2024

It is our pleasure to share the exciting news that FUJIFILM Holdings Corporation has once again demonstrated its commitment to design excellence by securing a remarkable 27 products at the prestigious iF Design Award 2024. This includes the acclaimed FUJIFILM GFX100 II, a mirrorless digital camera that has been awarded the highest accolade, the Gold Award (iF Gold Award 2024).

Established in 1953, the iF Design Award is a global recognition that places FUJIFILM’s design achievements on a par with other prestigious awards such as the Red Dot Design Award in Germany and the International Design Excellence Awards (IDEA) in the United States.

GFX100 II in a Spotlight

The FUJIFILM GFX100 II stands out as a true marvel among the impressive range. Not only did it win an iF Design Award, but it also received the highest honour, the iF Gold Award 2024, for its 12-megapixel high-speed sensor and state-of-the-art image processing engine.

iF Gold Statement:

“The Fujifilm GFX100II boasts outstanding ergonomics and functionality in a compact form. Its angled surfaces not only enhance the visibility of the sub-LCD but also convey a sense of solid quality. The body is also wrapped in a patented leather-like texture which ensures excellent grip in any scenario, meeting the rigorous demands of professional use. Great, understated design!”

This record-breaking achievement reaffirms our dedication to creating products that not only deliver on functionality and performance, but also showcase exceptional design. Our commitment to the creation of visually appealing products that prioritise portability, operability, ease of use, and comfort has set a new standard in the industry. And we’ll continue to push the boundaries, creating designs that not only impress with their beauty but also enhance the overall user experience.

Stay tuned for more innovations!

Meet New Binoculars In TECHNO-STABI Series

Whether you are spotting a favourite band at a crowdy concert, tracking a ball on a soccer field, or cutting through the waves for a whales’ show – you need smart and durable optics you can rely on. Reliable and just as adventurous as needed. To not worry if it’s suddenly raining or your hands are trembling but seize the moment in every detail. “Could have seen better if the magnification was slightly higher”, “high magnification, yet vibration makes it difficult to see well”, “would be easier if the rain was no longer a threat”… It seems you can never have everything at once. Well, maybe these two newbies in the FUJINON TECHNO-STABI series of binoculars will prove it wrong.

NEW TS16x28WP & TS12x28WP

For five years, our FUJINON TECHNO-STABI binos took the spotlight as a reliable companion both on water and land. The new TS16x28WP and TS12x28WP inherited the whole set of advanced features while bringing more benefits to the table.

Fully Waterproof

Rated IPX7 for protection against water ingress, both models are now fully waterproof and immersible to a depth of 1m for up to 30 minutes. Even in a downpour, they stay dry inside, protecting the delicate optics from rain or accidental water slashes. If you’re into yachting or sailing, these binoculars can immerse to a depth of 1 meter for up to 30 minutes without damage.

Best-In-Class Vibration Correction

Lightweight yet powerful, these durable binoculars feature a magnification of 16x and 12x, respectively. Thanks to the acclaimed TECHNO-STABI high-magnification vibration correction of ±3°, they minimise shaky movements while also compensating for hand trembling or the natural motion of the water.

One more beautiful thing is that you can activate this feature just with a simple switch at the centre of the binoculars and enjoy a rock-steady, sharp image without the need for a tripod.

Capturing Moments

FUJIFILM’s phase-coated prisms correct phase shifts in light waves, delivering a sharper and clearer, high-contrast image. The EBC multi-coating also allows for exceptional light transmission, ensuring excellent low-light performance, so you can get much better overall image quality. To add to that, the precise focusing wheel enables fast, exact adjustment with one finger, for those spontaneous moments. So, whether tracking moving objects or adjusting focus for varying distances, you can quickly tune the focus with minimal effort, capturing the details.

A Longer Battery Life

Thanks to the CR2 lithium battery technology, TS16x28WP and TS12x28WP offer a long battery life for the image stabilisation function, with up to 30 hours of use on one cell. An automatic switch-off function after 10 minutes helps to preserve battery power. This ensures uninterrupted observation, and you don’t need to carry additional tools for frequent battery changes.

Ergonomic Design

The robust, ergonomic, non-slip rubber coating ensures comfortable handling, control, and a secure grip. Protected from environmental factors, these binos are also a good fit for challenging outdoor conditions.

All these features make the new TS16x28WP and TS12x28WP ideal partners in crime for most outdoor pursuits such as festivals, concerts, birds and nature watching, marine leisure, sports, hiking, and many more. Wherever you are, take them with you, and you’ll never miss a thing!

Fujifilm & World Press Photo Foundation: Bringing More Stories To The World

For nine decades, Fujifilm has been a global leader in imaging, not only as a camera and equipment manufacturer but also as a steadfast partner in empowering visual storytelling worldwide. From preserving personal memories to capturing epic events that define global social changes, our commitment to the art of photography embodies a deep belief in the power of an image to speak, connect, and inspire.

Our recently unveiled strategic partnership with the World Press Photo Foundation marked a significant milestone in the world of photojournalism. Headquartered in the Netherlands, the Foundation provides a global platform for photojournalists and documentary photographers to convey authentic stories to a diverse audience through the compelling medium of photography. We are happy to support this mission and sponsor the prestigious World Press Photo Contests as well as devoted expert-led workshops during the Foundation’s global exhibitions.

As a part of this partnership, global winners across the four categories of the contest will get state-of-the-art FUJIFILM GFX System large format cameras and equipment that includes the GFX100II Mirrorless Digital Camera, 2 FUJINON GF interchangeable lenses for the GFX System, and essential accessories such as 2 Li-ion batteries and a dual battery charger.

The regional winners will be announced on April 3, 2024. The names of global winners in all four categories will be unveiled on April 18, 2024. All winning entries will be presented at the World Press Photo exhibitions in more than 80 cities around the world, starting in Amsterdam on April 19, 2024.

“We are excited to establish this strategic partnership, enabling us to contribute to the growth of trustworthy storytelling and global communication through the power of photography,”

Masato Yamamoto, Director, Executive Vice President, General Manager of Imaging Solutions Division, FUJIFILM Corporation.

“We are very pleased to announce this strategic partnership with Fujifilm. They share our mission to support the photographic community who bring important stories and images to the world. This strategic partnership will help us reach more people, improve our exhibitions, and directly support the news and documentary photography community,”

Joumana El Zein Khoury, executive director of World Press Photo Foundation.

This collaboration builds upon Fujifilm’s legacy in photojournalism, with past winners such as Yasuyoshi Chiba and Antonio Faccilongo utilizing Fujifilm equipment to create award-winning works.

2020 World Press Photo of the Year Award「Straight Voice」
Yasuyoshi Chiba | FUJIFILM X-H1
2021 World Press Photo Story of the Year Award「Habibi」
Antonio Faccilongo | FUJIFILM X-T1

As the World Press Photo Contest 2024 unfolds, the stage is set for a new shift in visual storytelling, and we are looking forward to it!

A Decade-Long Love Story: X100 Series & Kevin Mullins

The sixth generation, the FUJIFILM X100VI, has recently caught the attention of a renowned documentary wedding and family photographer Kevin Mullins. Having used every X100 camera for over a decade, Kevin shares his insights into the evolution of this iconic series and the remarkable features that make the X100VI a game-changer for photographers of all genres.

The FinePix X100: How It Started

At a trade show in Germany, Kevin Mullins recalls his first encounter with the X100 series. It was the compact yet powerful FinePix X100 that caught his eye, leading to a pre-order and an instant connection. The small form factor allowed him to fit seamlessly into the environment of the wedding and to capture intimate moments without being intrusive. This was the beginning of a transformative journey. He moved from bulky DSLRs to a camera that not only delivered exceptional images but also improved the overall photography experience.

“The FUJIFILM X100VI is just fun to pick up, use, and experience…”

Kevin highlights the consistent emphasis on look and feel throughout the development of the X100 series. The aesthetic design has been a constant, contributing to the overall enjoyment and passion photographers derive from their tools. Kevin believes that having equipment you enjoy using is an integral part of the creative process, and the X100VI continues this tradition of functional and beautiful design.

X100VI
X100VI

“When working weddings, I will use the X100VI hand in hand with an X-T5 or other X Series body – it’s all manageable for me,

Kevin Mullins.

The FUJIFILM X100VI is a camera that makes the creative process enjoyable, and Kevin encapsulates this perfectly. The X100VI has fun qualities in addition to its technical prowess. The appeal of the camera lies in its seamless integration into the photographer’s workflow, allowing the creative process to be pure and pleasurable without any unnecessary complications.

The X100VI introduces a number of upgrades, but Kevin is particularly excited about the 40.2-megapixel X-Trans CMOS 5 HR sensor and the inclusion of up to six stops of IBIS. The increase in megapixels will allow photographers to get closer to their subjects while maintaining exceptional image quality. In Kevin’s view, the X100VI is not just a professional-standard camera. It is a compact powerhouse that is accessible to everyday users.

“(…) the X100VI is a real opportunity. They’re getting incredible image quality and cohesion thanks to the fixed lens – all in a camera they can pop into a pocket. Street photographers, commercial photographers, landscape photographers – the millions of people with those shared needs – should be paying attention to the X100VI,

Kevin Mullins.

Check here for more Kevin’s insights about the FUJIFILM X100VI.

Kevin Mullins

A documentary wedding photographer based in Malmesburry, Wiltshire, UK. He captures weddings across the UK, Europe and overseas. Apart of weddings, you can find him running workshops, mentoring, and presenting his work across the globe. You may be interested in Kevin’s personal monochrome project and his education offerings.

Fujifilm HYPER-CLARITY: A Birder’s Best Companion

The first principle of birding: spot the bird first, then point your optics at it.
The second principle of birding: make sure your optics play on your side. And here we talk not only about a camera but the right binoculars to use in conjunction. Birdwatching does not necessarily mean bird photography. However, even when it does, a good pair of binos can be an invaluable companion for all birders, hardcore or not.

Do you use binoculars in conjunction with your camera?

If you have not tried it, have a go. We suspect you would be surprised by how nicer an image may be compared to looking just through a camera. Binoculars help you see subjects more closely and in greater detail, and identify their behavior patterns as well as potential photography opportunities without wasting time setting up your camera for every distant subject. You can focus on specific details, adjust your perspective, and frame the shot exactly as you desire, ensuring a better-composed image. Choosing the right binos in this case can make all the difference.

Fujifilm HYPER-CLARITY series of binoculars is an excellent choice for those who don’t want to miss a thing while observing wildlife. They feature the sophisticated optical technology that Fujifilm has developed over the years in its professional binoculars business.

Hyper-Clear Field of View

The HYPER-CLARITY series is perfectly optimised for wildlife and nature observation, providing a bright and clear field of view. Due to our unique SUPER EBC FUJINON multi-coating on all light-transmitting surfaces, including the lens elements and prisms, these binos provide superb light transmission. This means improved brightness and a sharper, clearer, more detailed view, even in challenging lighting conditions. This is particularly beneficial in low-light situations, such as early morning or late evening birdwatching or observing wildlife in shaded areas.

The ED lens elements effectively control the chromatic aberration and prism coating for superior image resolution as well as contrast. This also allows for a much brighter field of view, more accurate colours and a reduction of visual distortions.

Magnification & Usability

The higher the magnification, the harder it is to find and track the bird. Let’s be honest, with a big zoom and little details moving unexpectedly, the world may seem too quick and shaky. In this case, you can certainly get binoculars on a bird faster than with a DSLR and a long lens. Offering 8x or 10x magnification, HYPER-CLARITY binos strike a balance between magnifying power and optimal usability. A slip-resistant elastomeric material and ergonomically engineered easy-grip body shape allow for excellent stability when held in your hand. And with the objective lens diameter of 42mm, they are still quite lightweight to carry around and easy to handle. 

Performance in Adverse Weather Conditions

With the water- and fog-proof structure, HYPER-CLARITY binoculars ensure durability and an enhanced user experience even in challenging outdoor conditions, such as rain or high humidity, without compromising their performance. A water-repellent coating applied to both objective lenses and eyepieces helps repel water droplets, preventing them from obstructing the view and compromising image quality. The robust magnesium-alloy body also adds durability and ensures that binoculars can withstand rough handling, accidental drops, and minor impacts, making them suitable for outdoor adventures and long-term use.

More beauty to it, these binos offer long eye relief for those who wear glasses, providing a comfortable viewing experience and minimising peripheral distortion. Longer eye relief allows you to maintain a proper distance between your eyes and eyepieces and ensures that even with glasses, you can see the full field of view without having to press your glasses against the eyepieces.

Maybe the right pair of binoculars doesn’t make you a better birdwatcher, but striking a balance of visibility, comfort, and image quality, it gives you all the opportunities to become one.