Fujifilm Once Struggled To Sell Cameras. Now, It Can't Keep Up With Demand

Fujifilm's X100 digital camera, once a niche product, has become an unexpected cash cow, driven by surging demand from young social media users. The retro-styled $1,599 camera has boosted Fujifilm's imaging division to its biggest profit contributor, accounting for 37% of operating profit in fiscal 2023, up from 27% the previous year. Despite doubling production in China for the latest model, Fujifilm struggles to meet demand. The camera's popularity on platforms like TikTok has transformed it into a coveted accessory. The surge marks an unexpected reversal for Fujifilm, which had pivoted towards healthcare after the decline of traditional film photography.

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