How popular would Fujifilm be without the X100VI? New rankings from Japan hint compact cameras aren’t the only camera trend to watch

The top three camera makers in Japan have undergone a shift, but a new report raises questions about why. Earlier this year, a tally of the leading camera manufacturers showed Fujifilm pushing Nikon out of the top three, sparking a major industry change. However, a fresh report from Toyo Keizai Inc. offers a different perspective. This new analysis breaks down camera shipments by category, providing a more detailed picture of the market.

When comparing the two industry reports, it becomes apparent that while Fujifilm has risen to the third spot overall, the same cannot be said when focusing solely on mirrorless cameras. In this category, Canon, Sony, and Nikon remain at the top. Canon leads with 2.3 million mirrorless cameras shipped, followed by Sony with 1.8 million, Nikon with 860,000, and finally, Fujifilm with 750,000. Interestingly, Panasonic and OM System also made the list with 270,000 and 120,000 mirrorless cameras, respectively.

The discrepancy between the two reports suggests that it's Fujifilm's compact cameras like the X100VI and X-H1 that have propelled the brand into the top three. However, when considering only mirrorless cameras, Fujifilm still ranks fourth. This indicates that Fujifilm's success in the mirrorless market is significant, with an almost doubling of shipments from 380,000 in 2023 to 750,000 in 2025.

Despite these impressive numbers, Fujifilm still trails Canon in compact camera sales. With 4.5 million cameras sold, Canon led the market with 2.05 million mirrorless cameras and 580,000 DSLRs. This implies that Canon sold approximately 1.87 million cameras that did not fall into either interchangeable lens category.

Sony claims second place among Japan's camera makers, even when looking exclusively at mirrorless numbers. They sold 2.42 million cameras, with 1.8 million being mirrorless and the remaining 620,000 being fixed lens cameras. The breakdown of camera shipments by category further highlights the shrinking DSLR market. Canon sold around 580,000 DSLRs, while Nikon sold 60,000. Pentax, committed to DSLRs, shipped only 10,000 DSLRs, according to the report.

In conclusion, while Fujifilm's compact cameras like the X100VI have played a crucial role in elevating the brand in Japan's camera market, its dominance in the mirrorless segment cannot be overlooked. The fusion of compact camera sales and mirrorless camera shipments underscores Fujifilm's growth, with a notable 410,000 compact cameras shipped in 2025.