Instant film is becoming so popular that Instax is upping production (again) after record-high sales, marking a 70 percent growth over five years
Fujifilm is increasing Instax film production again, rolling out enhancements to a factory in Japan, expected to be fully operational by 2028
Analog photography has experienced a resurgence in recent years, including the popularity of instant film. In response to this trend, Fujifilm is set to increase production of its well-liked Instax film by 70 percent by 2027. Earlier this week, Fujifilm Japan revealed its intention to invest three billion yen at the company's Ashigara Site Kanagawa Factory, which amounts to approximately $18.9 million / £14.2 million / AU$27 million / CA$26.7 million based on current exchange rates.
This investment will support the expansion of production for Instax film. The enhanced production facility is anticipated to begin operations in the spring of 2027 and reach full capacity by the subsequent year. Fujifilm predicts a 20 percent rise in film production compared to the current fiscal year. This announcement isn't the first time Fujifilm has boosted Instax production; their recent investments have resulted in a combined 70 percent increase in film production compared to 2022.
Last year, Fujifilm reported record-high Instax sales for the fifth consecutive year, marking a 100 million unit milestone in cumulative worldwide sales. With the renewed interest in analog film and retro camera technology, Instax brings a similar analog charm without the need to send rolls to a lab for developing – although Fujifilm's disposable film cameras have also seen a rise in recent years.
Fujifilm North America vice president of marketing and consumer products, Ashley Reeder Morgan, stated that for Gen Z digital natives who grew up with smartphone photography and social media, using analog and instant film offers the chance to remain "present in the moment" in contrast to spending a lot of screen time reviewing, posting, editing, and tracking likes and comments.
Morgan also noted that while Instax users were initially predominantly younger generations, in recent years the Instax user group has become more diverse.
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