In this article, we’ll explore Fujifilm’s long and rich history as one of the most innovative companies in Japanese history.
I’ve been a Fujifilm photographer for over a decade, almost since the start of the X Series.
Meanwhile, the Japanese company is celebrating its 90th year in the photographic industry – it began business in 1934!
Over the years, Fujifilm has evolved to introduce critical technologies that advanced photography and associated processes.
As a result, all photographic companies today owe thanks to Fujifilm for their contribution to this industry.
In recent years, Fujifilm entered into the digital mirrorless camera world with the unique and innovative X Series of cameras and lenses.
Few know the true extent of Fujifilm’s story or how the company survived the death of the analog film industry.
It’s also important to recognize and celebrate how Fuji’s historical achievements and learnings influence today’s photographic freedoms.
How does 90 years of business influence the current generation of Fujifilm X and GFX cameras and lenses? Let’s dive in!
In The Beginning
In the beginning (1934, to be more specific), Fuji Photo Film Co. Ltd. was established as a spin-off from its parent company, Dainippon Celluloid Co. Ltd.
The Japanese government of the time wished to create a local photographic film manufacturing industry.
Fuji Photo Film Co. Ltd. established its base of operations and built film manufacturing facilities in the Kanagawa Prefecture, which is not far from Tokyo.
Once established, the company commenced production of photographic film, dry plates, print paper, and photosensitive materials.
In summary, Fujifilm started on the path to becoming one of the leading film, optics, and camera developers of the last century.
That first step into photography shaped Fujifilm’s future as a global player in chemical processes, engineering, optics, biotechnology, and medical imaging.
Fujifilm – Film Manufacturer
It’s well known that Fujifilm film stock is still in production; however, its humble beginnings date back to almost 90 years ago.
Throughout the first decade of Fuji Photo Film Co. Ltd’s operations, the company primarily developed positive film for photographic applications.
It included cinematic and specialist films such as those required for early X-ray machines.
Before this, the only way to obtain such film was to import it from the United States and Europe.
The growing demand for these products spurred Fuji to build additional manufacturing, raw material processing, and research facilities.
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Fujifilm prospered as a lead developer of color reversal slides and color negative print films throughout the early years.
The booming consumer and professional demand for film grew exponentially as more and more people took up photography.
A defining moment in the company’s history occurred in 1952 with the release of the medium-format, black-and-white Neopan SS roll film.
The company’s popularity grew with the release of the first 35mm color film, Fuji Color N60, in 1961. It was soon followed by the Fuji Color N64 in 1963.
That range also extended to the Fujifilm Neopan black and white negative film.
In the early ’70s, Fujifilm continued its competitive release of impressive and technologically advanced film stock.
During that period, it released the fine-grain color negative film Fuijicolor F-II and the highest sensitivity color film Fujicolor F-II 400.
During the mid-80s, the company released the QuickSnap as the world’s first one-time-use film camera.
Fujifilm has had great success with disposable camera products and continues to manufacture them to this day.
Aside from its progression and success in other markets, Fuji remained committed to photography and, in 1990, brought to the world one of the most vivid film stocks ever.
Fujchrome Velvia for film slides delivered exceptional color reproduction with vivid, eye-popping vibrancy.
Another critical milestone that we continue to benefit from today was the release of the INSTAX mini 10.
The INSTAX camera held a cartridge of business-card-sized, self-processing film sheets.
INSTAX cameras and printers are still incredibly popular, and the company continues to refresh and upgrade the range to include digital/film hybrid cameras, printers, and more.
(Spoiler alert: Fuji Instax models continue to dominate our list of the best instant cameras on the market.)
The company also continues to develop analog film stock, one of the most recent being the Neopan Acros II black-and-white film, which arrived in 2018.
That said, all good things must come to an end – and they did in the 1990s.
As the evolution of digital photography sparked an exponential growth in that field, the demand for analog film rapidly declined.
Fujifilm had to act fast to protect its considerable growth and operational footprint gained during the film years.
It had to innovate to survive.
Fujifilm Innovates To Survive
With a clear focus on the research, development, and manufacture of film products, Fujifilm quickly looked to other opportunities to expand.
Over the coming decades, they built what can only be described as an empire!
1940s
With a keen drive to be a world leader in photographic services, the next step was obvious.
Thanks to Fujifilm’s success and innovation, as well as the growing demand in consumer and professional markets, the company established an optical glass manufacturing facility in 1940.
The factory in Odawara developed optical-quality glass for camera lenses and other optical devices.
The original Fujinon lens brand dates back to this period and is still used by the company to identify its lenses in the X and GFX series.
After World War II, the Japanese economy and global reputation were in tatters.
Fujifilm continued to forge new business directions by researching color film manufacturing and processing.
In 1948, Fujifilm created the company’s first medium format color film – Fuji Colour Film.
The new products and associated technologies led the company to develop color motion picture films, which were used to capture Japan’s first color cinematic release.
The company also continued its research and development in optical engineering and launched its first medium-format film camera, the Fujica Six IA, in 1948.
1950s
During the 1950s, Fujifilm continued to innovate and expand into international markets by setting up offices in South and North America.
The company also developed Japan’s first home-grown electronic computer to aid in the precision engineering of optical lenses.
The FUJIC computer served government organizations and universities across Japan.
1960s
The 1960s saw Fujifilm broaden its horizons with more significant research and development into photographic technologies.
The company joined forces with the UK-based Rank Xerox Limited to create the Fuji Xerox company and release the first domestically manufactured plain paper copier.
You can thank Fujifilm for all those frustrating paper jams that nearly ruined your working day!
From there, it expanded its operations by creating additional research and manufacturing facilities in Japan and abroad.
1970s
In the early 1970s, it drew on its knowledge of photography, film, and optics to develop compact 35mm film cameras, including the Fujica GP. It later released the ST Series of single-lens reflex (SLR) cameras.
Aside from photographic products, Fujifilm’s expanded markets saw the ongoing development of business and medical machines.
The growing demand for advanced medical and business machinery allowed Fuji to continue its innovation and market-leading stance.
1980s-2000
With the dawn of the digital photography age, Fujifilm’s core business – manufacturing film – all but ceased to exist.
As the turn of the century approached, the company had to act fast to pivot, restructure, and innovate to survive.
Before developing the X and GFX series cameras and the first consumer-ready digital camera, Fujifilm developed a range of exceptional Fujica film cameras.
The culmination of the company’s groundbreaking film development and optical glass manufacturing resulted in high-quality film cameras suited to professional and novice photographers.
Fujifilm took the opportunity to develop the world’s first consumer-level digital photography camera.
In 1998, it released the FUJIX DS-1P, with a 4oo kilopixle (o.4MP) CCD image sensor and memory card storage.
The FUJIX paved the way for the digital photography we value, demand, and enjoy today.
Fuji later released the first FinePix digital camera, the FinePix 700, a digital photography camera with a 1/2″ CCD image sensor and a fixed 35mm full-frame equivalent lens with an f/3.1-8 aperture.
The FinePix 700 also featured a 2″ LCD for instant image review.
In the same year, Fujifilm launched the first Instax instant film camera, the Instax Mini 10. Yet another innovation that’s just as popular today.
2000s
The Japanese global company evaluated its technological capabilities, manufacturing facilities, and opportunities for continued business and developed a master plan for the future.
Fujifilm began exploring and merging with existing markets, including cosmetics, pharmaceutical processing, healthcare, and document solutions.
The great innovator continues to evolve to meet the global changes, challenges, and dynamic markets.
Fujifilm X And GFX
In 2011, Fujifilm set a new course in its camera and optics to develop a series of digital mirrorless APS-C cameras to compete with brands such as Sony, Nikon, and Canon.
X Series
The first Fujifilm X Series camera was the original X100, released in 2011. It featured a fixed 23mm lens, a compact design, and a 12MP image sensor.
Photographers instantly fell in love with the traditional retro Fujifilm design aesthetics, compact form, and excellent image quality.
The Fujifilm X100 remains a core casual and enthusiast photographer offering, with the series now up to X100 VI.
The following year, Fujifilm proved it wasn’t a one-hit wonder with the release of the Fujifilm X-Pro1.
The rangefinder-style digital mirrorless camera drew praise from photographers at every level thanks to its styling, interchangeable lens X Mount, and the launch of three Fujifilm Fujinon lenses.
Fuji’s decades of optical glass engineering and manufacturing came to the fore with the release of the XF 35mm f/1.4, XF 18mm f/2, and XF 60mm f/2.4 Macro lenses.
Since the launch of the X100 and the X-Pro1, Fujifilm has developed more than 50 X-Series cameras and more than 40 X-mount lenses.
GFX Series
In early 2017, Fujifilm took the photography world by storm when it released a new digital mirrorless camera system—this time with a medium-format image sensor.
The GFX 50S featured a whopping 50Mp image sensor and three companion lenses.
It released the GF 63mm f/2.8, GF 120mm f/4 Macro, and the GF 32-64mm f/4, promising more to follow.
Fujifilm kept and exceeded its promise to enthusiasts and professional photographers, as it now offers over fifteen GF lenses.
Furthermore, they took it up a level with the release of the Fujifilm GFX 100 in mid-2019.
It featured a staggering 102MP image sensor to capture insane image data and resolution levels.
The GFX 100 has continued as Fujifilm’s flagship pro-grade large format camera range, with the most recent release being the GFX 100S II.
What Will Fujifilm Do For Their 100th Birthday?
Fujifilm has undoubtedly made the most of its 90-year history and deserves to celebrate.
The company that humbly began in a Karagawa factory has grown into a global brand supporting more than photography enthusiasts.
Along the way, Fujifilm has made groundbreaking changes to core industries, resulting in global changes and technological evolutions.
What’s most important to note is that Fujifilm is more than just a digital camera brand.
It’s a brand that has survived significant challenges and changes in its core business.
They’ve done so by pivoting every step to cleverly evaluate what they have and know and what the next step must be.
One wonders what’s next when looking specifically at Fujifilm’s continued success with the X Series, GFX Series, and Instax range of products.
Fujifilm turns 100 in 2034 – a business accomplishment not many brands can claim.
I look forward to the next decade and beyond to see how Fujifilm responds to the faster-than-ever pace of changing technologies, industry standards, and consumer expectations.
Happy Birthday, Fujifilm.
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