Fujifilm X and GFX Sales Surge in Q1/2025 — Now Close to “Goldmine” Instax Revenue

The latest Fujifilm financial results are out (Q1/2025 – April to June 2025).

Interestingly, Fujifilm makes an estimate of the impact of U.S. tariffs for each segment, except for the imaging division

  • health care = – 4.0 billion yen
  • electronics = – 1.0 billion yen
  • business innovation = – 1.0 billion yen
  • imaging = no information

A positive mention (strong sales) goes to the Fujifilm X100VI, Fujifilm X-T50, Fujifilm GFX100SII and Fujifilm X-M5 and as far as Fujifilm GFX100RF and X half goes, they just say they “contributed” to the results. In the Instax world sales were strong for instax WIDE 400 and instax WIDE Evo.

Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).

In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.

It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.

In short:

  • Strong demand for instant photo systems and digital cameras drove revenue by 11.2% year-over-year to JPY145.3 billion and operating income surged by 28.4% year-over-year to JPY41.8 billion.
  • In the Consumer Imaging business, consistent demand for instax™ instant photo systems contributed to higher revenue.
  • In the Professional Imaging business, revenue growth was supported by the strong performance of the X Series and GFX Series cameras.

Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.

Fujifilm Announces Financial Results for the First Quarter Ended June 30, 2025

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Viltrox 56mm f/1.2 Pro Images

We already shared the first image of the Viltrox 56mm f/1.2 Pro lens for Fujifilm X mount back in May.

Now additional images (which you can above) have been shared at the Chinese Weibo social media account 相机笔记et here.

Viltrox Fujifilm X mount lenses are sold at Amazon here, BHphoto here and Adorama here.

Fujifilm is offering the excellent Fujinon XF56mm f/1.2 R WR, but it’s not the most affordable lens around, so it’s great to see this Viltrox offering, which by the way comes with an aperture ring :).

Fujifilm Expands Philippine Optics Facility with New Circular Manufacturing Center to Boost Sustainability

Fujinon X-mount factory in Philippines

Back in 2013, Fujifilm opened its first lens manufacturing facility in the Philippines. It originally had the goal to produce 18 million lenses a year by FY2015.

Now Fujifilm Business Innovation is expanding its existing facility in Laguna, Philippines, by adding a new Circular Manufacturing Center. This dedicated section will focus on remanufacturing used multifunction devices, aiming for up to 84% parts reuse. Scheduled to begin operations in August 2026, the project strengthens Fujifilm’s commitment to sustainability and the circular economy in the Asia-Pacific region. Full press release below.

Press Release

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Fujifilm X‑E5: When Specs Lie, Complaining Fails and Even the Sony A7CR Can’t Save the Rant

Originally in this article I highlighted how many reviewers love the Fujifilm X-E5.

It’s such a great looking and well built camera, compact and yet packed with powerful features. A camera that is truly inspirational and “makes you want to shoot pictures“.

It’s sexy, it’s fun, and it comes with features like a film simulation dial, which turned into a favorite feature for some people, who previously didn’t care much about film simulations.

Inspiration… falling in love with photography… that’s what we hear in their reviews.

But you know what?

We are going to ignore all of that good stuff.

We are here to moan. And we’ll do that by focusing on those few specs that are a sheer disappointment and ruin our inner peace.

Let’s start with the lower resolution LCD and the EVF.

Here is what Luca Petralia has to say about it (full video below)

  • LCD, while lower resolution than other cameras, it is actually really good from a color and contrast perspective
  • zero issues using this LCD even under the bright summer sun in Sicily
  • if he had to chose between higher resolution or better usability under the sun, he’d go for the usability under the sun
  • example: he owns the Sony A7CR (which costs twice as much as X-E5), which has a higher resolution screen, but that Sony screen is much much worst under the sun to the point where it is almost unusable. X-E5 screen is better
  • it’s a great LCD when it comes to using it in real word
  • EVF is crisp, contrast is really good and even under difficult circumstances you can see through the viewfinder pretty well
  • the new vintage “classic display” view mode on the EVF may seem like a gimmick, but it cleans up the screen and simplifies the scene

Damn Luca, that was not what we planed.

We wanted to moan.

But hey, we can still moan about the lack of weather sealing, right?

And who can tell us better about how awesome weather sealing is than DPReview, who has tested hundreds of cameras in all possible conditions. They say here:

One luxury I’ve had as a DPReview editor is the opportunity to use many mid-range cameras in absolutely terrible, wet conditions, sometimes with water dripping off them for extended periods. Every single camera I’ve done this to kept working. I’m not suggesting carelessness, or that water will never cause a problem – just that gear may tolerate more than many imagine.

C’mon DPR, that also does not help our case here. We are trying to convince people that no weather sealing is a shame and that at the first water drops rain flows through the camera like water through a pasta strainer. A camera without weather sealing should cost 800 USD max!

Ok, I guess our attempt to moan about the Fujifilm X-E5 was not as successful as we hoped for.

So we are left with a camera that is not just a decent to excellent technical tool, but more importantly a creative enabler. A grab-and-create camera that focuses on experience, fun and inspiration. And that’s quite refreshing in a camera world that is often just battling for best specs on paper.

Fujifilm X-E5 Review Roundup

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