Fujifilm to Unveil Untold Stories & The Future of Fujinon Lenses at “Focus On Glass” Event on March 5

Fujifilm published their traditional New Year Greetings.

You find the full coverage here.

In that video, Fujifilm also announced a dedicated “Focus on Glass” online event, which they introduced by saying:

  • there are many stories that have still to be told within the products that have already been announced
  • there are 40 lenses for X mount now
  • and there are many untold stories
  • Fujifilm wants to create an opportunity to dive deep into the existing lens lineup
  • the event is called “Focus on Glass”. I will take place on March 5 at 1PM GMT
  • presenting philosophy of X mount lenses
  • presenting distinctive features of X mount lenses
  • Fujifilm’s product planing team will participate to share new lens ideas that they want to bring to life in future
  • while none of the ideas are currently under development, the talk will indicate what the future may hold for X mount lenses
  • Fujifilm is considering a webpage in which you can vote for your favorite lens idea
  • Fujifilm is eager to engage with its community and hear our feedback

And since we have an international audience here on FujiRumors, this is when the event will take place:

  • New York – March 5 at 8 AM
  • Berlin – March 5 at 2 PM
  • Tokyo – March 5 at 10 PM
  • Sydney – March 6 at 12 AM

Stay tuned on FujiRumors, where we will live stream the event… it looks like a very interesting event is coming our way ;).

The Best Fujifilm Communities

Fujifilm 2026 New Year Greetings: Big Product Plans, March 5 Event and the Future of X-Mount Lenses

Fujifilm has published its traditional New Year greetings:

  • in 2025 Fujifilm introduced a total of 5 cameras and 3 lenses
  • sensor size varies from 1″ to large format, from everyday carry camera to filmmaking camera
  • 2025 introduced a broader range of produts
  • 2026 marks a special year for all of us
  • 200 years since photograph was invented by Jospeh Nicéphore Niépce
  • many commemorative events are being scheduled
  • Fujifilm, as a photographic company, will bring new products and news to add to the excitement
    – NOTE: if you want to know what’s coming, just bookmark this link and keep following
  • look forward to it
  • GFX Challenge Grant Program updates
  • in the past years, Fujifilm has launched X summit to unveil new products and features
  • but there are many stories to yet fully cover within the products already announced
  • for example, X mount has 40 lenses
  • so, besides X summit, Fujifilm wants to create an opportunity to dive deep into the existing lens lineup
  • Fujiilfm announces a new event called “Focus on Glass”. I will take place on March 5 at 1PM GMT
    – philosophy of X mount lenses
    – distinctive features of X mount lenses
    – new lens ideas that Fujifilm wants to bring to life sometime in the future
  • product team will participate to the event and talk about the products they’d like to bring to life in future
  • some ideas are currently under development
  • the talk will indicate what the future may hold for X mount lenses
  • Fujifilm is considering launching a webpage where you can vote for your favorite lens idea
  • Fujifilm is eager to engage with us and hear our feedback

Personally I can’t think of any better way to celebrate 200 years of photography than launching a few still-centric cameras such as the Fujifilm X-T6 and Fujifilm X-Pro4.

The March 5 event looks very interesting and I am happy they are launching a new type of event beyond the traditional X summit. I will let you know all the details also regarding the lens survey page as soon as avaialble. So just stay tuned on FujiRumors.

The Best Fujifilm Communities

Is Fujifilm Actually Attacking Its Fans? The Truth Behind Those Snarky Replies

Some FR readers recently pointed me toward screenshots circulating on Instagram that allegedly show snarky replies from Fujifilm to fellow Fujifilm shooters.

So let me clarify.

A new Instagram trend is making the rounds where creators post fake screenshots of supposed messages from big brands saying things like “please stop tagging us.” The messages are not real, but they are designed to look authentic at first glance.

While some users understand this as a joke, the format can be misleading. Once shared widely, a large part of the audience can interpret these messages as genuine brand responses (as you can see from the screenshots above). The result is predictable: frustration, anger, and negative comments directed at companies that never actually sent the message.

The real winners in this trend are the creators. Fake brand replies generate outrage, comments, and shares, which translate directly into reach and engagement. Brands, on the other hand, inherit the backlash without any real upside.

To my knowledge, Fujifilm has so far not reacted or engaged on this trend (unlike Canon).

Ignoring the format allows the trend to burn out on its own, without amplifying confusion or unnecessary negativity toward the brand.

Fujifilm Cameras are Overrated and Film Simulations are Just Glorified Instagram Filters – NOTE: Turn on Sarcasm Detector ;)

NOTE: this article belongs to the FujiHumors category, meaning it is a ironical piece. The true goal is to show off the awesome work that fellow Fujifilm X shooter Casey is creating with his Fujifilm X-E5, but by keeping the ironical tone he has in his shorts. And yes, film simulations (and in general Fujifilm colors) are awesome! So much so, that I have become a film simulation dial lover on my X-E5.

I looked it up.

Since this blog started, I have published almost 10,000 articles.

And today I realized something devastating:

Every single one of them is a lie.

So today, on this historic day of redemption, I will finally tell you the truth about Fujifilm cameras.

And the truth is:

  • Fujifilm cameras are overrated
  • Film Simulations are just glorified Instagram filters
  • The truth is Fujifilm files need lots of editing to look half decent

This might come as a shock to you, I know. It certainly was shocking for me.

But I saw some videos that I can’t unsee anymore. And they are the irrefutable proof that I was living a lie all this time.

The videos have been shared by fellow Fujifilm X-E5 shooter Casey Herzog. It clearly shows what a traumatic experience shooting with Fujifilm is.

Just look up the videos yourself below and all his shorts here.

That’s it… with this article, this blog is discontinued. You’ll find me over in the wonderful Canon world now.

The Videos of Truth