Once again Fujifilm has published very positive sales figures as far as their imaging division goes.

• Professional Imaging: Revenue ¥50.1 billion (up 20.9% YoY)
• Digital camera sales grew mainly in Europe, the U.S. and China
• Robust sales of the four models launched last year — X100VI, GFX100S II, X-T50 and X-M5— boosted revenue.

However, things might go worst in 2025, with Fujifilm estimating an overall operating income loss of USD140 million. That’s a 6% loss on their overall estimated income for the fiscal year 2025.

The potential impact on the projected full-year operating income of ¥331.0 billion is estimated to be a negative USD 140 million as a baseline, with a fluctuation range of USD ±100 million, taking into account such measures as reevaluating our supply chain, further reducing costs, and restructuring our product and pricing strategies to minimize the impacts. Potential impacts from future tariff negotiations between the U.S. and other countries, as well as reduced product demand resulting from reciprocal tariff applications, are not included in this estimate due to the difficulty of making a reasonable assessment at this time.

Fujifilm is trying to respond in several ways to the new circumstances, including a “revised” product and pricing strategy. What they mean by that is I guess pretty obvious: increased pricing and delayed product launches (or no more product launches/shipments at all in USA).

For example, I’d not be surprised if the upcoming Fujifilm X Half would not be even sold in USA.

In response to the U.S. tariff policy, the Company will pay close attention to future dynamics and take swift and necessary measures — such as reviewing our supply chain, further reducing expenses, and revising our product and pricing strategies — to minimize any negative impact on the company-wide performance.

Look, Fujifilm as a company will survive this. I am not worried about them.

But I don’t know if all the smaller photography stores will be able to get through this uncertain and tough period. That’s what I worry about.

via Fujifilm here, here and here

23 Fujifilm products have won the Red Dot Design Award 2025.

As far as photography related gear goes, these are the winners:

• Fujifilm GFX100S II
• Fujifilm X-T50
• Fujifilm X-M5
• Fujifilm X100VI
• Fujifilm X100VI Limited Edition
• Fujinon GF500mmF5.6 R LM OIS WR
• Fujinon XF500mmF5.6 R LM OIS WR
• Fujinon XF16-55mmF2.8 R LM WR II
• Fujifilm Instax Mini 99
• Fujifilm Instax WIDE 400
• Fujifilm Instax Mini LiPlay
• Fujifilm Instax Mini Evo 90th Anniversary Special Kit
• Smartphone Printer Instax Mini Link 3

This might cost Fujifilm at least 100K+ USD.

And I am not making this number up randomly.

In fact, RedDot has a public price list on how much licensing fees cost (something between 5K and 12K).

The most “basic” package is the “Winner Package Regular” which costs 4,900 Euro.

But depending on which package you purchase, you can also end up paying 12,800 Euro for a single award. Plus, you can also purchase optional extras that can cost many thousands of Euro on top of it. And then there are also the registration fees that have to be paid upfront.

So let’s assume Fujifilm went for the most basic package, they have spend 112,700 Euro (130,000 USD) to purchase the RedDot Brag Right awards.

And consider that Fujifilm is just one company. Tons of other companies pay lots of money too to “win” these awards. Now you can figure it our yourself how much money these “Award” companies make with these awards.

Press Release

A total of 26 Fujifilm products have won the iF Design Award 2025.

This is a testament on how healthy of a company Fujifilm is. Not because they won the awards, but because they have so much money to waste on these meaningless stuff.

• Fujifilm X100VI
• Fujifilm X100VI – Limited Edition
• Fujifilm X-T50
• Fujifilm X-M5
• Fujifilm GFX100S II
• Fujinon XF16-55ｍｍF2.8 R LM WR II
• Fujinon GF500mmF5.6 R LM OIS WR
• Fujinon XF500mmF5.6 R LM OIS WR
• Film Simulations
• Instax Mini 99
• Instax Wide 400
• Instax Mini LiPlay
• instax mini Link 3
• instax mini Evo™ FUJIFILM 90th Anniversary Special Kit

That’s all as far as photographic equipment goes. Then there are MRI machines, Bronchoscopes and more things. If you want to see the full list go here.

The Fujifilm Q3 Financial Results (October-December 2024) have just been shared.

We can see that Instax makes about twice as much revenue as Fuji’s professional imaging segment. That’s impressive, considering that at the same time the R&D investments for Instax products are significantly smaller than for the X and GFX system.

But also the X and GFX series are doing well, as “brisk sales of digital cameras continued to drive revenue growth” with a 25.6% YoY revenue growth.

Professional Imaging – Revenue ¥58.9 billion (up 25.6% YoY)

• Digital camera sales grew mainly in China. Strong sales of the four models launched last year – X100VI, GFX100S II, X-T50 and X-M5– contributed to higher revenue.
• Development of our filmmaking camera FUJIFILM GFX ETERNA, which features rich, true-to-life visuals through a large format sensor, is underway, with launch planned in 2025

Consumer Imaging – Revenue ¥110.6 billion (up 7.9% YoY)

• Revenue increased driven by steady sales of the instax instant photo systems.
• In addition to the instax mini 12, strong sales of new high-value added products, including the instar WIDE 400 wide format camera launched in July and Link 3, contributed to higher revenue.
• The instax WIDE Evo, the high-end hybrid instant camera which offers versatile shooting expressions with its most extensive range of effects in the instax series, was launched today (February 6, 2025).

In the Imaging segment, consolidated revenue amounted to ¥426.7 billion (up 15.8% year-over-year). Operating income amounted to ¥115.0 billion (up 29.3% year-over-year). In the consumer imaging business, steady sales of the instax instant photo systems drove revenue higher. In September 2024, we launched the smartphone printer instax mini Link 3, which can print smartphone images on card-sized instax film. Sales grew steadily during the year-end sales season, along with the instant camera line-up. We will continue to expand the world of the instax instant photo system that allows people to enjoy on-the-spot photo printing.

In the professional imaging business, brisk sales of digital cameras continued to drive revenue growth. In November 2024, we launched the FUJIFILM X-M5 mirrorless digital camera, the lightest in the X series. We also announced the development of our first-ever filmmaking camera, the FUJIFILM GFX ETERNA. We will continue to feature outstanding image quality with the large format sensor in the GFX series and the best balance of image quality and size in the X series, providing attractive products for digital camera users and the film industry.

You can access all charts and details at the Fujifilm page here.