Fujifilm Financial Results Q3 2025: Imaging Business Keeps Booming – Profit Forecast Revised Upward

Fujifilm has published the financial results for the third quarter of the 2025 fiscal year (the fiscal year 2025 ends in March 31, 2026).

It’s a very positive financial result for the imaging division, with the professional imaging generating in every quarter more revenue in 2025 than it did in the quarters of 2024.

Overall

In the nine months of the fiscal year ending March 2026, revenue increased by 4.4% year-over-year to JPY2,429.7 billion, driven by strong sales in the Healthcare, Electronics, and Imaging businesses, which offset the negative impact of exchange rates. Operating income increased by 11.3% year-over-year to JPY248.5 billion, despite impacts of U.S. tariff policy and rising raw material costs, supported by higher gross profit associated with revenue growth. Net income attributable to FUJIFILM Holdings increased by 6.5% year-over-year to JPY193.4 billion.

Reflecting the strong performance of the Electronics and Imaging businesses, the company has revised its full-year consolidated forecast for the fiscal year ending March 2026 upward, increasing operating income by JPY4.0 billion, and net income attributable to FUJIFILM Holdings by JPY2.5 billion.

[CEO Teiichi Goto says] ““We will maintain this strong growth momentum and aim to achieve record high revenue and profits for the full fiscal year ending March 2026”

Imaging

  • Strong demand for instant photo systems and digital cameras drove revenue by 14.6% year-over-year to JPY194.2 billion, and operating income increased by 12.9% year-over-year to JPY55.1 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.

Factors affecting revenue

Imaging Summary

The Imaging segment, consolidated revenue amounted to ¥485.7 billion (up 13.8% year-over-year).
Operating income amounted to ¥135.5 billion (up 17.8% year-over-year).

The consumer imaging business posted higher revenue, as sales of the instax instant photo systems continued to expand, surpassing cumulative sales of 100 million units. A wide variety of models popular among a broad range of users continue to have a solid growth in sales, including the mainstay models instax mini 12 and instax mini Evo, along with models launched last fiscal year, such as instax WIDE 400, instax Link 3 and instax WIDE Evo. We are also continuing to acquire new users by launching the entry-level instax mini 41 with a classic design in April 2025, and instax mini LiPlay+, which comes with an advanced version of a feature that combines sound and still images in November 2025. Additionally, in December 2025, we announced our plan to expand the production facilities of instax films to meet growing global demand. We will continue to expand the world of instax, enabling people to enjoy instant photo printing and further enhancing the value and joy of photography.

In the professional imaging business, expanded sales of digital cameras contributed to higher revenue. In addition to solid sales of models launched in the previous fiscal year, the growth was driven by new products, such as FUJIFILM GFX100RF, FUJIFILM X-HF1 (“X half”) and FUJIFILM X-E5. In October 2025, we launched the FUJIFILM GFX ETERNA 55 cinema camera, and in November 2025, the FUJIFILM X-T30 III mirrorless digital camera. We will continue to provide attractive products for digital camera users and the film industry by expanding our range of offerings, from the outstanding image quality with large format sensors in the GFX series and the best balance of image quality and size in the X series, to such new concept cameras as the FUJIFILM GFX100RF and X half.

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Viltrox AF 56mmF1.2 Pro and Viltrox AF 35mmF1.7 Firmware Updates

Viltrox has released firmware updated for the Viltrox AF 56mm f/1.2 Pro and Viltrox AF 35mm f/1.7.

Below you can find all the details and download links.

Firmware Details & Download Links

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FujiRumors, 14 Years Later: Where Do We Go From Here?

Back in January 2012, I wrote my very first article here on FujiRumors.

At the time, Fujifilm was a largely unknown system — and this blog was even more so.

But none of that mattered to me. I didn’t care how many people were reading, nor what the future might bring.

What mattered was that, after a long journey through different camera brands, I had finally found a system I truly fell in love with. And I wanted to share that love through a new, dedicated blog: FujiRumors.

For several years, FujiRumors remained a barely read website, kept alive only by my passion and by a small, loyal group of early Fujifilm X shooters — a quiet but deeply committed community.

Back then, Fujifilm was just one of many brands trying to break into the digital camera world. Some strong players entered the market with excellent products (like Samsung), but failed. Others tried radically new approaches (like Lytro), and failed too. Even well-established brands eventually pulled out of the market (like Olympus).

Yet somehow, Fujifilm survived those turbulent years — and eventually didn’t just survive, but grew and thrived.

Now, 14 years later, there are more Fujifilm shooters than ever before. And yet, the warmth, passion and commitment of this community make it still feel like something small and familiar.

And personally, after all these years, I still sit down at the computer with the same spirit as in the beginning: curious about what the future of Fujifilm will bring, and grateful that I can share this journey with all of you.

The only difference is that it’s a bit noisier around the couch now — with two little kids jumping around while I try to get the news and rumors to you 😉 Other than that, I feel just as humble and grateful as I did when I started.

Of course, it hasn’t always been an easy journey. Fujifilm has done many things right — and some things wrong. At times, we disagreed. Sometimes, we even got angry.

But that’s how real journeys work: we explore, we experiment, we succeed, and we stumble.

What matters is that the journey continues — not just of a brand, not just of a system, but of a community of people who care about photography, about tools that inspire creativity, and about the stories we tell with them.

And a final word… and thanks… to:

  •  ❤️ to all our sources, from trusted to new or anonymous ones. Without your guidance I’d be lost in a jungle of fake rumors… and the world of Fujifilm would be just way less fun and entertaining
  •  ❤️ to you, who decide to dedicate some time to read FujiRumors. Thanks for the trust and time you place in me. I will always try to honor that by putting my best into this blog
  •  ❤️ to everybody who dropped me a message, may it be for informing me about a certain news, or to share some constructive criticism or just to have a quick chat about photography and Fujifilm

And where do we go from here?

Well, I can’t promise how long this journey will continue. But I can promise that for as long as it does, I will come to you with respect — for you, for your time, and for your trust — striving to offer not only accurate rumors, but the best possible coverage of the Fujifilm X and GFX world.

And wherever the road leads next, I’m grateful we’re walking it together.

Love you all!

❤️ Follow FujiRumors on Patreon, Facebook, Instagram, RSS-feed, Youtube, Flipboard and Twitter

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This is Why Fujifilm Colors are So Amazing: Turning Color Science into Art

The Power of Fujifilm Colors

The Ramen Chef of Color

I once watched a documentary about a Japanese chef who runs a tiny restaurant on the streets of Tokyo. For decades, he has cooked just one dish: a specific bowl of ramen. Obsessed with perfection, he prepares it again and again, refining every detail, ultimately creating what might be the best ramen on the planet.

In my opinion, Fujifilm approaches color in exactly the same way.

Here are a few examples on what I mean.

The Color Heritage

Until very recently—and perhaps still today, if he hasn’t yet retired—Fujifilm employed a true master who has spent over 50 years crafting and perfecting color. Having begun his career developing Fujifilm’s original film stocks, he later became the visionary responsible for translating that analog soul into the digital film simulations we use today.

His name is Minami-san, and his story is one of lifelong dedication to colors. We told his story here.

There is something deeply reassuring in knowing that the colors coming out of my Fujifilm cameras are shaped by decades of experience, craftsmanship, and dedication.

And this is exactly why Fujifilm’s film simulations aren’t just “cheap filters”—they are a direct continuation of a photographic legacy.

Just marketing talk?

Well, then let’s look at a few practical examples of how this heritage translates into the film simulations we love.

Cheap Filters?

So… film simulations are just cheap filters, right?

Maybe that’s true for brands without Fujifilm’s photographic color heritage. For many camera manufacturers, a “landscape” profile is just a saturation boost, and “black and white” is simply the absence of color.

But for Fujifilm, color is a core pillar of photography—an asset worth immense investment.

Take Nostalgic Negative as an example.

It’s not a random vintage preset, and it’s not even an attempt to copy a single film stock.

Fujifilm’s ambition was much higher: they wanted to recreate the very soul of 1970s color photography — the era of “American New Color”, when photographers were fighting to establish color photography as a serious art form.

To achieve this, Fujifilm didn’t just analyze old negatives. They also studied how film from that era looked when printed on the photographic paper of the time. An entire team was commissioned to research, compare, and distill the essence of an entire movement into a single simulation: Nostalgic Negative.

As part of that process, Fujifilm engineers collected and carefully studied original photobooks by artists such as William Eggleston, Stephen Shore, Joel Sternfeld and Richard Misrach.

That’s how Fujifilm treats color — not as an afterthought, but as a core pillar of photography worth serious investment.

A Small Touch of Brilliance – See With Your Own Eyes

For many brands, black and white is a simple math equation: you just strip the color away. For Fujifilm, it was an opportunity to engineer a masterpiece: ACROS.

One of the most fascinating things about ACROS is that Fujifilm deliberately introduced imperfections.

In a world obsessed with clean, noise-free images, Fujifilm chose to add grain — selectively and intelligently. ACROS uses a sophisticated algorithm that analyzes each image and applies subtle grain structures to certain areas of the image.

For example, if a part of the image is blown out and pure white, ACROS adds a subtle, film-like grain to that area.

You can see it yourself. Here’s an overexposed image I took with my X-E3. And here’s a crop of the blown-out area. You’ll notice that subtle grain that Acros introduced in the blown out area.

As a comparison, here’s ACROS versus MONOCHROME. Monochrome renders the highlight as flat white. ACROS adds texture and character.

It’s these small touches of brilliance that make Fujifilm film simulations so special.

Obsessive Improvements

When Fujifilm introduces a new film simulation, it’s the result of massive investments in time, money, and research.

But what’s even more impressive is that Fujifilm continues to refine what already exists. We’ve seen this over the years with simulations like Velvia, as shown here.

Color is an obsession at Fujifilm. And like the ramen chef perfecting his single dish over a lifetime, Fujifilm continuously revisits and refines its colors in an endless pursuit of perfection. It is precisely this relentless drive for perfection that pushes Fujifilm to immerse itself completely — almost obsessively — in the world of color.

Simplify Your Life

And what do we get from all this color obsession of Fujifilm?

Well, of course JPEG shooters get nice images out of the box.

But also for hardcore RAW shooters, film simulation can be a serious time-saver, as they dramatically reduce editing time.

I experienced this myself after photographing a friend’s wedding, as I described here. Before Fujifilm, color grading would have taken hours. Now, I simply scroll through film simulations in my editing software, pick the one that works best, and within seconds the colors are done.

You can read more about my editing experience here.

Recipes & Fun

Fujifilm doesn’t stop at great default colors. The ability to fine-tune film simulations directly in camera has created an entire ecosystem of film simulation recipes.

Across the web, you’ll find a wealth of resources dedicated to Fujifilm’s legendary color science and recipes. The most famous is Fuji X Weekly, but there’s also fantastic work at Osan-Bilgi, creator of one of the most beloved recipes ever: Classic Cuban Negative.

And then there is of course our massive 145K-strong Fujifilm Film Simulation group, which showcases the creative power of film simulations and recipes every single day.

All Just Marketing Talk?

At this point, some will say this is all just marketing.

And yes — I get it. I’m biased.

So let me remove myself from the equation.

Let me give the floor to someone who couldn’t care less about Fujifilm: the guy behind SonyAlphaRumors.

Here is the story:

I had just returned from a multi-day hike in the Dolomites when I shared this image on Instagram.

Shortly after, the SAR guy contacted me to congratulate me on the shot and stunned by the colors asked how I edited the colors.

My answer surprised him.

I didn’t edit them at all.

I simply used the Astia film simulation. Zero editing. They colors were “born” this way right inside my Fujifilm camera.

When a die-hard shooter from a rival brand asks for your ‘editing secret’ and the answer is ‘none,’ you know it’s not just marketing—it’s the art in the machine.

Conclusion

Fujifilm colors are not an accident, and they are not a gimmick. They are the result of decades of experience, cultural heritage, and an almost obsessive attention to detail.

You don’t have to love them. You don’t even have to use them. But once you understand how much thought, research, and craftsmanship goes into them, it becomes clear that Fujifilm film simulations are something very different from “just filters.”

They are Fujifilm’s way of embedding photographic history directly into the shooting experience — and for many photographers, that makes all the difference.

The Danger Zone

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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 ;).

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The Fujifilm X Summit Announcement Strategy – No New Products Until March?

Fujifilm has just released its traditional New Year Greetings video.

And notably, there was no announcement of any upcoming X Summit.

So… does this mean we shouldn’t expect an X Summit anytime soon?

Not necessarily.

In the past, Fujifilm has sometimes used its New Year Greetings to announce future X Summits.
For example, in 2023, they revealed an X Summit scheduled for April 2023. As many of you will remember, that event was later canceled.

On the other hand, during the 2025 New Year Greetings, Fujifilm didn’t announce any X Summit at all. Then, on March 6, they suddenly announced an X Summit for March 20 — giving the community just two weeks’ notice.

And that’s probably the key point.

Announcing an X Summit months in advance, building expectations, and then canceling it is a disappointment for the entire community. It creates hype, anticipation — and then frustration.

So it wouldn’t be surprising if Fujifilm increasingly chooses a safer strategy:
announce X Summits only shortly before they actually happen.

Not always — but more often.

It reduces risk, avoids cancellations, and ensures that when an X Summit is announced, it’s almost guaranteed to happen.

In short: just because Fujifilm didn’t announce any X summit today, it does not mean we can’t get one still in the first quarter of 2026.

As we have seen here, Q1 is traditionally the hottest period for camera announcements.

Also, CP+ in Japan starts on February 26. So if Fujifilm is planning any product announcements for CP+, we should see an X Summit teaser by mid-February.

If we don’t, it likely means there won’t be any announcements tied to CP+.

That said, there’s also a recent precedent: last year Fujifilm skipped CP+ announcements entirely and instead unveiled the GFX100RF on March 20 — outside the CP+ noise cycle. Less buzz, less competition for attention, and more visibility and focus on the GFX100RF itself.

Sometimes, silence isn’t absence — it’s strategy.

Let’s hope Fujifilm will make Q1 super exciting also this time.

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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.

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Fujifilm’s Biggest Sales Hits & Misses Since 2017 on FujiRumors – Sales Ranking

I owe you an update.

When the X-E5 was launched I told you that preorders were higher than the ones of X-T5, second only to X100VI.

But I also said that we were still in a period in which orders could be canceled and cameras returned. So the true question is: did the X-E5 hold up to its spectacular pre-orders? Or did many cancel their order?

Well, here is the final data.

But I guess I need to give you context.

  • Timeframe: Initial two-week sales period post-announcement.
  • Accuracy: Final figures only (adjusted to exclude returns).
  • Starting Point: all camera announcements since January 2017

Positive Surprises

We can see the Fujifilm X-E5 did exceptionally well. It sold just one camera less than the X-T5 which puts on the third spot with a nice margin ahead of the X-T3.

The Fujifilm GFX100RF is another positive surprise, narrowly bypassing the previous GFX king, the Fujifilm GFX100S.

The Fujifilm X-M5 finally gave “entry level” a reason to exist, by selling very well compared to ever other X-A, X-M and X-T*** cameras Fujifilm launched in the past.

Negative Surprises

I am shocked to see the Fujifilm X-S20 so low in the ranking. It’s one of the best cameras Fujifilm ever launched. And overall the X-S line seems to struggle, given the poor Fujifilm X-S10 results, too. I guess this makes it officially one of the most underrated Fujifilm cameras ever.

Another shocker is the Fujifilm X-T200, which made zero sales here on FujiRumors.

Reality Check

Of course the ranking below is not representative for the entire market, since FujiRumors readers are generally more interested in higher end gear.

Let’s Rank It

  1. X100VI
  2. X-T5
  3. X-E5 – just one camera less sold than X-T5 and well ahead of X-T3
  4. X-T3
  5. X-T4
  6. X100V
  7. GFX100RF
  8. GFX100S
  9. X100F
  10. X-M5
  11. X-H2
    X-H2S
    X half
  12. X-T50
  13. GFX50R
  14. X-H1
  15. GFX100II
  16. X-Pro3
  17. GFX50S
  18. X-T30
  19. X-S20
  20. X-T30III
  21. GFX100
  22. X-E4
  23. GFX100SII
  24. X-T20
  25. GFX50SII
  26. X-S10
  27. X-E3
  28. X-T100
  29. X-A5
  30. X-T30II

— No sales

This Is the Fujifilm Gear That Dominated Sales in 2025

→ click here to find out top camera, top XF lens and top third party AF lens

There have been many announcements in 2025 and you already voted your most loved and hated gear here.

But one thing is to vote with a push of a button, the other thing is to “vote” using our hard earned money.

For example: did you know that you voted the Fujifilm X half as by far the most hated camera of 2025, but in 2025 it was the 4rd best selling camera on FujiRumors?

So let’s take a look at what the best selling gear in 2025 was.

NOTE: the data is based on FujiRumors affiliate sales at BHphoto.

Top 20 Best Selling Gear in 2025

Conclusions:

The massive success of the Fujifilm X-E5 also pushed the XF23mmF2.8 to the top of the ranking.

We also see a nice “revival” for the XF27mmF2.8 thanks to the X-E5. Remember, the X-E5 was initially available as body-only, so many people didn’t want to wait for the XF23mmF2.8 kit to finally drop and went for the XF27mm pancake instead to get an ultra-compact combo right away.

The X100VI is still selling very strong, even though it is still mostly out of stock in the USA.

In a year that wasn’t really full of joy for the GFX system, the Fujifilm GFX100RF is the only GFX gear to make the ranking, but it did so quite impressively.

Finally, while Viltrox has been the king of third-party autofocus lenses for Fujifilm in the last few years, Sigma is back this year. They claimed the top spot again thanks to the very popular Sigma 17-40mm f/1.8.

Everything Fujifilm Related Announced in 2025 – Except Manual Focus Lenses