Fujifilm once struggled to sell cameras. Now, it can't keep up with demand

The X100 was born in 2011 in an attempt to rescue Fujifilm’s professional grade camera division, but its appeal is rooted in nostalgia.

For years, Japan's Fujifilm pivoted away from its legacy camera business to focus on healthcare. But thanks in large part to the TikTok crowd, its retro-themed X100 digital cameras are a now a roaring success, boosting its bottom line.

Fujifilm is struggling to meet demand for the $1,599 camera, prized by young 20-something social media fans for its looks and high-end functions.

The X100V model was so popular that in the fiscal year ended in March, it was the imaging division, which includes cameras, that was the biggest contributor to the company's record high profit - the unit accounted for 37% of operating profit in fiscal 2023, versus 27% the year before.

After it sold out last year, the company increased production in China to double the launch volume for the VI that debuted in March, said Yujiro Igarashi, manager of Fujifilm's professional imaging group. He declined to give details about the production increase, or unit sales.

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"We found that the orders far exceeded our forecast," Igarashi said. "In that sense, I was surprised that although we doubled our preparations, it still came up short."

Founded 90 years ago, Fujifilm competed against film industry leader Kodak for decades before finally overtaking it in sales in 2001. But the triumph proved short-lived, as the film industry soon collapsed and digital cameras became a standard feature in mobile phones.