Southwest of Yokohama, Japan, Fujifilm has spent the past couple of years expanding its production facilities, pouring billions of yen into its factory as it struggles to meet global demand for its hot product: instant camera film.

In 2025, when consumers can buy a phone with a 200 megapixel camera , instant photography is thriving. An object of nostalgia or novelty, depending on your age, it’s easy to use and convenient; analog photography for hobbyists who don’t want to jump into the deep end of 35mm film.

Fujifilm’s instax is the biggest name in the game. Nearly 30 years after launching the range, in April, instax announced it exceeded 100 million units sold worldwide , with the company reporting record sales four years running.

The camera range has successfully chafed against mo

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