Fujifilm's lens-fitted film camera 'Utsurundesu' marks its 40th anniversary, with the analog photography experience regaining popularity, especially among young people. The first model was released on July 1, 1986, priced at 1,380 yen, and cumulative sales have exceeded 1.7 billion units. Sales peaked around 1997 but declined with the spread of digital cameras and mobile phones. However, popularity has resurged since the late 2010s. At Don Quijote stores, sales have been climbing since the pandemic, and Loft experienced temporary stock shortages. Starting in August, Fujifilm will launch its first new products in 20 years: a waterproof model priced around 4,480 yen and a black-and-white film model priced around 4,300 yen.
FUJIFILM Holdings CorpResurging popularity of Utsurundesu disposable camera, with sales climbing and new models launching, indicating strong end-customer demand for Fujifilm's product.