instax: the instant photograph creates a new culture in the age of social media

Right now, young people around the world have embraced a particular high-tech but easy-to-use device as a creative tool for self-expression: instax! In 2015, Fujifilm sold over 5 million units of the instant camera, and its mark continues to grow.

Which is not to say that instax was never affected by the digital age. In the 21st century, sales dropped, putting the existence of the product in danger. Yet 10 years after the introduction of instax, Fujifilm gave the camera reboot under a radically new concept, and sales rebounded almost in a miraculous fashion. Here’s how it all happened!