Fujifilm: 2026 TIME100 Most Influential Companies

In a consumer tech landscape saturated with AI tools, Fujifilm’s Instax cameras look quaint by comparison—and that’s the point. The company’s most recognizable consumer product is surging with the under-30 crowd, who frequently use colorful Instax cameras to capture weddings, concerts, and other moments worth holding on to. Fujifilm has sold more than 100 million Instax cameras and printers worldwide since the line debuted in 1998, and the 92-year-old Tokyo-based company is leaning further into nostalgic hardware with the January launch of its Instax Mini Evo Cinema, a Super 8-style instant camera that shoots both photos and video. “At its core, it really is about that human need for connection, which stands the test of time,” says Ashley Reeder Morgan, vice president of consumer marketing for Fujifilm North America. For all the cultural energy around escaping algorithms, Fujifilm isn’t trying to pit analog against digital. “Instant photography and digital worlds are an ecosystem,” Morgan says. “It’s about how Instax adds to your life, including your digital life.”