Fujifilm launches “INSTAX SQUARE SQ40”

TOKYO, June 15, 2023 – FUJIFILM Corporation (President and CEO, Representative Director: Teiichi Goto) announces the launch of “INSTAX SQUARE SQ40” (SQ40) on June 29, 2023. It will be a new addition to the INSTAX series of instant cameras compatible with square format films, allowing users to enjoy on-the-spot photo printing.

The SQ40 is an analog instant camera that sports premium and classical leather-look design, focusing on a texture that fits comfortably in the hand. It runs on plain operations to produce square-format prints with ease.

Released on the same day, the square format film “SUNSET,” characterized by graininess and gradation around the frame of the film, and a camera case specially designed for the SQ40 with matching color and texture.

The INSTAX series has been affectionately called “Cheki” in Japan since its initial launch in 1998. The series has gained popularity for its ability to not only print and preserve a precious moment right on the spot but also as a new tool for users to communicate their emotions. Offered in this series are card-sized “mini format” prints, “square format” prints, and double-card-sized “wide format” prints to expand the range of photographic expressions. 

Square format film can cover a wider range of photographic scenes and is suitable for group shots and landscape photos. It can capture the subject with the background and atmosphere of the scene, expanding the user’s pallet of photographic expressions. They are well-liked across countries and generations, because by taking advantage of the 1:1 aspect ratio and arranging creative composition, square format film can turn casual scenes into the artistic work of photography.

The camera features the “Automatic Exposure” function, which achieves optimum exposure for a given scene by simply turning the lens barrel to turn on the camera, pointing the camera at the subject and pressing the shutter button. Users can also switch to the Selfie Mode for taking selfies and close-ups  by simply rotating the lens barrel to turn the camera on and rotating the barrel again in the same direction. Such simple operations are all that are needed to bring joy to photography. 

Fujifilm will continue to expand the world of the “INSTAX” instant photo system that allows people to enjoy on-the-spot photo printing.

• The black base-tone of the camera body is complemented with a touch of silver and premium-feel leather look material. The classical design would not be affected by trends.
• The surface is finished with a pleasant texture that fits comfortably in users’ hand, and the camera’s design is meticulous in every details.

• This function automatically adjusts the shutter speed and flash output to suit each scene, ensuring that the subject is perfectly exposed in sunny outdoors, poorly-lit indoors, close-ups and selfies.

• Rotate the lens barrel one step to activate the Selfie Mode, ideal for close-ups and selfies.
• Use the Selfie Mirror beside the lens to adjust selfie composition.

The SQ40’s classical and premium design with attention to detail and the “photographic appeal” of the square-format analog instant system are promoted online, on social media and in stores, using the tagline “Capture the True You.” Five creative professionals are featured globally in a 15-second promotional video. The SQ40 is used to capture and present each of the casts’ individuality and vision.

The “INSTAX” series of instant cameras, launched in 1998, marks its 25th anniversary in 2023. Originating from Japan, INSTAX has evolved into a global brand marketed in over 100 countries worldwide. “INSTAX” are enjoyed not only for their ability to print a precious moment on the spot but also as a new communication tool or tool of self expression for conveying inner sentiments. The customer base is rapidly increasing with the expansion of product lineup, including analog instant cameras, hybrid instant cameras that are equipped with a rear monitor and allow users to choose a picture to print, and smartphone printers for easy printing of images in a smartphone. Fujifilm has actively promoted collaboration in far-reaching fields globally including fashion, music, sports and games. In sports, the company is a named sponsor of the international breaking competition, “FUJIFILM INSTAX Undisputed Masters,” for broadly appealing the value of INSTAX.

• * Please note that the contents including the product availability, specification, prices and contacts in this website are current as of the date of the press announcement and may be subject to change without prior notice.