Fujifilm Adds New Color “Brown” to “INSTAX mini Evo”

TOKYO, June 15, 2023 – FUJIFILM Corporation (President and CEO, Representative Director: Teiichi Goto) announces the launch of a new “Brown” version of the “INSTAX mini Evo” (mini Evo), a flagship model of the “INSTAX” series of instant cameras, on June 29, 2023. Additionally, USB Type-C is used as a charging port on both the new “Brown” and the existing “Black” versions for greater convenience.

The mini Evo is a hybrid instant camera incorporating digital technology, and supporting the card-size “mini format film.” Released in 2021, it has been a global sensation since its launch thanks to its hybrid nature of analog and digital capabilities.  It comes with ten lens effects including “Soft Focus” and “Light Leak” as well as ten film effects including “Monochrome” and “Retro.” These two types of effects can be combined freely to create 100 different shooting effects so that users can express their emotions through INSTAX prints. The camera body sports a premium and classical look and is characterized by analog-like operability using the lens dial, film dial and print lever, designed with attention to detail such as operation noise. The dedicated app can be used to connect the camera to a smartphone to enjoy features such as printing images taken on the smartphone, and saving photos printed with the mini Evo as INSTAX-framed images in the smartphone for easy sharing on social media.

mini Evo’s user base will be further expanded with the addition of a new color “Brown”, which means users can choose between the colors while still enjoying the same functions, operability and premium and classical design featured in the original model. 

The camera case “Brown” is released at the same time to complement the camera body’s new color variation.

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

Everyone perceives the world unfolding before their eyes differently. The same scenery might be seen completely different depending on one’s emotions at the time. The mini Evo allows users to combine the lens effects and film effects to express what they see to the maximum extent. This concept is communicated in the campaign with the tagline “Show how you see the world.” With the launch of the new “Brown” color variation, Fujifilm will communicate the appeal of the mini Evo to more people via online, social media and retail stores.

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.