Fujifilm to Release First New QuickSnap Models in 20 Years for Camera’s 40th Anniversary

Fujifilm’s QuickSnap single-use film camera, known in Japan as Utsurun Desu, marked its 40th anniversary this month. First sold on July 1, 1986, the camera reached peak sales around 1997 before demand fell with the spread of digital cameras and mobile phones.

Sales have recovered since the second half of the 2010s, with the product now drawing young consumers and overseas visitors at stores such as Ginza’s Loft in Tokyo.

The Japan Times reported that the camera was developed to let anyone take photos easily anywhere. Fujifilm attached a lens directly to the film and used aggressive cost-cutting to set the initial price at ¥1,380, with later versions selling for less than ¥1,000. The product included a flash, and its exterior changed from paper to plastic over time.

Television commercials featuring celebrities including Japanese rock musician Demon Kakka helped popularize it. Discount retailer Don Quijote said sales have risen steadily since the COVID-19 pandemic. Lifestyle retailer Loft has at times struggled to keep enough stock on shelves.

A woman in her 20s visiting from China bought two units at Loft, saying she wanted to take many photos in Japan. Fujifilm has sold more than 1.7 billion units to date. From August the company will release its first new models in 20 years: a waterproof version priced at about ¥4,480 and a black-and-white film version at about ¥4,300.

A Fujifilm representative said the company will develop products and services that expand the unique photographic experience offered by QuickSnap.