For years, Fujifilm has pivoted from its traditional camera business to focus on healthcare. But thanks to the TikTok crowd, its retro-themed X100 digital cameras have now become a roaring success, boosting profits.
Fujifilm has struggled to meet demand for the $1,599 (about ยฅ250,560) camera, which has been highly praised by twenty-somethings on social media for its looks and advanced features.
The X100V model was so popular that in the fiscal year ending in March, its imaging division, which includes cameras, was the biggest contributor to the company’s record-high profits. The unit accounted for 37% of operating profit in fiscal 2023, up from 27% the year before.
