Fujifilm has raised prices on a range of cameras, lenses, instant cameras and smartphone printers in Japan, with increases of up to 23% from 1 October. The notice, published on 30 September, covers some of the company’s most popular models.

Digital cameras including the GFX100 II, GFX100S II, GFX100RF, X-T50, X-E5 and X100VI have gone up by 6–15%. The XF500mmF5.6 R LM OIS WR lens is up 12%. The biggest increases are on instax: the instax mini LiPlay, instax mini Evo and instax WIDE Evo are up by 6–23%, and the instax mini Link 3 and instax SQ Link smartphone printers by 7–12%.

Fujifilm puts the rises down to costs. Material, manufacturing and logistics expenses have “increased significantly”, it says, and despite efforts to improve efficiency, “corporate efforts alone cannot cover the necessary adjustments”.

This is the second round of Fujifilm increases in as many months. In August we reported that prices were going up in Europe from 1 September, with the X100VI moving from €1,799 to €1,999, an 11.1% rise. UK pricing wasn’t confirmed separately at the time.

The Japanese notice doesn’t mention other markets, but the pattern is clear. Last week we looked at whether the AI memory chip squeeze could hit Fujifilm and the X-T6, and these increases suggest the pressure on costs is real. If you’ve been waiting to buy an X100VI, X-E5 or one of the instax models, it may be worth checking UK prices sooner rather than later.

Fujifilm Japan price increases: products affected

When the Fujifilm price increases take effect

The new prices took effect in Japan on 1 October 2026. Fujifilm hasn’t announced any matching UK changes. We’ll update this story if Fujifilm UK confirms new British pricing.