For years, Fujifilm has moved away from its older cameras to focus on the healthcare sector. However, its retro-designed X100 digital cameras became a smash hit thanks to their popularity on TikTok, which significantly boosted the company's profits.

The X100V is especially popular with young people in their 20s who appreciate its aesthetics and advanced features. Demand is so high that Fujifilm is struggling to keep up with orders. “We found that orders far exceeded our expectations,” said Yujiro Igarashi, director of Fujifilm. “Even with the doubling of production, we are still falling short,” Reuters reveals.

In the fiscal year ending in March, Fujifilm's imaging division, which includes cameras, was the biggest contributor to the company's record earnings, accounting for 37% of operating profit, a significant increase from 27% the year before.

Founded 90 years ago, Fujifilm surpassed Kodak in film sales in 2001, but quickly faced a decline in the film industry with the rise of digital cameras in mobile phones. To survive, the company diversified into the health care sector, but kept its rooms, cutting jobs and moving production to China.

As travel increased post-pandemic, demand for cameras soared, and influencers turned the X100 into a status symbol. “The X100 series is both a fashion accessory and a great camera,” said Benjamin Lee, an influencer with more than 600,000 followers on TikTok.

Used X100 cameras are selling for high prices on auction sites, and a long wait could drive customers to competitors like Canon and Ricoh.