Fujifilm Is Spending $20 Million to Make More Instax Film

Instant photography is still going strong, and Fujifilm is preparing to make more film to keep up. The company plans to invest approximately 3 billion yen, or around $20 million, in its Ashigara Site in Kanagawa, Japan, to expand production capacity for its Instax instant film.

The new production lines are scheduled to begin operating in stages from spring 2027, with full operations expected by spring 2028. Once completed, the expansion is expected to increase production capacity by about 20% compared with fiscal year 2026.

Instax film production gets a major boost

The investment will fund new Instax film production lines and related facilities at Fujifilm’s Kanagawa Factory. The project is part of the company’s ongoing effort to meet growing demand for its instant photography products worldwide.

Fujifilm has been investing in Instax film manufacturing since 2022. When the latest facilities become fully operational, total production capacity is expected to be approximately 70% higher than in fiscal year 2022.

The expansion comes as Instax continues to perform well commercially. Fujifilm reported that cumulative worldwide sales of Instax products surpassed 100 million units by the end of fiscal year 2024. In fiscal year 2025, the series generated sales of 200 billion yen, marking its fifth consecutive year of record high sales since fiscal year 2021.

These figures cover the broader Instax product range, rather than film sales alone.

Why instant photography remains popular

Since its launch in 1998, Instax has grown beyond its original analog instant cameras. The lineup now includes hybrid instant cameras, smartphone printers, and palm sized digital cameras, giving users different ways to capture and print images.

The appeal of instant film lies in having a physical photograph moments after taking a picture. Unlike digital images that can remain buried in a phone’s gallery, printed photos can be shared immediately, displayed, or kept as personal souvenirs.

Fujifilm also sees opportunities beyond traditional personal photography. Instax prints are increasingly used at events, entertainment venues, retail stores, and fan gatherings, where customized photographs can serve as keepsakes and help visitors engage with brands or performers.

The new facilities will not reach full operational capacity until spring 2028, so the production increase will take time to materialize. Still, the investment signals that Fujifilm expects Instax to remain an important part of its business.

As digital photography continues to dominate everyday image making, instant film offers something different: a photograph people can hold and share immediately.

Do you still shoot instant film, or has the appeal of a physical photo print tempted you to try it again?

[Photos via Fujifilm]

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