FUJIFILM Holdings

CSR Activity Report │ Daily Life

Fujifilm and its Photography Culture

Fujifilm has always been, and always will be, committed to bringing fresh enjoyment to people’s daily life.

Since its foundation in 1934, Fujifilm has always been committed to “contributing to society by providing better Image & Information.” Our business activities have been centered on photo films and other photosensitized materials as well as photo devices and services. As we established new digital imaging technologies, we became actively involved with the areas of printing, healthcare, and other socially essential services. Over this time, we received support from various people. We are all grateful for that, and will continue pursuing “What Fujifilm can do to create a more affluent lifestyle.”

A new factory was built in Minamiashigara village, Kanagawa Prefecture, in 1933 because this area was known for its clean water and air that are essential for manufacturing photosensitized materials. One year later, in 1934, Fuji Photo Film Co., Ltd. was established.

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Since our foundation, Fujifilm has been keenly aware of the importance of employee education and welfare. We opened youth schools at the Ashigara Factory and the Odawara Factory in 1939. We also opened a clinic in 1942 to treat employees and their families, as well as to maintain hygiene at factories.

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As a result of its research on natural color photography, Fujifilm developed the “bipack film plate method” and the “dye transfer printing method.” These new technologies caused a sensation in the photography industry, laying the groundwork for the future development of color photography.

The Fujifilm Photo Contest was held with the catchphrase of “Cheerful and Joyful Photography.” It was the post-WWII period, a time of hardship, but we received a record number of applicants among the photo contests in Japan. The contest became an event to give people hope for the future.

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The very first Japanese color motion picture, “Carmen Comes Home,” was released at theaters. The movie used Fujifilm’s outer-reversal-type color film. Many people enjoyed the movie as a new entertainment genre, which became a milestone in the history of Japanese motion pictures.

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The very first Japanese computer, FUJIC, was released. FUJIC was used to perform calculations for lens development. It also provided numerous calculations that were requested by the Japan Meteorological Agency and several universities, significantly contributing to science in Japan.

[picture]FUJIC

Fuji Photo Salon, the predecessor of FUJIFILM SQUARE, opened in Ginza, Tokyo, as a venue to present outstanding pieces by not only professional but also amateur photographers.

The Summer Olympics were held in Tokyo. Fujifilm contributed to photographic recording and reporting at the Olympics by releasing breaking news with photos as well as offering temporary processing stations for overseas reporters.

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A new 8mm film system, Single-8, was released at the PHOTO EXPO. The product broadened the horizon of 8mm films as an innovative home movie system.

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The very first Japanese floppy disk Fujifilm floppy disk FD3000 was released. Fujifilm offered the product at a reasonable price in response to the rapidly growing Japanese computer market.

[picture]Fujifilm floppy disk FD3000

Fujifilm developed the digitization of X-ray images for medical diagnostics ahead of other countries (FCR, an X-Ray Image Scanner, was released in the following year). This technology contributed to the development of the medical industry by improving diagnostic accuracy and reduced patients’ burden by decreasing the amount of radiation to which they were exposed.

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In commemoration of its 50th anniversary, Fujifilm established the Fujifilm Green Fund (FGF) with the contribution of one billion yen. The fund is the first Japanese charitable trust owned by a private company with the theme of nature conservation. To date, the fund has supported activities and research studies relating to the conservation and cultivation of the natural environment.

Tokyo Disneyland was opened. Fujifilm was one of the sponsors of Tokyo Disneyland, contributing to the development of Japan’s entertainment industry.

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The world’s first single-use camera QuickSnap was released. Fujifilm’s concept, “everybody should enjoy photography with ease,” was materialized with this product. The product contributed to the popularization of photography culture, offering a new lifestyle to the public.

[picture]QuickSnap

The world’s first digital camera to record images on a memory card, FUJIX DS-1P, was released. This model not only influenced the digital camera industry, but also became a model for later digital cameras.

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Fujifilm microfilmed the documents of the National Diet Library (equivalent to 160,000 books) jointly with Maruzen. Fujifilm’s microfilm technology contributed to the preservation of documents with historical significance.

The QuickSnap Recycling Center was opened. Fujifilm started a full-fledged reuse/recycle project for QuickSnap.

The QuickSnap Automated Reuse/Recycling System went into operation with the release of QuickSnap Econoshot, which was designed for optimal recycling systems. This system was a monumental step that Fujifilm took in its environmental activities.

The QuickSnap Automated Cyclic Manufacturing Factory began operation. This factory initiated an unconventional production system with processes starting from product recovery, to disassembly, inspection, and reproduction. We have successfully reduced our environmental impact by using this system.

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instax® mini 10, world’s first instant photo system using credit-card-size film, introduced. Its much-improved image quality and portability enhanced the attractiveness of instant photos. This camera enabled the users to print and share a precious moment on the spot and gained popularity, especially among young people.

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An advanced CCD image sensor, Super CCD Honeycomb, was developed. This technology enables high-resolution images by digital cameras. Later, the Super CCD Honeycomb was applied to electronic medical endoscopes, contributing to the improvement of diagnostic imaging quality as well as the development of medical technologies.

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A high-capacity postage-stamp-sized recording media for digital cameras, xD-Picture Card, was developed. This media expanded the possibility of developing a more compact digital camera that was being demanded by digital camera users.

[picture]xDPictureCard

In response to the users’ need for printing photos from their digital cameras, Fujifilm promoted the In-Store Printing service, where the users can easily print high quality digital photos. This system also accommodates photos taken by a mobile phone with a built-in camera, thus creating a new value of digital photos.

A new model FinePix F440/F450, with a newly developed FUJINON ultra-slim optical 3.4x zoom lens was released. Advanced features are packed in their compact palm-size body, presenting another new shooting style for digital cameras.

[picture]FinePix

The PHOTO IS—10,000-Person Photo Exhibition was started in Japan, aiming to disseminate the attractiveness of photography to many people. This exhibition accepted any participants, including professional and amateur photographers, and exhibited 13,521 photos received from all over the country at seven locations.

With the sponsorship of the Tokugawa Art Museum, we published the four illustration items extracted from “The Tale of Genji,” a national treasure stored by the museum, on the cover page and the section title pages of the “FUJIFILM Holdings Corporation Sustainability Report 2008” to convey Japanese culture and arts to the readers. In addition, with the sponsorship of the National Archives of Japan, we published several illustrated items extracted from “Natural History Illustration: Second Motif” and “Important Cultural Property: Shobutsu Ruisan and Shobutsu Ruisan Zuyoku,” which are stored by the museum, on the cover page and the section title pages of the “FUJIFILM Holdings Corporation Sustainability Report 2009.” We are committed to recording and preserving cultural/art works and conveying them to succeeding generations through photographs and printing materials, as one of our social contribution activities through our business.

[picture]FUJIFILM Holdings Corporation Sustainability Report 2008,2009

In April, Fujifilm launched the “Photo Rescue Project,” which aims to provide assistance for efforts to clean photo prints and albums damaged by seawater and mud in the recent Great East Japan Earthquake and subsequent tsunami.

[picture]Photo Rescue Project

The high-grade compact digital camera FinePix X100, featuring a 12 megapixel APS-C CMOS sensor, was launched.

The product concept, which packs the latest-technology into a classic design, including the use of dials that is reminiscent of traditional film cameras into the operating system, has won high praise throughout the world.

[picture]FinePix X100

FUJIFILM X-Pro1, the first model of the interchangeable lens type of mirrorless camera X Series, was launched.

Fujifilm succeeded in dramatically increasing resolution by incorporating the X-Trans CMOS sensor for the first time, which was originally developed by Fujifilm. With synergistic effect of Fujifilm’s unique image design technologies “film simulation”, the X-Pro1 achieved high image quality that had been thought impossible with APS-C sensor cameras and won praise from numerous photographers.

[picture]FUJIFILM X-Pro1

Fujifilm hosts the PHOTO IS—10,000-Person Photo Exhibition at several locations in Japan. This is one of Japan’s largest participatory photo exhibitions and exhibits all photographs received from all over the country. The exhibition is known as an open event in which anybody can participate with their favorite photos. In fact, we received many photos from the participants every year.

We expanded the scale of the 8th exhibition in 2013 and hosted as the Heart to Heart Communication: PHOTO IS—30,000-Person Photo Exhibition. We conveyed the attractiveness of photography to people in 28 cities across the country.

  • * Now held as FUJIFILM Global Photo Exhibition
[picture]PHOTO IS—30,000-Person Photo Exhibition

A smartphone printer, instax SHARE® SP-1, was released in response to the rapid growth of smartphones. The printer can promptly print photos using a wireless LAN connection with easy operations. We will continue offering and conveying the true value of photography, that is, the sharing of pleasures through “shooting, preserving, displaying, and gifting,” according to a new lifestyle.

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WONDER PHOTO SHOP, our directly-managed photo shop, opened in Harajuku, Tokyo, in February 2014. Fujifilm has moved forward with opening ones throughout the world since 2015.

By providing products and services that let customers discover and experience new ways of enjoying photos unique to the Smartphone era, Fujifilm helps customers feel the power of photography and support customers’ photography life.

  • * Moved to Omotesando, Tokyo, and reopened with larger variety of services in October 2021.
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Since its foundation, Fujifilm has been consistently promoting the attractiveness, enjoyment, and inspirational nature of photography as well as the importance of archiving photographs, in the hope of contributing to the development of photography culture. As one of such efforts, we opened the FUJIFILM SQUARE in March 2007. This year, we hosted twelve special exhibitions, celebrating its 10th anniversary.

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The interchangeable-lens type of mirrorless digital camera system FUJIFILM GFX 50S was launched.

It employs a 51.40 megapixel large-format sensor that offers about 1.7 times the surface size of that of 35 mm film. With a GF lens system compatible with ultra-high resolution sensor of more than 100 megapixels, the camera reproduces depth and texture of the subject without loss through wide dynamic range and ultrafine descriptive power. By achieving less than half of the size, weight and price compared to the camera system with the same sensor offered by other companies, the camera system makes large format photos more familiar.

[picture]FUJIFILM GFX 50S

The hybrid instant camera instax SQUARE® SQ10 was launched.

It incorporated a digital image sensor and digital image processing technology for the first time in the instax® series, dramatically improves photo quality and makes it possible to edit and process photos before printing. It newly adopts square film, which is beloved by a wide range of users, from young people to photography lovers.

[picture]instax SQUARE SQ10

FUJIFILM SQUARE activities won the 2018 MECENAT Awards’ “Art of Moment Award,” which is offered by the Association for Corporate Support of the Arts*1.

Our activities for many years have been highly praised for providing a venue to display and enjoy photographs, spreading emotional experiences that connects the hearts of people to contribute dissemination and development of photography culture, creating opportunities to exhibit valuable works that possess timeless value, communicating the essence of photos—that is, record keeping nature and artistic nature—through the contents appropriate for the period, and continuing to pursue the possibilities of passing on and fostering photographs as cultural assets.

  • *1 Established in 1990 aiming to stimulate the corporate support of arts (mecenat). It is the only intermediate organization in Japan specialized in this field.

The instax® brand promotion “don’t just take, give” was launched.

Since 2019, Fujifilm has undertaken activities to communicate the unique value offered by the instax® brand using the global common tagline “don’t just take, give” throughout the world. The instax® series makes it possible to create photography prints of important moments instantly and is thus beloved as a tool not only for new communication to express one's feelings but also for self-expression throughout the world.

[picture]Fujifilm instax: don't just take, give