Two New Products Launched for "UtsurundesuTM", Celebrating its 40th Anniversary: Waterproof Model "Utsurundesu ActiveTM" and Black and White Film Model "Utsurundesu Black and WhiteTM"

Fujifilm Corporation (Headquarters: Minato-ku, Tokyo; Representative Director, President and CEO: Teiichi Goto) will launch new products for its lens-equipped film camera "UtsurundesuTM" series, which celebrates its 40th anniversary: the waterproof model "Utsurundesu ActiveTM" and the black and white film model "Utsurundesu Black and WhiteTM". "Utsurundesu ActiveTM" is scheduled for release in early August 2026, and "Utsurundesu Black and WhiteTM" in September 2026.

Key visual for "Utsurundesu ActiveTM" Key visual for "Utsurundesu Black and WhiteTM"

Launched in July 1986, "UtsurundesuTM" was the world's first lens-equipped film camera developed with the concept of enabling anyone to take photos easily, anytime, anywhere. It expanded the scope of photography from being for special occasions like trips and events to casually documenting everyday life, broadening the base of photographic culture.

"UtsurundesuTM" celebrated its 40th anniversary in July 2026. It is known overseas as "QuickSnapTM" and has sold over 1.7 billion units worldwide to date. Currently, the excitement of not knowing how the photos will turn out until developed, and the characteristic atmospheric texture of the photos, are recognized as unique charms of "UtsurundesuTM", gaining support from many users, especially the younger generation.

To mark its 40th anniversary, we are launching "Utsurundesu ActiveTM" and "Utsurundesu Black and WhiteTM" to further expand the range of scenes and expressions possible with "UtsurundesuTM".

The waterproof model "Utsurundesu ActiveTM" allows for underwater shooting up to a depth of 10 meters. It can be easily used in various active scenes such as near water like the sea and pools, winter sports, and camping, allowing users to capture the experiences and excitement of the moment as they saw it in special photos.

The black and white film model "Utsurundesu Black and WhiteTM" enables the shooting of sophisticated black and white photos that make subjects stand out, without requiring special settings or techniques. Anyone can easily turn everyday moments into artistic photographs.

An accessory, the "UtsurundesuTM Hand Strap", will also be released simultaneously, making it easy to carry "UtsurundesuTM". Furthermore, a special 40th-anniversary logo has been created, and by promoting it in conjunction with the "UtsurundesuTM" 40th Anniversary Event starting July 17, we will communicate the value of the long-loved "UtsurundesuTM".

We will continue to expand the shooting experience of "UtsurundesuTM", where anyone can easily enjoy film photography simply by winding the film and pressing the shutter.

1. Product Name, Release Date, and Price

(1) Utsurundesu ActiveTM

(2) Utsurundesu Black and WhiteTM

(3) UtsurundesuTM Hand Strap

2. Main Features of "Utsurundesu ActiveTM"

- Achieves waterproof performance up to a depth of 10 meters

By covering the main body with plastic, it achieves waterproof performance up to a depth of 10 meters. It is ideal for shooting in active scenes such as near water like the sea and pools, as well as in winter sports and camping. It features a larger film winding knob and a lever-type shutter button than the standard model, allowing for easy operation even underwater or when wearing gloves. Additionally, by attaching the dedicated "Utsurundesu ActiveTM" hand strap, users can comfortably enjoy shooting in active situations.

3. Main Features of "Utsurundesu Black and WhiteTM"

- Enjoy rich tonal range and expressive black and white photos

Equipped with black and white film characterized by sharp and smooth grain. By expressing in two colors, black and white, it allows users to create sophisticated and artistic photos that make subjects stand out, such as street snaps or moments spent with loved ones, without needing special settings or techniques.

- Compatible with the same development process as color negative film, allowing for easy development orders at nearby photo stores, etc.

"Utsurundesu Black and WhiteTM" is compatible with the same developing solutions as regular color negative film※1. Users can place development orders through the smartphone app "Utsurundesu+" or at stores that can develop color negative film, similar to the regular "UtsurundesuTM".

※1 Compatible developing solutions are "CN-16" and "C-41".

4. Main Features of "UtsurundesuTM Hand Strap"

A dedicated hand strap for "UtsurundesuTM" that makes it easy to carry and enjoy shooting in various everyday scenes. It also allows for customization to your own style, such as attaching your favorite keychain to the hand strap.

5. "UtsurundesuTM" 40th Anniversary Special Promotion

For "Utsurundesu ActiveTM", in addition to underwater use, we have conveyed the desire for users to enjoy carrying and shooting without worry in places where rain and mud are a concern, with the message "I want to shoot without worrying if it gets wet or dirty." Globally, this will be promoted with the message "Take it, Wherever". For "Utsurundesu Black and WhiteTM", we have conveyed the message "Everyday scenery is enhanced by black and white," highlighting that artistic photos that emphasize the subject can be taken by shooting in black and white without special settings or techniques. Globally, this will be promoted with the message "Refined by Black and White".

Furthermore, to commemorate the 40th anniversary of its release, we have established a special logo mark with a design that embodies "UtsurundesuTM", which has been loved across generations since 1986. We will communicate the appeal of "UtsurundesuTM" to many people through online platforms, social media, and in-store promotions.

40th Anniversary Special Logo Mark

6. "UtsurundesuTM" 40th Anniversary Event

The "UtsurundesuTM" 40th Anniversary Event will be held at Fujifilm Square in Tokyo Midtown. This event will feature an introduction to the 40-year history of "UtsurundesuTM", an exhibition of past lineups, and the screening of a promotional video starring actor Ryo Yoshizawa. Additionally, works shot by celebrities using "UtsurundesuTM" and works collected through the Instagram posting project "#NanodeTokubetsu" (meaning "#SpecialDespiteItBeing") will be exhibited, allowing visitors to enjoy the charm of "UtsurundesuTM".

● Date and Time: July 17, 2026 (Fri) - July 22, 2026 (Wed) 10:00 - 19:00 (Free Admission)

● Venue: Fujifilm Square

● Official Website: https://fujifilmsquare.jp/

7. Promotional Video Starring Actor Ryo Yoshizawa

A promotional video conveying the world of "UtsurundesuTM", a long-selling product celebrating its 40th anniversary, will be released starting May 26, 2026 (Tue). Actor Ryo Yoshizawa appears in this video. Photographer Mitsuya Takimoto, a leading figure in Japanese photography, captures Yoshizawa shooting a beautiful sunset with "UtsurundesuTM". Takimoto, who has been photographing Yoshizawa for many years, captures his unadorned, natural expressions – his profile illuminated by the setting sun, his gaze in fleeting moments – in an extremely simple yet beautiful manner.

8. "UtsurundesuTM" Related Sites and SNS

"UtsurundesuTM" Product Page https://quicksnap.fujifilm.com/ja-jp/

"UtsurundesuTM" Official Instagram https://www.instagram.com/fujifilm_utsurundesu/

* Utsurundesu, QuickSnap, Utsurundesu Active, and Utsurundesu Black and White are registered trademarks or trademarks of Fujifilm Corporation.

For inquiries regarding this matter, please contact:

Customers

Regarding "Utsurundesu"

Fujifilm Corporation Customer Communications Center TEL: 0570-04-1711

Regarding "Utsurundesu+"

FUJIFILM Print & Gift Support Center TEL: 0570-06-6560