Hardly any other company puts that much effort in creating really beautiful and useful color profiles like Fujifilm.
Fujifilm calls them “film simulations”: inspired by the look of old film stock, they try to bring some of that magic into the digital era.
In fact, Minami-San, the Fujifilm employee responsible for colors back in the film days, is still today working at Fujifilm and in charge of the digital film simulation development. You can see his story here.
One more nice thing: Fujifilm film simulation can be fine tuned ad libitum:
read here – How to Fine Tune Your Fujifilm Film Simulation to Get the Ultimate Vintage Look
read here – This Guy Fine Tuned his Fujifilm Film Simulation Settings Inspired by the Work of Great Film Photographers. See “Chrome Eggleston” & More
read here – Fujifilm X-Pro3 Development Story: Classic Negative Film Simulation – Learning from Film
From what I’ve seen, the new Fuji Classic Negative film simulation is generous on the blue and green level, while remaining somewhat warm and keeping a low contrast.