This means one thing: Fujifilm keeps digging into what the Fuji CEO called their new goldmine, the photography business and especially their Instax business.
The brown camera you see in the image above shows the Fujifilm X100F brown edition. The image just serves as a reference on how I’d expect the new color to look like.
The Fujifilm Instax Mini EVO is arguably one of the most sold Fujifilm digital camera of the last 10 years. It’s available in Asia since a few months and it sold so much, that helped to dethrone Sony from the second spot in digital camera sales in Japan after 19 years, and it will probably make Fujifilm imaging division fly in their next financial report.
My Instax Love story started in Chiang Mai, my favorite city in Thailand.
Chiang Mai is in the North of Thailand, far away from the wonderful islands of the South, which are stunning, sure, but also way more crowded than the North of Thailand.
My original plan, after traveling all the way from Cambodia through Laos (by local bus and motorbike, no plane) was to turn right to get to Vietnam after visiting Luang Prabang. But as every solo traveler might have experienced, plans are made just to be changed. And at the end I didn’t turn right to Vietnam, but I took a 2 days slow boat along the Mekong river – which claimed the life of my X-E2 as I briefly told here – to reach Northern Thailand.
I ended up in Chiang Mai, the most beautiful South East Asian city I have been to along with Phnom Penh in Cambodia.
I was alone and did what I love most to do: taking pictures. Mostly with my X-T1 and XF35mmF1.4 (as it survived my survival swim in the Mekong, whereas my XF18-55 and X-E2 died).
But this was also my first travel with an Instax Printer.
So here is what I did: I took pictures of the people celebrating New Year (without them noticing me taking pictures), and after I took the images, I printed one for them. Without saying anything, I just gave it to them as soon as the printer spit it out and walked away.
From the distance, I could see their faces looking at the film developing, and then being surprised and happy to see themselves in the image. I will share one of the images I took (and gave away) on that evening below for you guys.
So this is it.
This is where my love story with Instax started. And it never stopped. Giving away some little prints is one of the things I enjoy to do most.
Recently I bought the Instax Mini Wide, but I will also get the Instax Mini EVO once available here in Italy. Because it’s true that it’s nice to make a present to others with a little print, but it is also nice to enjoy the process of taking images and printing, and from everything I have seen so far, the Instax Mini EVO, with its vintage look and retro operation (push the lever to print, turn the lens ring to change settings etc), is what suits my taste best.