On July 1, Fujifilm announced two new additions to its QuickSnap ("Utsurundesu") lineup of single-use film cameras. One is the waterproof "QuickSnap Active," rated for shooting down to 10 meters underwater, and the other is the "QuickSnap Black and White," a monochrome model loaded with black-and-white film. A dedicated hand strap will launch alongside them. Aside from packaging changes, this is the first time in 20 years that new products have joined the series. The estimated prices are around 4,480 yen for Active and around 4,300 yen for Black and White.
QuickSnap reaches its 40th year
QuickSnap, launched in July 1986, was the world's first film-with-lens camera. By selling a camera with the film already loaded, ready to be handed in at a shop once you finish shooting, it made photography effortless and pushed it beyond special occasions like trips and events into everyday life. Known overseas as QuickSnap, the series has sold more than 1.7 billion units worldwide, with over 3 million sold in its first year alone.
Sales fell for a time as digital cameras and smartphones spread, and the series had not seen a new product since the "QuickSnap 1600 Hi-Speed" in 2006. These two models fill that 20-year gap at a milestone moment.
The waterproof "QuickSnap Active," rated to 10 meters
The QuickSnap Active is wrapped in plastic to provide waterproofing down to a depth of 10 meters. It is based on a waterproof model previously offered in some overseas regions, now redesigned for the Japanese market. Fujifilm positions it for moments when you would hesitate to shoot with a smartphone, from waterfronts such as the sea or a pool to snowy mountains, camping, and outdoor scenes where rain or mud is a concern, letting you shoot without worrying about getting wet or dirty.
For usability, it adopts a larger film-winding knob and a lever-type shutter button than the standard model, so it can be operated reliably underwater or while wearing gloves. It uses ISO 800 135 negative film and holds 27 exposures. The lens has a focal length of 32mm at F10, the shutter speed is 1/125 second, and there is no flash. It measures 133×73×42mm and weighs 170g. Release is planned for early August, with a main target of women in their late 20s who value active, hands-on experiences.
Shooting in monochrome with "QuickSnap Black and White"
The QuickSnap Black and White carries a dedicated black-and-white film noted for sharp rendering with smooth grain. Fujifilm says it can turn street snaps and everyday scenes into refined monochrome images that make the subject stand out, without any special settings or techniques.
Developing is easy, too. The black-and-white film can be processed with the same chemistry as color negative film (CN-16 and C-41), so you can order development and digitization at shops that handle ordinary color film, or through the company's smartphone app "Utsurundesu+." It uses ISO 400 135 negative film and holds 27 exposures. The lens has a focal length of 32mm at F10, the shutter speed is 1/140 second, and it has a built-in flash. It measures 115×54×34mm and weighs 90g. Release is planned for September onward, with a main target of men from their late teens to late 20s who want to capture casual moments with friends in an easy yet atmospheric way.
Alongside these, the "QuickSnap Hand Strap," an accessory for carrying the camera around easily, launches in early August. Fujifilm says it can be personalized to your own style, such as attaching a keychain or clipping it to a bag or a belt.
The backdrop: a renewed appreciation for "special inconvenience"
At a product briefing held the same day, Fujifilm explained the current state of QuickSnap and the brand value it has redefined. Sales, which once dropped sharply with the spread of digital devices, began recovering around 2021 and grew rapidly in 2025 following a 2024 rebranding and stronger promotion.
The company attributes this revival to an experiential value that digital lacks. In an era that prizes time efficiency, the very "special inconvenience" of QuickSnap, the thrill of not knowing how a shot turned out until it is developed, and the ritual of looking through the viewfinder and pressing the shutter without seeing the result on the spot, is winning support especially among digital-native Gen Z. Reflecting this shift in values, Fujifilm has set a common global message: "An unadorned moment, yet special."
Fujifilm says that what it has fundamentally changed over its long history of photo products and services is "the definition of a good photo." Grain, blur, and bokeh, once treated as failures, are now accepted as emotional expression. Precisely because you cannot check the result right after shooting, the value lies in preserving natural moments without disturbing the mood, the company says, adding that it will keep evolving the lineup.
A 40th anniversary event, too
To mark the 40th anniversary, Fujifilm is also holding a commemorative event. It runs at Fujifilm Square in Tokyo Midtown from July 17 to July 22, from 10:00 to 19:00, with free admission. In addition to introducing the 40-year history and past lineup, it plans to show a promotional video featuring actor Ryo Yoshizawa. The video was created by photographer Mikiya Takimoto and has been streaming since May 26. Fujifilm has also established a special 40th-anniversary logo that carries over the design cherished since 1986.
Summary
Fujifilm's QuickSnap Active and QuickSnap Black and White are the first new products the series has seen in 20 years. Active, rated for depths of up to 10 meters, arrives in early August at an estimated price of around 4,480 yen, while Black and White, which shoots in monochrome, arrives from September at around 4,300 yen. By recasting simplicity and the very experience of "not seeing the result on the spot" as its core value, the pair broadens the shooting scenes and expression QuickSnap offers at its 40-year milestone.
