Summary
- Fujifilm is raising prices for selected products in Japan from October 1, 2026.
- Digital cameras are increasing by approximately 6%–15%, while selected Instax products rise by as much as 23%.
- The affected list includes the X100VI, X-E5, X-T50, GFX100 II, GFX100S II and GFX100RF.
- The announcement applies to Japan and does not confirm another round of increases for Greece.
Fujifilm is introducing another price revision in Japan from October 1, 2026, affecting digital cameras, one lens, Instax products and smartphone printers.
The official notice lists increases of approximately 6%–15% for digital cameras, about 12% for the XF500mmF5.6 R LM OIS WR, 6%–23% for selected Instax products and 7%–12% for smartphone printers. These percentages refer to Fujifilm’s shipment prices and do not necessarily equal the final retail increase.
Which products are getting more expensive
The digital camera list includes the GFX100 II, GFX100S II, GFX100RF, X-T50, X-E5 and X100VI, together with specific X-T50 and X-E5 kits.
| Category | Products | Increase |
|---|---|---|
| Digital cameras | GFX100 II, GFX100S II, GFX100RF, X-T50, X-T50 + XC15-45mmF3.5-5.6 OIS PZ, X-E5, X-E5 + XF23mmF2.8 R WR, X100VI | approx. 6%–15% |
| Lens | XF500mmF5.6 R LM OIS WR | approx. 12% |
| Instax | instax mini LiPlay, mini LiPlay+, mini Evo, mini Evo Cinema, WIDE Evo | approx. 6%–23% |
| Smartphone printers | instax mini Link 3, instax SQ Link | approx. 7%–12% |
The 23% figure does not apply to digital cameras
The maximum 23% increase applies to selected Instax products. For digital cameras, Fujifilm gives an overall range of approximately 6% to 15% and does not assign an individual percentage to each camera model.
The official notice therefore does not state that the X100VI, X-E5 or any of the GFX models is increasing by 23%.
Why Fujifilm is raising prices
Fujifilm attributes the revision to continuing increases in component, manufacturing and logistics costs. The company says it has tried to absorb the pressure through production-efficiency improvements and cost reductions, but internal measures are no longer sufficient to offset the higher costs.
What this means for Greece
The announcement specifically concerns the Japanese domestic market and does not confirm another round of increases for Greece or Europe as a whole.
Recommended retail prices in Greece had already increased in September for the X100VI, X-E5, X-T50, X-S20 and GFX100 II. The X100VI reached €2,099, while the GFX100 II, X-S20, X-T50 and X-E5 each increased by €100.
What we think
The new list shows that cost pressure is affecting a broad part of Fujifilm’s imaging portfolio, from APS-C and GFX cameras to Instax products and a large telephoto lens. For the Greek market, however, a separate official announcement would be needed before assuming that Japan’s increases will also apply locally.
Frequently asked questions
How much are Fujifilm digital camera prices increasing in Japan?
Fujifilm states that shipment prices for the affected digital cameras are increasing by approximately 6% to 15%.
Is the X100VI increasing by 23%?
No. The 23% figure is the maximum increase for selected Instax products, while digital cameras are in the approximately 6%–15% range.
Which digital cameras are affected?
The GFX100 II, GFX100S II, GFX100RF, X-T50, X-E5 and X100VI, together with specific X-T50 and X-E5 kits.
When do the new prices take effect?
The price revision in Japan takes effect on October 1, 2026.
Has another increase been announced for Greece?
Not in this announcement. Fujifilm’s notice applies specifically to the Japanese market.
