• Publish date: Wednesday، 25 October 2023
  • Introducing a classical-look model that supports the popular square format
  • new square-format film “SUNSET” with graininess and gradation also available

Dubai, United Arab Emirates / Gulf Press, 19th October 2023 – Fujifilm Middle East announces the launch of “INSTAX SQUARE SQ40” (SQ40). This is an exciting new addition to the INSTAX series of instant cameras compatible with square format films, allowing users to enjoy on-the-spot photo printing.

The SQ40 is an analog instant camera that sports a premium and classical leather-look design, focusing on a texture that fits comfortably in the hand. It runs on plain operations to produce square-format prints with ease.

Released on the same day, the square format film “SUNSET,” is characterized by graininess and gradation around the frame of the film.

The INSTAX series has been affectionately called “Cheki” in Japan since its initial launch in 1998. The series has gained popularity for its ability to not only print and preserve a precious moment right on the spot but also as a new tool for users to communicate their emotions. Offered in this series are card-sized “mini format” prints, “square format” prints, and double-card-sized “wide format” prints to expand the range of photographic expressions.

Square format film can cover a wider range of photographic scenes and is suitable for group shots and landscape photos. It can capture the subject with the background and atmosphere of the scene, expanding the user’s pallet of photographic expressions. The Square format film is well-liked across countries and generations because they offer the advantage of taking pictures with 1:1 aspect ratio and arranging the creative composition, square format films are able to turn casual scenes into the artistic work of photography.

The camera features the “Automatic Exposure” function, which achieves optimum exposure for a given scene by simply turning the lens barrel to turn on the camera, pointing the camera at the subject and pressing the shutter button. Users can also switch to the Selfie Mode for taking selfies and close-ups  by simply rotating the lens barrel to turn the camera on and rotating the barrel again in the same direction. Such simple operations are all that are needed to bring joy to photography.

Fujifilm will continue to expand the world of the “INSTAX” instant photo system that allows people to enjoy on-the-spot photo printing.


The “INSTAX” series of instant cameras, launched in 1998, marks its 25th anniversary in 2023. Originating from Japan, INSTAX has evolved into a global brand marketed in over 100 countries worldwide, including Middle East, Europe, Americas, China and Southeast Asia. “INSTAX” are enjoyed not only for their ability to print a precious moment on the spot but also as a new communication tool or a tool of self-expression for conveying inner sentiments. The customer base is rapidly increasing with the expansion of product lineup, including analog instant cameras, hybrid instant cameras that are equipped with a rear monitor and allow users to choose a picture to print, and smartphone printers for printing images in a smartphone with ease. Fujifilm has actively promoted collaboration in far-reaching fields globally including fashion, music, sports, and games.

About Fujifilm

FUJIFILM is an operating company of FUJIFILM Holdings Corporation along with FUJIFILM Business Innovation Corp. FUJIFILM Holdings leverages its depth of knowledge and proprietary core technologies to deliver Value from Innovation in our products and services in the business segments of healthcare, materials, business innovation, and imaging. Our relentless pursuit of innovation is focused on providing social value and enhancing the lives of people worldwide. Fujifilm is committed to responsible environmental stewardship and good corporate citizenship.

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TishTash Communications

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