Fujifilm unveils Instax SQ6, its first square-format analogue camera

(L to R) Nakamura and Chong, flanked by models, show off Fujifilm

Malaysians will be the first outside Japan to get their hands on Fujifilm's first analogue square-format Instax camera, the Square SQ6.

A follow up to the hybrid SQ10 – a digital camera that prints square polaroid images – this new model is a more traditional analogue view finder camera with no digital menus.  

Its Malaysia managing director Yoshitaka Nakamura says the company has always inspired users to print out their photos, which youths have taken a shine to as it is both instant and shareable. 

He adds that the camera has a retro cool design that is also inspired by Japanese kawaii culture and a cute compact form factor. 

The camera is almost a square – with dimensions of 11.87 x 12.81 x 5.81cm – and weighs 393g without battery or film pack. 

Fujifilm imaging solution assistant manager Thomas Kwan revealed a new black framed square film, adding that the square film which follows Instagram's 1x1 format (at 6.2 x 6.2cm) is 1.5 times larger that the earlier Instax mini film. 

"The larger film means you can try more creative framing or squeeze in more details when taking a selfie," he says, adding that the built-in 10 second timer can also help with group photos. 

There is a small mirror on the front beside the camera lens to help users capture the perfect shot, while the camera's selfie-mode also helps by adjusting the focus and brightness to take better close-ups. 

There are various other exposure modes to match every day situations including landscape mode for wide shots, macro mode for close-ups with a minimum 30cm distance, plus auto, and light and dark modes to compensate for different lighting conditions. 

The SQ6's exposure and flash system automatically calculates ambient brightness and adjust the shutter speed (from 1.6s to 1/400s) while the film has an ISO of 800. 

At the launch, Fujifilm appointed local actor and singer Alvin Chong as its Malaysian ambassador, in addition to its partnership with pop-star Taylor Swift to promote Fujifilm's line of products. 

The camera will be available in stores by the end of the month in three colours: Pearl White, Blush Gold, and Graphite Gray. 

It will be available as an early bird package of RM598 which also comes with a suede carrying case, twin pack of square film and an additional rechargeable battery.