Fujifilm once struggled to sell cameras. Now, it can’t keep up with demand

Cameras are displayed at Fujifilm Holdings headquarters, in Tokyo, Japan. — Reuters

TOKYO: For years, Japan’s Fujifilm pivoted away from its legacy camera business to focus on healthcare. But thanks in large part to the TikTok crowd, its retro-themed X100 digital cameras are now a roaring success, boosting its bottom line.

Fujifilm is struggling to meet demand for the US$1,599 (RM7,522) camera, prized by young 20-something social media fans for its looks and high-end functions.