A new survey of Japanese film photographers has found film usage in Japan is holding steady despite recent price increases – and Fujifilm is losing ground to its famed American rival.
The 2025 survey by Japanese film photography site FilmFocus found that Kodak films were used by more photographers than local brand Fujifilm for the first time, and that nearly two-thirds of those surveyed had shot black-and-white film in 2025.
Kodak film was used by 71% of the respondents, compared to 68% for Fujifilm, FilmFocus’s founder Kimiyasu Morikawa said.
Morikawa also told Kosmo Foto that the survey suggested many photographers were concentrating on a few trusted films and were experimenting with cheaper emulsions such as Harman Technology’s Kentmere 400.
“Facing steep price pressure, Japanese film shooters are adapting rather than quitting: consolidating on staple films, picking up cheaper stocks, and in some cases developing at home. New cameras and new film releases keep stimulating demand, and lab quality is emerging as the core of the after-shoot film experience,” Morikawa said in a report on the survey.
As the chart below shows, photographers who are new to film have tended to shoot more of the same amount of film compared to a year before, but those with more than 10 years’ experience shooting film are cutting back, possibly due to rising prices.
He told Kosmo Foto that he believed Kodak was making bigger inroads to the Japanese market because of recent revitalising of the brand, including the decision to move distribution in house with a new range of films in yellow and black packaging.
“Kodak has taken risks, and it seems like it’s starting to pay off, at least in the Japanese market
“They invested heavily to revamp their film manufacturing capabilities in 2024, and since then have introduced a couple of new film series, and re-branded some of film photographer’s favourite film stocks.
“While design updates were controversial, it does send a signal to the market that they are “doing things”. Also, their most recent earnings report included significant references to film photography, complemented by bullish leadership comments.”
He added: “On the contrary, activity from Fujifilm has been low. They have been basically silent regarding traditional film photography. Their recent annual reports mention Instax and disposable cameras.”
He said: “I do want to mention that Fuji is still been a key player in providing support to local film labs. Majority of them rely on Fuji chemicals, and them keeping the supply chain running is remarkable.
“I truly hope, and want to believe, that some members of Fuji are still taking film photography seriously and planning to take some reactions to the film photography ecosystem.”
The survey is the second carried out by FilmFocus and had more than 1,300 responses – 70% more than the first survey a year ago.
I'm a New Zealander who has been living in London since the mid-1990s, shooting film seriously since the year 2000. Kosmo Foto was launched in 2012 and has since become a film brand, with the release of my first films Kosmo Foto Mono 35mm (2017) and Kosmo Foto Mono 120 (2019).
I’m doing everything I can to promote film photography in the 21st Century, and help it survive and thrive. If you want to write something for Kosmo Foto, please drop me a line at foto.dowling@gmail.com.
It’s absolutely no surprise that Kodak would overtake Fujifilm, give that Fujifilm show absolutely no enthusiasm for “serious” film photography. Not to dismiss the Instax enthusiasts, but Fujifilm are basically offering nothing for medium format shooters – to their great shame – and only rebadged Kodak film in 35mm if I understand correctly. Their reversal film is not a serious business, given that it’s perennially out of stock. This article quote hits the nail on the head… “Activity from Fujifilm has been low. They have been basically silent regarding traditional film photography”. How about they inject some excitement by bringing back PRO400H or PRO800Z?
With regard to the fact that “nearly two-thirds of those surveyed had shot black-and-white film in 2025”, I actually think B&W is an easier choice nowadays than 20-25 years ago. I don’t do home development, and used to avoid B&W simply because it was a hassle to get it processed. Nowadays it’s actually easier to find labs doing it.
Really interesting. I’ve never been much of a Fujifilm user, but I would love to see them release – or bring back – some new stocks.
Spent 14 years living in Hokkaido. I used a yashica 35 and a bronica. I tried to process at home when possible.
Buying film become nightmare.
I noticed that the big camera stores slowly stopped stocking 120mm, then B/W white 35mm. And that the space given to analgue photography (film/darkroom goods) went from departments to a couple of shelves.
By the time I left (early 2026) I couldnt buy any B/W film (120mm or 35mm) at the large Yamada-denki and Bic-camera stores in Sapporo. Online options often being marked as SOLD OUT. And film at specailist camera shops could be double the average price.
I think the “Film sales are holding steady..” could be due to very dedicated enthusiasts fighting over an ever-shrinking pool of resources.
If you see it. You buy it.