The resurgence came from an unexpected source: the TikTok generation's love for its retro-themed X100 digital cameras.

The X100V model, priced at $1,599, has become a sensation among young social media enthusiasts. Its blend of aesthetics and high-end features has propelled Fujifilm's imaging division to new heights.

In the fiscal year ending March, the imaging division contributed 37 per cent of operating profit, up from 27 per cent the previous year.

The X100VI faced overwhelming demand, leading Fujifilm to double production in China. Despite its preparations, orders still outstripped forecasts.

Founded 90 years ago, Fujifilm once battled Kodak for supremacy. But as film declined and digital cameras became ubiquitous, Fujifilm shifted to healthcare applications, following a strategy adopted by Canon and Olympus.

While doubling down on antiviral pills and vaccines during the COVID crisis, Fujifilm's cameras unexpectedly stole the limelight.

Analysts predict imaging sales growth to slow to 2.2 per cent in fiscal 2024, with a 1.9 per cent dip in operating profits. But some see more significant potential.

The X100 aimed to rescue Fujifilm's professional camera division. Its appeal lies in nostalgia, mimicking film cameras.

Retro tech thrives on "friction"—the tactile connection between user and product. Physical cameras, film development, and value rekindle the joy of photography.

As travel resumed post-pandemic, influencers on Instagram and TikTok turned the X100 into a coveted fashion accessory and an excellent camera.

Availability remains scarce; second-hand X100s fetch multiples of their list price. Fans eagerly await orders.

Fujifilm's CEO, Teiichi Goto, hints at keeping supply tight, drawing inspiration from Germany's Leica brand cameras.

As AI and smartphones redefine photography, dedicated cameras must offer something distinctive. Educating users about photography's depth and value remains crucial.