How I Inadvertently Made The Fujifilm X100V So Expensive

Let’s be clear: the Fujifilm X100V has skyrocketed in price because Fujifilm cannot make enough copies due to the global parts shortage. But, when you combine that shortage with an increased demand, you get ridiculously inflated prices. Supply and demand. But what caused the demand to increase?

A few people shared with me a recent Petapixel article entitled Used Fujifilm X100 Series Camera Prices Are Surging Thanks to TikTok. This article is based off of a Fujiaddict article entitled TikTokers Drive Up Fujifilm X100 Prices Across The Lineup. Both are interesting reads and basically say the same thing: social media influencers, particularly those on TikTok (by the way, you can find me on TikTok…), are causing an increased interest in (and demand for) the X100—from the original to the latest version—by raving about the camera. It should be noted that the X100-series is a gateway into the Fujifilm world for a lot of people—it’s easier to dip your toes with a fixed-lens than to dive into a whole interchangeable-lens system. Many people have told me that an X100-series camera was their first Fujifilm, sometimes their very first camera, period.

Sentinel & Merced – Yosemite NP, CA – Fujifilm X100V – “Vintage Color

There are quotes in the article describing what’s great about the X100V, including “zero editing” and “digital camera that mimics film” and “shoot photos that need no editing.” That made me wonder if these social media influencers are using Film Simulation Recipes. Makes sense, right? I mean, it kind of sounds like they do, and the photographs seem to confirm it, but I’m not really sure. I reached out to a couple of those mentioned in the article, but have yet to receive a response, which is not surprising because I’m sure they’re absolutely inundated with messages—I get a ton, and I’m nowhere near as popular as they are. I saw in the comments on one of the videos that it was just default Classic Chrome and not a recipe. Oh, well. Then I searched #fujifilmx100v on both TikTok and Instagram (follow me on Instagram, if you don’t already), and I found a bunch of similar videos and posts by others that do, in fact, mention specifically using Film Simulation Recipes. I think it’s quite plausible—perhaps probable—that the recipes are a significant factor in the rise in popularity of the X100V and other X100-series cameras, and maybe Fujifilm in general. So while I’m not directly responsible, it appears that I might be indirectly responsible for the rise in cost of the X100V, at least partially and to a small extent. If you’re trying to purchase an X100-series camera and you’re finding it overpriced, I’m sorry. I didn’t mean for that to happen, and I apologize for my part in it.

Putting the humor aside, I am incredibly honored that so many are using my Film Simulation Recipes and that they’re helping lots of people achieve the looks they’re after without fussing with editing—from those just getting started with their first “real” camera to recognizable names doing pro work, and all sorts of people in-between. You’re having more fun, potentially increasing your productivity, and spending more time doing what’s important to you, because you’re spending less time in front of a computer. That’s all so wonderful! It’s unreal to me that I’m having such a large impact on photography, something that I never imagined would ever happen. I’m incredibly grateful and appreciative to all of you for visiting this website and trying the recipes and being a part of this great community. Thank you!

And, I suppose, that makes you accomplices in the rise in cost of the X100, too….

Edit: The moment that I published this, I received a message from Edward Lee Films (who is mentioned in the articles), and he does in fact have the Fuji X Weekly App on his phone and uses Film Simulation Recipes. Check him out on Instagram and TikTok!


  1. Matt Giesow · November 4

    Your recipes influenced me to pay over over list price for the fuji gateway drug X100v lol. All jokes aside your blog and simulations have taken my photography to another level. Super thankful!

    • Ritchie Roesch · November 7

      I appreciate your kind feedback, Matt! Glad to be helpful 😀

      • · December 3

        fujifilm used xt2 with 27mm pan cake lens is better option at these prices.

  2. Albert Smith · November 4

    That article on the X100 series getting over priced because of Tic Toc popped up on my newsfeeds and made my blood pressure go up a few points. I’ve been trying to buy a “V” for a long time now and it is unavailable or ridiculously over priced. I saw one for more than half the price of a Leica Q. It’s good but not that good.

    I hate trends. The people worshipping this camera didn’t know it existed a year ago, while real Fuji-philes are left out in the cold.

    Hope the next trend comes soon, maybe in some obscure category that doesn’t have a built in scarcity of supply.

    • Ritchie Roesch · November 7

      I think, if these people really like Fujifilm dials and the JPEG output, maybe they’ll stick around awhile, and really fall in love with photography, which is good. Maybe next they’ll buy an X-T5 or X-Pro3 or something like that, and become “real Fuji-philes” in time. I hope that happens, and it goes to show that if Fujifilm can do better explaining/demonstrating what’s special about their brand, people will buy.

      I think Fujifilm needs to figure out how to keep up with demand, that would be best for both them and those trying to find one. I hope you can get your hands on one soon. Thanks for the input!

  3. Jeremy Clifton · November 5

    I’d love to own an X100V, but I’m not willing to pay current prices. But maybe I can score a deal nine months from now when they’ve moved on to the next biggest thing and are unloading them on eBay…

    • Ritchie Roesch · November 7

      I hope these people stick around with their Fujifilm cameras… and I hope that Fujifilm can figure out how to produce more copies to keep up with demand. I appreciate the input!

  4. Robin · November 5

    My Father got me an X100F as a present about 2 weeks before the whole pandemic started. (I always shot Canon but never had a camera at the time).

    I did my research before buying, but I can’t believe the anticipated X100V launch never once came up in my searches. Thinking back, I’m so glad it didn’t! If it had I’d probably have held out for the V which would never have materialised!

  5. Torsten · November 5

    The X100V was too expensive from the start! I had thought about only doing my photography with an X100V, but very quickly discarded this plan. Because I got an X-E4 with the XF27mm F2.8 R WR for 1,050 euros in Germany. The X100V would have cost me 1,500 euros and I would have had to factor in the two converters for telephoto and wide-angle. In principle, Fuji has done itself a disservice with the pricing of the various classes of its cameras and the omission of entry-level cameras such as the X10 and the following.


    • Ritchie Roesch · November 7

      I think the entry-level market has pretty much completely dried up. The X-E4, X-T30 II, and X-S10 are the “new” and current entry-level models.

      The X-E4 is such a great camera. The 27mm f/2.8 is my favorite lens. The advantages of the X100V are weather-sealing, the brilliant fill-flash, the leaf shutter, and the OVF. If I had to choose one—the X-E4 or X100V—that would be a hard choice, but for me I’d choose the X100V; however, with that said, I would recommend for others the X-E4 instead, for the reasons that you stated. But, unfortunately, both models are hard to come by, so most are out of luck either way. Thanks so much for the input!

  6. Taigen · November 5

    Fujifilm should be writing you royalty cheques 🤔

  7. tabfor · November 5

    X-A1 was a gateway into the Fujifilm world for me after Canons. I thought then that it could be my second camera but now I’ve given all the Canon staff to my granddaughter.

    • Ritchie Roesch · November 7

      The X-A line used to be quite popular and surprisingly good for the price. I had an X-A3 at one point. Thanks for the input!

  8. TheCameraEatsFirst · November 5

    I’m still using an X100S bought in 2013 (the year it was released). People still ask if it’s an “analogue camera”. “Beautiful camera. Is it analogue?”. In Japan they recognise it straight way. Tell me (pointing at the X100S) “made in Japan… nice”.

    Japan is one of the last countries where you still see someone uses a “real” camera. Japanese love their cameras, and nobody gets worked up seeing you with a camera, or when you make photos of the most mundane things.

    • Ritchie Roesch · November 7

      Wow! That’s amazing! I knew someone who was using the original X100—purchased new shortly after release—until last year when it sadly stopped working. She replaced it with an X100V, which she also loves, and (thankfully) is still made in Japan.

  9. fotoeins · November 5

    Oddly, I had *also* hoped that the overwhelming fondness for the X100 series would remain “an open but quiet secret”. 🙃 A cynical part of me also thinks that many big companies have recognized an obvious opportunity to make a lot more money in this period of pandemic-recovery. But I will come back around and say: kudos to you and your continued work in promoting film simulation recipes. 👍🏽

  10. Onno · November 6

    Not only x100 prices have skyrocketed, of course. The new XT5 body here in the Netherlands starts at € 1999, which to me is excessive and the humble old 18mm f/2 now trades for € 649! The x70 was my gateway to Fuji and rekindled my interest in photography. Then I bought the x100 IV and then the XT2. I always preferred the x70 over the x100; I liked the focal length better and I found the x100 too big for a fixed lens camera, since it was not really pocketable anymore, and then you might as well buy an XT series, which is not that much bigger, and have all the benefits of an ILC. I sorely regret selling the x70, but never regretted the departure of the x100. But I’m in the minority, clearly :).

    • Ritchie Roesch · November 7

      The X70 is really appreciated by those who own/owned one, but for some reason not really appreciated by those who never tried one. People don’t release what they’ve missed out. An X80 should be a top-priority for Fujifilm, in my opinion, but I don’t think they will. Thanks for the input!

  11. Zachary Ellis · November 7

    I use your recipe for fujicolor natura 1600 daily. I’m very thankful someone went through the trouble of recreating hard to find film stocks <3

  12. Francis.R. · November 7

    That’s great! if it becames more popular beyond people interested in photography then two positive things can happen: a lite model more affordable, and due to many not using their cameras a time in which they will be sold on eBay or other markets : D
    I still shoot film, it is even more expensive, but at least since it has a kind of revival there is still offers of film in my country. It would be stronger, and not as expensive, if not by the pandemics though.

    • Ritchie Roesch · November 7

      I’m really hoping that these people just fall in love with Fujifilm and stick around awhile. I also hope that Fujifilm figures out how to resolve the manufacturing shortage issue so the prices return to normal, at least for the X100V. Thanks for the input!

  13. Angus S · November 7

    You are single-handedly the reason why friends and family no longer have to wait to see photos. Plus, why I shoot with the same tenacity as I did when I first picked up the hobby!

    The trend shall pass as it always does, but our photo libraries will always be rich!

    • Ritchie Roesch · November 7

      I appreciate your kindness! I’m just happy to be helpful. 😀

  14. borisk · December 10

    I wrote a blog post related to this. If someone is interested, here are my two cents on this topic:

    • tabfor · December 11

      Awesome! To pay $1500 for a camera just to find its shortfalls it’s something!

      • borisk · December 11

        I did it only so you don’t have to 😏😏

      • tabfor · December 11

        Thanks, I have two Fujifilm cameras already. 😉

    • Ritchie Roesch · December 12

      Thanks for sharing!

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