Fujifilm claims that the X half is “popular” but people on the internet seem to strongly disagree. So which is it: brilliant or bust? Is the Fujifilm X half highly successful or a failed product?
The “popular” claim comes from a statement by Fujifilm after the X half won the Nikkei Excellent Products and Services Award in the Trend Category. Fujifilm wrote on X, “The popular compact digital camera ‘X half’ won the ‘2025 Nikkei Excellent Products and Services Award Trend Category Award’! The award ceremony was held in Tokyo on February 2nd, and the award certificate was presented.” Then, in Fujifilm’s Q3 Business Summary Report, Fujifilm credits the GFX100RF, X half, and X-E5 for expanded sales and revenue growth in the imaging department, which seems to corroborate the claim that the X half is popular.
Why do so many across the internet disagree? There are a few reasons, one of which is that a lot of camera stores regularly have the X half in stock at any given time, while the same can’t be said for some other Fujifilm cameras, like the X100VI. Another reason is that used models seem to be in abundance on eBay, KEH, MPB, etc., and for notably less than MSRP. A third reason is that Adorama recently was giving away an X half with the purchase of an X-T5. A final reason is probably just from all the negativity around the internet—how can a camera that’s been trashed so much possibly be popular?
The answer is simple: the Fujifilm X half is wildly popular in some parts of the world, and is at best only moderately popular in some other regions. For example, the X half was the most-sold camera in Japan last summer, outselling not only every single other Fujifilm camera, but every camera by every company. In many Asian markets, the X half is one of the most trendy cameras, even more so than the X100VI, the most viral camera of all time. Don’t quote me on this, but I’ve heard twice now that China is Fujifilm’s top market, even larger than U.S. sales (there’s probably some truth to that, even if it turns out to not be completely accurate). If it’s doing well in China, it’s doing well, period. When viewed overall globally, the X half can be described as popular and can be credited in-part for Fujifilm’s revenue growth, even if the camera is only selling so-so in some countries, like America.
Above: Various pictures captured with the Fujifilm X half
All those who hate the X half and scoff at it because it’s not for them (apparently, every release has to be for them, personally), can’t fathom or accept the camera as popular, award-winning, and successful. But it is. It’s just not popular everywhere on Earth, and that’s ok. Does it need to be? If it’s extraordinarily popular someplace, it can afford to be only moderately so in some other locations. Besides, there’s still time for it to catch on in the lackluster markets, once people realize how fun it is and how great it is for casual snapshots. After all, the X100V didn’t go viral until over two years after it was first released. We have an X half in our household, and whenever we go someplace—between myself, my wife, and my four kids—someone is using it.
The real measure of success for the X half has less to do with sales numbers than with the mission of the camera itself. It’s intended to be a bridge between Instax and the X-series. Instax is much bigger than X and GFX combined. Most Instax users have never owned an X-series model. How do you get some of those folks to dip their toes into the X-series, and potentially become future customers? The X half, of course! Just throwing out numbers and speculating, but say the camera ends up selling 500,000 copies worldwide over its production run, and 20% of those are first-time X-series purchases from folks with Instax experience (either current or former users); now, if just 20% of those later buy a different X-series camera (like the X-M5, X-T30 III, X-E5, or X100VI), Fujifilm has grown their X-series customer base by 20,000 photographers simply by tapping into a market segment that’s largely ignored by the industry at large. The camera market is highly competitive, and there are only so many growth opportunities, so this type of outside-of-the-box thinking makes a lot of sense.
Why should any of us care? First, you certainly don’t have to care. Fujifilm is just another large corporation trying to earn big profits. For me, I want Fujifilm to be successful because I appreciate using their products, and sales successes or failures today will shape the future of their products. If the X half is a complete failure like some assume it is, then we can safely bet that it will be the only 1″ sensor camera that Fujifilm releases for a long time, if not ever; however, if it is indeed “popular” and a notable reason for revenue gains, well, don’t be surprised to see another camera developed with that sensor, perhaps a compact zoom along the lines of the X30 or XQ2. That’s why I’m interested in this topic personally.
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Fujifilm X half in black:
Amazon, B&H, Nuzira
Fujifilm X half in silver:
Amazon, B&H, Nuzira
Fujifilm X half in charcoal:
Amazon, B&H
Just please correct your math, 20% of half a million is 100,000
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if just 20% of those later buy a different X-series camera (like the X-M5, X-T30 III, X-E5, or X100VI), Fujifilm has grown their X-series customer base by 20,000 photographers simply by tapping into a market segment that’s largely ignored by the industry at large.
Maybe I didn’t state it clearly. I meant 20% of the 20%. So 20% of 500K is 100K, and 20% of 100K is 20K.
Another possibility… CHANNEL STUFFING.
You do not explicitly discuss it by name or concept. However, you inadvertently describe several classic symptoms of it without connecting the dots:
1. Retailers regularly have X half in stock — unusual for Fujifilm cameras, which are typically supply-constrained
2. Used models abundant on eBay/KEH/MPB at below MSRP — suggests units flowing through the channel faster than end-user demand absorbs them
3. Adorama bundling the X half free with X-T5 purchases — a strong signal that a retailer is trying to move excess inventory
Channel stuffing is when a manufacturer ships large quantities to distributors/retailers to book revenue, regardless of actual end-consumer demand. The signs above are consistent with that pattern in Western markets. Three names: Sunbeam, Lucent, Royal Ahold. Each led to massive investor concerns.
Sell-in refers to the quantity of products a manufacturer sells to a retailer, while sell-through measures how much of that stock is sold to customers. Fujifilm uses distributors and retailers to sell its products. They typically report on sales figures and other financial metrics related to their distribution channels, while their retail partners report (if required), sell-through. On a huge launch like X-HALF, they will have enormous sell-in that will pad the initial numbers and let them declare victory on “popularity” when all they have actually achieved is product placement…
…sell through is a very different beast.
If this is Sunbeam-level channel stuffing, heads may roll, and some may go to jail.
No, I don’t think so. I had a conversation with one of Fujifilm’s sales reps recently, and he told me that Fujifilm doesn’t count stock in camera stores as sales, only units that camera stores have actually sold. And camera stores apparently don’t pay in advance (or at least aren’t required to) for stock, essentially Fujifilm loans it to the store until it is sold (or for a time so that it has the opportunity to sell). At least that is what I understood from the conversation. So it doesn’t sound like what you describe at all.
The best camera is the one you take with you and as you say even an X100-series is not exactly pocketable, especially in summer clothing. So I love my Fujifilm X Half and its speed of use. It’s like blinking an eye to capture a quick photo and the constraints are quite liberating. I don’t understand the nay-sayers: just to have vertical format is also interesting, both restricting and liberating and encouraging instant creativity. To me the Half means I can go out with a group of friends who aren’t photographers and document the day without trying their patience, and they have mementos to see afterwards. Fujifilm knows how to make photography exciting and fresh and cool. And I don’t see why it would do a purist photographer any harm sometimes to chill out with this sort of camera for a different and relaxed experience—not saying that’s compulsory, of course!
That’s exactly how I feel, 100%. My only problem with the X Half is that other members of my family also want to use it, so it’s not always available to me. Especially if I have a different camera already, I’ll get, “You have that one, so why do you need this one, too?” I should get a second (and maybe third!) copy in my house. Thanks for the comment!
It’s the dichotomy of the hemispheres that intrigued.
No camera has suited me since my last Rollei TLR.
I combine elements I need and try to live with it. If it works, all well and good. If it is a struggle, I try to learn and do it more efficiently next time.
Only question. I have never used the camera capability of a phone. How would the results compare with the “half”?