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Rebirth of Instant Film Cameras: Introducing the New Premium instax mini 90 Neo Classic

November 14, 2013

Instax mini 90 now comes with enhanced features including shooting in double exposure mode and high performance flash

Singapore, 14 November 2013 – FUJIFILM Asia Pacific Pte. Ltd. today announced the launch of the new premium instax mini 90 Neo Classic instant film camera. Combining stylish retro design with a premium built quality, the instax mini 90 Neo Classic offers a full spectrum of camera functions which will allow photographers to evolve their creative visions. Coming with a range of new shooting modes, the instax mini 90 now includes the Double Exposure and Bulb functions. Users will be able to experience the full spectrum of camera functions while still producing high image quality and having fun at the same time.

Instant film cameras “instax mini” are seeing a growing boom again in Asia since 2007 when popularised by Asian pop culture. The “digital natives’ generation”, usually young people in their 20s and 30s, are intrigued with the look and feel of analogue film cameras, hence contributing to this boom. Fujifilm has experienced an exponential growth in terms of sales with its instax camera series in recent years. FY2012 saw an impressive growth from FY 2011 in terms of the number of instax cameras sold worldwide. Fujifilm intends to reach its target of two million instax cameras sold worldwide in FY2013.

“Many users of instax cameras have had little exposure to analogue cameras. Thus, they are amazed that photos can be generated instantly on film without the need to wait. This thus led to the rise of the instax cameras which provides users a creative way to have some fun and give them endless opportunities to create all sorts of images,” said Mr Hiroyuki Sakai, Managing Director, FUJIFILM Asia Pacific Pte. Ltd. He added, “With the launch of this premium instax mini 90, we hope that both the professional and casual camera users alike would be taken to this premium instant camera.”

The new instax mini 90 Neo Classic is now available at all local major retail outlets. For more information on Fujifilm and its products, please visit

About FUJIFILM Asia Pacific Pte. Ltd.

FUJIFILM Asia Pacific Pte Ltd, a wholly-owned marketing subsidiary of FUJIFILM Corporation, Japan, and headquartered in Singapore, was incorporated in 1983. The principal activities of the company include distribution of a wide range of products such as photo imaging, electronic imaging, graphic arts, optical devices, medical systems and life science. It also provides technical and marketing support to subsidiaries and distributors in the Asia Pacific region. The company has since grown to include the subsidiary companies across the region with offices in Malaysia, Thailand, Indonesia, Vietnam, Philippines, India and Oceania. For more information, please visit

About FUJIFILM Corporation

FUJIFILM Corporation is one of the major operating companies of FUJIFILM Holdings. Since its founding in 1934, the company has built up a wealth of advanced technologies in the field of photo imaging, and Fujifilm is now applying these technologies to other new business fields. Fujifilm brings continuous innovation and leading-edge products to a broad spectrum of industries including medical systems/life sciences, graphic arts, document solutions, highly functional materials such as electronic materials, optical devices and digital imaging. Fujifilm aims to help enhance the quality of life of people worldwide by providing top-quality products and services with its leading-edge, proprietary technologies. Through its corporate philosophy, Fujifilm demonstrates its commitment to making a significant contribution to society. For more information, please visit

For media enquiries, please contact:

Michelle Toh (Ms)
Regional Corporate Communications Advisor
CFUJIFILM Asia Pacific Pte Ltd
DID: (+65) 6380 5309

Rosemary Liew (Ms)
Advertising & Promotions Manager
FUJIFILM Asia Pacific Pte Ltd
DID: (+65) 6380 5374
Key Features of the instax mini 90 Neo Classic:
  • High Performance Flash
  • Rechargeable lithium-ion battery
  • 2 shutter release buttons
  • Wide array of shooting functions as follows:
    • Party mode – Captures the background and subject brightly
    • Kids mode – Effective when shooting under low light conditions and also captures fast moving subjects.
    • Brightness control – Low-key or high-key effects can be added to control the brightness of images.
    • Macro mode – Built-in macro lens allowing flawless close up (30cm – 60cm distance) photography.
    • Bulb mode – The shutter remains open (up to 10 seconds) when button is depressed enabling photo capture that shows night views and light streaks. Flash from the camera emits the right amount of light optimising the exposure.
    • Double exposure mode – First-of-its-kind function allows users to superimpose two exposures which will be processed into one print for a truly unique image.