Fujifilm brags that it has "found a new gold mine" – but what IS it?

Teiichi Goto, president and chief executive officer of FujiFilm Holdings., at the company's headquarters in Tokyo, Japan, on Thursday, July 8, 2021.
Teiichi Goto, president and chief executive officer of FujiFilm Holdings (Image credit: Shoko Takayasu/Bloomberg via Getty Images)

Fujifilm is doing well. Real well. So well, in fact, that its president and CEO is bragging that he has "found a new gold mine".

It's well known that the camera industry has been in decline for years, but Fujifilm has been bucking the trend by finding great success where others have seen struggle. Indeed, not just success but growth

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James Artaius
Editor

James has 22 years experience as a journalist, serving as editor of Digital Camera World for 6 of them. He started working in the photography industry in 2014, product testing and shooting ad campaigns for Olympus, as well as clients like Aston Martin Racing, Elinchrom and L'Oréal. An Olympus / OM System, Canon and Hasselblad shooter, he has a wealth of knowledge on cameras of all makes – and he loves instant cameras, too.