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

The editor of Digital Camera World, James has 21 years experience as a journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients like Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photo and lighting tutorials, as well as industry news, rumors and analysis for publications like Digital Camera MagazinePhotoPlus: The Canon MagazineN-Photo: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and talks at The Photography Show. He also serves as a judge for the Red Bull Illume Photo Contest. An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.