FUJIFILM Raises Camera Prices in Japan by up to 15% – GFX100 II, X100VI, and X-E5 Affected

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by Johnnie BehiriToday

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FUJIFILM has raised prices in its home market. Since October 1, 2026, the GFX100 II, GFX100S II, GFX100RF, X100VI, X-E5, and X-T50 cost between 6 and 15 percent more in Japan, with instax cameras climbing by as much as 23 percent. The notice went out just one day before the new prices took effect, and it follows earlier increases in the US and Europe.

The announcement comes from FUJIFILM Imaging Systems, the company’s Japanese sales arm, in a notice dated September 30. It covers 16 products in total: eight camera bodies and kits, one lens, five instax cameras, and two instax smartphone printers. According to the company, digital cameras rise by 6 to 15 percent, the XF500mmF5.6 R LM OIS WR by around 12 percent, instax cameras by 6 to 23 percent, and the instax printers by 7 to 12 percent.

What the new prices look like

The notice itself only gives percentage ranges. The figures below are the tax-inclusive prices listed in FUJIFILM’s own Japanese online store at the time of writing, set against the previous list prices (dollar conversions at roughly ¥158 to the US dollar, and keep in mind that Japanese prices include 10 percent consumption tax):

• GFX100 II (body): ¥1,270,500 to ¥1,456,400 (around $9,220), +14.6%
• GFX100S II (body): ¥847,000 to ¥965,800 (around $6,110), +14.0%
• GFX100RF: ¥830,500 to ¥948,200 (around $6,000), +14.2%
• X100VI: ¥281,600 to ¥315,700 (around $2,000), +12.1%
• X-E5 (body): ¥246,400 to ¥264,000 (around $1,670), +7.1%
• X-E5 with XF23mmF2.8 R WR: ¥281,600 to ¥298,100 (around $1,890), +5.9%
• X-T50 (body): ¥246,400 to ¥264,000 (around $1,670), +7.1%
• X-T50 with XC15-45mmF3.5-5.6 OIS PZ: ¥264,000 to ¥281,600 (around $1,780), +6.7%

The medium format line takes the hardest hit. The GFX100 II, FUJIFILM’s most video-capable stills body, now costs ¥185,900 (around $1,180) more than it did last week. On the instax side, the mini LiPlay, mini LiPlay+, mini Evo, mini Evo Cinema, and WIDE Evo are affected, along with the mini Link 3 and SQ Link printers.

What is not on the list

For filmmakers, the omissions matter as much as the increases. The X-H2S, X-H2, and X-M5 do not appear in the notice, and neither does the GFX ETERNA 55 or any lens other than the 500mm telephoto. The Japanese store still lists the X-H2S at ¥383,900 (around $2,430).

Whether that holds is an open question. The notice makes no statement about further rounds, and FUJIFILM has not said why these particular models were selected. All of them are high-demand products, and the X100VI in particular has been hard to buy at list price in Japan since its launch.

One day of warning

European buyers got a transition period of a full month when prices went up there over the summer, with some dealers honoring old prices through the end of August. In Japan, the gap between announcement and effect was a single day. Anyone who had been weighing up a GFX purchase had no realistic chance to react.

The Japanese notice speaks of rising costs for materials, manufacturing, and logistics. FUJIFILM writes that it tried to absorb these through production efficiency and cost cutting, but that this is no longer possible “through corporate efforts alone”.

The third region in just over a year

This is now a pattern. FUJIFILM raised its US prices in August 2025, back then in the context of tariffs, and followed with Europe this summer. The models overlap heavily: the X100VI, X-E5, X-T50, and GFX100 II were on the European list too.

The backdrop is the same one we have been reporting on all year. Memory and component prices keep rising as AI data centers absorb production capacity, and camera makers are passing the cost on. As a reminder, earlier this year FUJIFILM reported that imaging has become the group’s biggest earner, which suggests demand is strong enough to carry higher prices.

Are rising camera prices changing what or when you buy, and do you expect the X-H2S and GFX ETERNA 55 to be next? Don’t hesitate to let us know in the comments below!