BCN+R, a Japanese analysis company, has released new data that shows Fujifilm’s market share grew dramatically due to the Instax Mini Evo’s wild success. Because it was so popular, Fujifilm outperformed Sony in market share.

Popularity of the Instax Mini Evo

The Instax Mini Evo was announced in November, and it was released in Japan in December. It will be available in the United States starting in February.

The camera has a 28mm f/2 lens, a small digital sensor, and 10 lens effect modes. Mini Evo prints on many instant films including one that was just launched and has a white border.

Fujifilm INSTAX Mini Evo and prints.

The camera’s $200 price tag is one of its most appealing features. PetaPixel’s Ryan Mense wasn’t particularly impressed with the camera during his review. However, his opinions are clearly in sharp contrast to what Japanese consumers want. The Japanese market for cameras is quite different than the west, even if it’s just one camera.

Fujifilm sold an incredible number of Instax Mini Evo camera models in December. This month, 10.7% of all model-specific camera units were sold at BCN+R. This is a stark contrast to the 2.9% that the third-place camera, a Sony Cyber-Shot E830, commanded. The second-place camera accounted for 6.1%.

Fujifilm leapfrogs Sony to take second place

BCN+R data shows that Fujifilm overtook Sony in December, and moved to second overall in the country in terms of sales by brand for the first time since years.

According to the analysis firm, compact cameras account for 70% to 80% of Fujifilm’s sales volume by type. While manufacturers are decreasing the number of compact digital camera models they produce, Fujifilm is increasing its market share in a segment that many thought was dead.

Fujifilm approaches the compact camera market in a different way than its competitors. Fujifilm is not focusing on digital cameras but instead produces a variety of hybrid digital and film cameras. This appeals to the revival of the analog medium. The Evo Mini is a perfect blend of digital and film. It offers both smartphone connectivity and the instant gratification that comes with a print.

Although Fujifilm’s leap from its historical position of third or fourth in Japan may not last past December, it does show that one cheap, pop-culture-driven product could have the ability to drastically change a company’s fortunes within a specific market.