Fujifilm Korea unveils 'instax SQUARE 2' instant camera with a film-inspired aesthetic

[Financial News] Fujifilm Korea is unveiling a new model in its instax SQUARE series of instant cameras, which use square film. The new model features improved functionality that lets users select a mode based on shooting distance, as well as a filter that adjusts the color tones of photos. Its price is also lower than that of its predecessor, targeting first-time instant camera buyers.
Fujifilm Korea said it will officially launch the instant camera 'instax SQUARE 2' on the 17th. The successor to the 'instax SQUARE SQ1,' launched in 2020, it uses 1:1 square film, with equal width and height. It takes about 90 seconds for a photo to develop after it is taken.
The biggest change is to the shooting functions. Unlike the previous SQ1, which supported two shooting modes—Standard and Selfie—SQUARE 2 offers three: Landscape (3 m or more), Standard (0.5–3 m), and Close-up (0.3–0.5 m). Users can choose a mode based on their distance from the subject, and the camera also supports automatic exposure and automatic flash.
The camera also features the first mood-filter switch in the SQUARE series. Users can choose from three settings: 'Warm,' which produces warm color tones; 'Cool,' which emphasizes blue tones; and 'OFF,' which retains the default color tones. The feature adjusts the colors of photos during shooting, without separate post-processing.
The camera retains the system of turning the lens to switch the power and shooting modes. In Close-up mode, users can take selfies using the mirror built into the camera body. It comes in three colors: Misty White, Slate Blue, and Brick Red.
Fujifilm Korea has set the retail price of the SQUARE 2 below that of its predecessor. However, it did not disclose the specific selling price in this announcement. Its main target is consumers in their 20s and 30s who are using an instant camera for the first time.
A new film design, 'Soft Haze Square Film,' will also be unveiled. A filter is applied directly to the film to produce soft, warm color tones. It is the first instax film to feature a filter since monochrome film.
Ahead of the official launch, presales will run from the 10th through the 16th at select offline stores. Reservations will be accepted over the same period at the official online store, Fujifilm Mall, and on KakaoTalk Gift. Offline buyers will receive 10 sheets of SQUARE film and a 10,000-won discount, while online customers who preorder will receive 10 sheets of SQUARE film and 10 sheets of Soft Haze film.
Fujifilm Korea also plans to run influencer-linked campaigns in November and December, along with 'S-Cut Club,' a photography outing program for consumers. 
[email protected] Yoon Hong-jip Reporter