The “FUJIFILM X half X-HF1,” released on June 26, made a bold debut at number one, far ahead of the competition.
This model is inspired by the half-frame film cameras that remain popular among younger generations even today. It’s a bold offering from FUJIFILM, a company known for reviving film-like photography in the digital age.
Like classic half-frame cameras, it’s designed to shoot in a vertical orientation. It features a 3:4 aspect ratio, a vertical optical viewfinder, and an LCD monitor. The camera also includes playful features like a “2-in-1” mode that combines two vertically oriented images into one, special filters that mimic light leaks and halation effects, and a “Film Camera Mode” that recreates the feel of shooting with a film camera.
This “old-meets-new” camera embodies the concept of “Camera is Fashion,” making it a major focus for Map Camera. Even before its release, various promotional content highlighted its appeal. As a result, a massive number of preorders were received—especially for the charcoal silver model, which exceeded the combined preorder numbers of the black and silver versions.
Unfortunately, initial shipments couldn’t fulfill all preorders, and once again, the manufacturer is facing supply shortages, with no clear outlook on future restocks. Depending on future supply, it could even drop out of the rankings entirely. We sincerely hope it doesn’t follow the same fate as past FUJIFILM releases.
In second place is the “X100VI,” and in third is the “X-M5,” giving FUJIFILM a clean sweep of the top three spots—dominant!
Although there’s a wide gap between them and the top-ranked X half X-HF1, the X100VI and X-M5 continue to show strong popularity. Due to ongoing supply issues, new preorders are not being accepted, and orders are only being taken for units as they arrive. Many customers have been unable to secure one due to bad timing, which ironically seems to be fueling even more demand. We continue to receive inquiries almost daily.
The “FUJIFILM X-T5” ranked 8th, making its first appearance on the chart since placing 5th back in January 2025. Given how frequently FUJIFILM has been in the news, it’s surprising it’s been this long.
While supply has been relatively stable compared to other models, its rank had dropped due to the amount of time since its release. This time, however, it’s the only X Series body currently eligible for a cashback campaign. Combined with our trade-in discount program, demand seems to be picking up again. (The cashback campaign runs through purchases made by August 17, 2025.)
Although compact models have been trending at FUJIFILM lately, we’re hoping the X-T5 can continue holding strong as one of the brand’s flagship offerings.
