Kodak Overtakes Fujifilm as Japan's Top Film Brand in 2025 Survey
According to FilmFocus's second annual survey of 1,337 film photographers conducted between November and December 2025, Kodak has overtaken Fujifilm to become the top film brand in Japan. Kodak's film usage increased to 71%, while Fujifilm's share decreased to 68%, reversing the trend seen in 2024. Kimiyasu Morikawa attributes this shift to Fujifilm's price hikes, which saw color negative stocks rise by 20% and reversal films increase by 30-50%. As a result, 62% of photographers cited 'Cost' as the primary reason for shooting less. The average number of brands used dropped from 3.0 to 2.2, and 61% are now opting for black-and-white films. The survey is exclusively available in Japanese on FilmFocus.
Key facts
- Kodak overtook Fujifilm as Japan's primary film brand, with 71% usage vs 68%.
- Survey conducted by FilmFocus, second annual, based on 1,337 responses from Nov-Dec 2025.
- Fujifilm price increases: ~20% for color negative, 30-50% for reversal film.
- Cost is top reason for shooting less (62%) for second consecutive year.
- Average brands used per photographer fell from 3.0 to 2.2.
- Annual volume nearly flat: 13.9 rolls of 35mm and 7.0 rolls of 120.
- 61% shot black-and-white; Kentmere usage at 16%, CineStill at 12%.
- 67% use only film labs, 25% combine labs with home developing, 8% develop own.
- Lab quality (41%) beats price (24%) and location (20%) in lab choice.
- Survey is Japanese-only, available at FilmFocus.
- Kimiyasu Morikawa leads technical team at New York Public Library.
- Survey sponsored by Naniwa Group.
- Pentax 17 still drives usage a year after launch.
Entities
Artists
- Kimiyasu Morikawa
Institutions
- FilmFocus
- Naniwa Group
- Yodobashi Camera
- New York Public Library
- PetaPixel
- Kodak
- Fujifilm
- Ilford
- Lomography
- Kentmere
- CineStill
- Pentax
Locations
- Japan
- Akihabara
- New York