Cameras Fujifilm

Fujifilm instax SQUARE SQ1 Instant Film Camera Features Selfie Mode and Will Be Lauched November 6 With Two New Square Film Formats: RAINBOW and MONOCHROME

Fujifilm launches “instax SQUARE SQ1”

– New entry model compatible with popular square format film
– Simple operation for fun photo-shooting experience
– Square format film “RAINBOW” and “MONOCHROME” is also released

Tokyo, October 28, 2020 — FUJIFILM Corporation (President: Kenji Sukeno) is pleased to announce the launch of “instax SQUARE SQ1” (SQ1) on November 6, 2020 in Japan. It will be a new addition to the instax series of instant cameras compatible with square format film, allowing users to enjoy on-the-spot photo printing. SQ1 is an entry model that sought simple design and operability, and delivers a fun square format instax print experience to a broad range of users.

Also accompanying the launch of SQ1 are two square format film. “RAINBOW,” which features various gradations around its frame in different color for each print, and “MONOCHROME,” a monochrome print which users can enjoy artistic photographic expressions. Square format film “RAINBOW” and “MONOCHROME” will be available on November 6, 2020 in Japan.


The instax series has been affectionately called “Cheki” in Japan since its initial launch in 1998. Now many people, especially the younger generation, embrace it in over 100 countries worldwide including Europe, the Americas, China, and Southeast Asia. Offered in this series are card-sized “mini format” prints, “square format” prints, and double-card-sized “wide format” prints. With differently formatted film options, Fujifilm invites users to have fun with instax in many different ways. The series has gained worldwide popularity for its ability to not only print and keep a precious moment right on the spot but also as a new tool with which users can communicate their emotions.

The SQ1 is compatible with square format film, which have been popular among people in younger generations. Fujifilm pursued a simple and stylish design that enables users to carry the camera around in a variety of situations. Featuring only a shutter button for control, the SQ1 makes photo-shooting easy for everybody: it sports a rounded grip for a comfortable hold based on a box form reminiscent of square format film, and its matte feel is also key to the camera’s ever-attractive design.

The series comes in three colors: Terracotta Orange, a vivid color that could work as an attention-grabbing fashion item; refreshing Glacier Blue; and Chalk White, which can easily blend with any type of style.

Compared with mini format film, known as the typical size of instax film, square format film can cover a wider range and it is suitable for group shots and landscape photos. Furthermore, square format film can capture the subject with the background and atmosphere of the setting, broadening the user’s pallet of photographic expressions. They are well-liked across countries and generations, because by taking advantage of the 1:1 aspect ratio and arranging creative composition, square format film can turn casual scenes into quality photos.

The SQ1 gave special attention to simple operability so that users can enjoy square format photo prints with ease. It automatically senses ambient light when the user powers it up with a turn of the lens barrel and presses the shutter button after readying the camera. It features the “Automatic Exposure” function, optimizing shutter speed and flash output according to the scene. Users can take quality photos ideally exposed to the main subject and background in a variety of situations, ranging from a bright sunny day outdoors to a dark, indoor condition.

Users can also switch to the Selfie Mode and shoot away immediately by turning the lens barrel to power on the camera, and then turning the lens again toward the same direction.


Fujifilm is also launching cases that feature shoulder straps, useful when carrying the camera around. They will come in three colors matching SQ1’s colors.


Fujifilm will continue to expand the world of the “instax” instant photo system that allows people to enjoy on-the-spot photo printing.

1. Product name

(1) Instant camera “instax SQUARE SQ1”


(2) Square format film “RAINBOW”


(3) Square format film “MONOCHROME”


2. Release date in Japan

(1) Instant camera “instax SQUARE SQ1” (available in three colors): November 6, 2020
(2) Square format film “RAINBOW”: November 6, 2020
(3) Square format film “MONOCHROME”: November 6, 2020

3. Price

Open price for (1), (2), and (3)

  • * The shoulder strap-featuring camera cases is also open price

4. Main features

(1) “instax SQUARE SQ1”

  1. i) Automatic Exposure function for attaining optimum shooting settings for any scene
    Users can take photos optimally exposed to the main subject and background in situations including indoors and low lights, producing high-quality instant photo prints on the spot.

  • The SQ1 can properly expose the background in low-light rooms and capture facial expressions clearly!
  1. ii) Selfie Mode for taking selfies and close-ups with ease
    Users can activate the Selfie Mode, which is perfect for selfies and close-up shots, by simply giving another turn to the lens barrel after powering up the camera. There’s no need to attach an external close-up lens, which makes it easier to take selfies.
  2. iii) Design features
    Fujifilm sought an easy-to-use, ever-attractive and simple design. The SQ1’s rounded grip not only offers a good hold but accentuates the design. The camera comes packaged with a grip attachment: a rubber-made, textured and slip-resistant piece that users can attach to the backside of the SQ1’s grip. Adding this attachment will provide better hold and allow for a more steady photo-shooting experience.


(2) Square format film “RAINBOW”

  • Rainbow colored frame, very popular as mini format film, has arrived in square format film.
  • This film can be used with all instax SQUARE series of cameras compatible with the square format film.
  • The frame of this film comes in gradient colors. Users can enjoy a variety of hues, which add an uplifting and cheerful feel to the photos.
  • Each pack contains ten films.

(3) Square format film “MONOCHROME”

  • In response to growing demand from users, Fujifilm introduces Square format film “MONOCHROME”.
  • This film can be used with all instax SQUARE series of cameras that are compatible with square format film.
  • Users can take monochrome photos that deliver a nostalgic atmosphere.
  • Each pack contains ten films.

5. Specifications

(1) instax SQUARE SQ1

Film FUJIFILM instax SQUARE instant film
Lens 2 components, 2 elements,
f = 65.75mm, 1:12.6
Viewfinder Reverse Galilean finder, 0.4X, with target spot
Shooting Range 0.3m and beyond (use selfie mode for 0.3m to 0.5m)
Shutter Programmed electronic shutter
1/2 to 1/400 sec.
Slow synchro for low light
Exposure Control Automatic, Lv 5.0 to 15.5 (ISO 800)
Film Ejection Automatic
Film Developing Time Approx. 90 seconds (varies depending on the ambient temperature)
Flash Constant firing flash (automatic light adjustment),
Recycle time: 7.5 seconds or less (when using new batteries),
Effective flash range: 0.3 to 2.2m
Power Supply Two lithium batteries (CR2),
Capacity: approx. 30 instax SQUARE film packs (under FUJIFILM test conditions)
Auto Power Off Time After 5 minutes
Other Includes film counter and film pack confirmation window
Dimensions 130.7mm X 118.6mm X 57.5mm
Weight 390g (without batteries, strap, and film)
Package contents Two lithium batteries (CR2), Hand strap, Grip parts
  • * The above specifications are subject to change

(2) instax SQUARE film “Rainbow”

Screen size 62mm X 62mm
Film Size 86mm X 72mm