Kodak Has Overtaken Fujifilm as Japan’s Film Brand of Choice
A Japan film-usage survey by FilmFocus (Nov-Dec 2025, 1,337 responses) shows Kodak overtook Fujifilm as the top film brand. Kodak was used by 71% vs Fujifilm 68%, reversing 2024. The study cites Fujifilm price increases and shows photographers shooting less due to cost, while volume stays flat.
How this was made
The 30-second read
Why it matters
Kodak’s reported lead over Fujifilm in Japan is a brand-share signal, while the broader findings emphasize cost sensitivity and reduced shooting frequency, implying volume pressure despite consolidation.
Market read
This is a consumer survey-based brand-share update, not a financial disclosure, so tradable impact is likely limited and mostly narrative-driven.
What to watch
The survey highlights cost-driven behavior and reduced rolls per photographer, which could pressure overall industry volumes even if Kodak gains share.
Background
FilmFocus runs a recurring Japan film-usage survey (second year) sponsored by Naniwa Group, based on Nov-Dec 2025 responses.
Ticker impact
Survey data says Kodak film usage rose to 71% of Japanese respondents versus Fujifilm’s 68%, reversing 2024.
Likely limited near-term impact; any effect would be indirect via sentiment and longer-term brand share.
The piece is a consumer survey and does not include Kodak financials, guidance, or confirmed shipment/revenue changes. It may influence narrative around brand share, but magnitude and timing are uncertain.
Market effects
Could modestly support the film/photography supply-chain narrative that consumers are consolidating on staple and cheaper stocks rather than quitting film.
Japan-specific brand-share shift may affect local film demand expectations and lab/processing ecosystem sentiment.
The author suggests North America may track similarly, but the evidence is anecdotal and not quantified for other regions.
Counterpoint
Brand usage share in a survey may not translate into revenue or profitability, especially if price increases and mix shifts offset volume changes.
Key entities
- companyKodak
Film brand reported as used by 71% of Japanese respondents, overtaking Fujifilm’s 68% in the survey.
- companyFujifilm
Film brand reported as used by 68% of respondents, down relative to Kodak in the survey’s year-over-year comparison.
- organizationFilmFocus
Runs the recurring Japan film-usage survey used for the article’s conclusions.
- organizationNaniwa Group
Sponsor of the survey and a major Japanese photography equipment chain.
