Fujifilm Shines at P&I 2025, Digital Products Matrix Empowers Multi-Dimensional Image Expression
Shanghai, July 17th, 2025 / PR Newswire / -- From July 17th to 19th, the 26th Shanghai International Photography Equipment and Digital Imaging Exhibition will be held at the Shanghai New International Expo Center (SNIEC). Fujifilm (China) Investment Co., Ltd. will showcase its entire series of digital imaging products under the GFX and X systems, as well as solutions for professional users at E1F03 booth, covering an area of over 1,000 square meters, becoming one of the most eye-catching brands on site.
New products dazzle with fusion of precision craftsmanship and innovative technology
This year's new products include the medium format fixed lens camera GFX100RF suitable for professional creation, equipped with a 102MP CMOS II sensor and X-Processor 5 image engine, weighing only approximately 735g, breaking through with a focus ring design and precision aluminum top cover; the all-new fast-shooting tool X half, inheriting the traditional film half-frame aesthetic, supporting 2-in-1 creative montage and rich filters, weighing only 240g; as well as the lightweight mirrorless camera X-E5, featuring five-axis IBIS anti-shake and a 4020MP sensor, providing high-quality images and flip-screen shooting convenience. In addition, the show will also exhibit Fujifilm's first prototype of a film-grade medium format camera, GFX ETERNA, targeting the filmmaking industry to showcase medium format quality and video recording capabilities.
Through these products, Fujifilm not only showcases its technical prowess in the imaging industry but also conveys its profound understanding and inheritance of photography creation. By integrating cutting-edge digital technology with classic film aesthetics, Fujifilm continues to provide creators with more possibilities, allowing image expression to be more diverse and rich.
A variety of immersive settings provide an immersive trial experience
On site, the interactive experience area is equally impressive. Fujifilm has specially designed multiple immersive trial areas. The "Low-Light Challenge Zone" carefully simulates night scenes, indoor low-light environments, allowing visitors to personally experience how GFX and X systems perform in extreme conditions. Visitors can test different camera models' noise control abilities at high sensitivities (ISO 6400-12800) while experiencing the 7.0-level camera body stabilization system, which ensures clear images even when handheld at slow shutter speeds.
In addition, the exhibition area has carefully set up a variety of diverse shooting settings, showcasing Fujifilm's ability to simulate classic film aesthetics through its digital products. From intricate still-life compositions to macro flower shots, building details, and portrait lighting, various real-world shooting scenarios abound, with professional models and props available for visitors to easily test Fujifilm's exceptional performance in high-quality images, dynamic range, and color reproduction.
Professional photographers engage in on-site interactions and experience sharing
Fujifilm has also invited multiple signed-up photographers to participate in on-site courses around different themes. From technology, aesthetics, and creation to exploring new perspectives, the content covers a wide range:
Photographer Ke Kai shares in-depth insights into "GFX's operations and color aesthetics," Xiao Shi lectures on "Mountains near and far are paintings - GFX long-focus cityscapes," Wu Shenjie brings new creative angles with "Thought experiments - GFX portraiture," Wang Ying shares her experience of "Traveling through Kashgar, framing the Pamirs - GFX100RF's freedom," and Bian Bao Lan explores the fusion of light and emotions in "Summer movie scene | Framing your summer story."
From the 102MP technical breakthrough to preserving the film-like focus ring design; from advanced anti-shake systems to classic digital color reproduction - Fujifilm has always been exploring the boundaries of technology and art, pursuing the ultimate image experience while recording life's authenticity. A good photo can transcend time and space, touching people's hearts - Fujifilm continues to break through product design limits, committed to providing creators with a medium for expressing emotions and ideas, hoping that through innovative products and services, it will inspire every photographer to maintain their unique perspective, record the world's beauty and truth, and spread more smiles around.
Background:
Fujifilm Group: Consisting of Fujifilm Holdings Corporation, Fujifilm Commercial Innovation Co., Ltd., with 270 subsidiaries globally, employing over 72,000 people, with sales revenue of ¥31.958 billion in the 2024 fiscal year and operating profit of ¥3.302 billion (as of March 2025).
Fujifilm (China) Investment Co., Ltd.: Fujifilm Holdings Corporation's China business hub, established on April 12th, 2001, with a registered capital of USD 213.4 million.