Fujifilm can’t keep up with TikTok’s retro-camera craze for the X100
![Fujifilm can’t keep up with TikTok’s retro-camera craze for the X100](https://images.fastcompany.com/image/upload/w_1280,q_auto,f_auto,fl_lossy/wp-cms-2/2024/06/p-1-91148708-Fujifilm-once-struggled-to-sell-cameras.-Now-it-cant-keep-up-with-demand.jpg)
The company is struggling to meet demand for its $1,599 camera, prized by young social media fans for its looks and high-end functions.
For years, Japan’s Fujifilm pivoted away from its legacy camera business to focus on healthcare. But thanks in large part to the TikTok crowd, its retro-themed X100 digital cameras are now a roaring success, boosting its bottom line.