Fujifilm’s single-use film camera QuickSnap, known in Japan as Utsurun Desu, celebrated its 40th anniversary this month, buoyed by renewed interest in analog photography among younger consumers.

First launched on July 1, 1986, the camera became a major hit in the 1980s and 1990s by making photography simpler and more accessible. Its presence faded with the rise of digital cameras and mobile phones, but the physical experience of turning the film advance wheel, looking through the viewfinder and pressing the shutter has attracted a new generation of users in recent years.

The original product was developed around the concept of helping anyone be able to take photos easily anywhere and at any time. Back then, cameras were expensive, difficult to operate and not commonly carried around.

Fujifilm developed the product using the innovative idea of attaching a lens to the film. Aggressive cost-cutting allowed the company to set the initial price at ¥1,380, with later versions selling for less than ¥1,000.

The product came equipped with a flash, and over time, its paper exterior was replaced with plastic. TV commercials featuring celebrities such as Japanese rock musician Demon Kakka also helped spread the popularity of the camera.

“It was an absolute necessity to take on school trips,” a woman in her 50s said, recalling her high school years. “We would get the photos developed, show them to our friends and order extra prints.”

Sales declined after peaking around 1997 as digital cameras and mobile phones became widespread. However, demand began recovering in the second half of the 2010s.

Discount retailer Don Quijote said sales have risen steadily since the COVID-19 pandemic, while lifestyle retailer Loft has at times struggled to maintain sufficient inventory.

“It feels more special than taking photos with a smartphone,” said an office worker in her 20s who uses the camera while traveling.

A woman in her 20s visiting Ginza’s Loft in Tokyo from China bought two cameras, saying, “I want to take lots of photos in Japan.”

Fujifilm has sold more than 1.7 billion units of the camera to date. From August onward, the company plans to release its first new models in 20 years: a waterproof version expected to cost about ¥4,480 and a black-and-white film version priced at about ¥4,300.

“We will develop products and services that expand the unique photographic experience offered by QuickSnap” a Fujifilm representative said, expressing confidence that the camera can remain a success.