FUJIFILM Philippines appoints Masahiro Uehara, as new President. Uehara, formerly Managing Director of FUJIFILM Hongkong, assumes the position as the company continues to expand its presence to adapt and respond to customers’ changing needs amid the COVID-19 pandemic.

The Japanese brand, established in the Philippines in 2012 as a sales subsidiary of Fujifilm regional headquarters in the Asia Pacific, has been steadily increasing its presence in the healthcare and graphic industry as well as photographic by making substantial contributions to them.

“Fujifilm Philippines has gone far beyond its roots in photography, using its knowledge and expertise to expand into several other industries and businesses. Our company has grown to be known for its technology-driven solutions, offering complete solutions in various high-tech fields,” said Masahiro Uehara, Fujifilm Philippines newly-appointed President.

In 2019, the company established its first outlet in Cebu to address the increasing demand and make sure that the quality of its products and services in the Visayas and adjacent places in Mindanao are maintained.

At present, Fujifilm offers a wide range of products and services such as Healthcare (medical equipment and pharmaceuticals); Materials (graphic systems, inkjet printers, semiconductor materials, and recording media); Business Innovation (digital color multi-function devices and printers for office use, as well as services for business solutions); and Imaging (including photo and imaging devices such as mirrorless and instant cameras, and photo printing services).

Revolutionizing healthcare through technology

Fujifilm Philippines started offering comprehensive healthcare solutions to the local market after its parent company, Fujifilm Corporation, acquired the diagnostic imaging-related business of Hitachi, Ltd. in March 2021. It covers computed tomography (CT) and magnetic resonance imaging (MRI), X-ray, ultrasound systems, endoscopy, in-vitro diagnostic systems, and picture archiving and communications systems (PACS).

As the world grapples with the effects of the COVID-19 pandemic, Uehara said Fujifilm Philippines is now focusing on the health and well-being of the Filipino people. At the height of the pandemic, Fujifilm Philippines installed FDR Go PLUS, a digital mobile X-ray, in various hospitals across the country to help frontliners do chest X-rays and determine patients with COVID-19 symptoms.

“Our products will help healthcare providers diagnose and treat more patients at a faster rate while also providing greater patient comfort and safety. Fujifilm will continue to provide a range of products and services that address the needs of healthcare personnel, helping to improve medical care and supporting the well-being of people,” he said.

One of the global leaders in photography

As one of the global leaders in photography the company has introduced mirrorless cameras in the Philippine market through Fujifilm X series camera. Mirrorless has the same creativity and image quality of a DSLR but are smaller and has a lighter body that’s easier to use. It is great for travel, blogging, vlogging, and capturing everyday memories. It also offers interchangeable lenses.

The company launched in November 2022, Fujifilm X-T5, the latest mirrorless camera in its award-winning X-series. Fujifilm X-T5 offers a unique shooting experience with its latest sensor, fast processor, and advanced autofocus system. It has a lightweight body and analog dials that provide a unique and authentic shooting experience.

“Our goal is to be able to let more people try our cameras and lenses. We want people to think that the Fujifilm GFX/X-Series is a compact yet advanced and reliable system that allows them to create beautiful images and videos. We also want them to think that the GFX/X-Series is an extension of their creativity – a tool that realizes their creative vision,” said Uehara.

Fujifilm instax continues to be one of the leaders in the instant camera industry around the globe due to its popularity especially with Millennials and Gen Z.

instax is easy to use, making it perfect for capturing life’s special moments. It also offers creative ways for users to customize their prints and share them with friends and family. With just a press of a button instax can instantly capture a moment in seconds with high quality prints.

Among the latest instax camera making waves in the market is the instax mini Evo.  Fujifilm instax mini Evo is considered the best venture at a hybrid instant-and-digital camera. It offers all the analog charm of an instant camera but with digital control over which images to print on an instax mini film using a small LCD screen. Fujifilm instax mini Evo’s digital control over prints gives assurance that you’ll get to print only your favorite shots. A smartphone app unlocks features that people will have fun to explore, including remote shooting and printing images from a smartphone library.

“In photographic field, we think it’s Fujifilm mission to spread a joy of taking photo, printing and share with others through providing our products, such as digital camera, instax, photo finishing related, in Filipino society. We will carry on our daily business activities with the belief that providing our products and services more widely will further enrich the quality of people’s lives,” said Uehara.

Fujifilm Graphic Systems

Fujifilm Philippines has not only been successful in the healthcare and photographic market, but its Graphic Systems Division has also established itself as a strong player in the offset, flexo, wide-format, print on demand businesses for commercial, labels and packaging, publishing, signs and advertising purposes of Fujifilm’s advanced digital and offset printers are being used by various players in the printing industry in the Philippines.

“While our flexo business is also relatively new in the market, introduced only in the latter part of 2021, we have high hopes that our market for this will increase soon,” Uehara shared.

The company will continue its promotion of offset printing highlighting its eco-friendly Processless CTP Plates that helps businesses save production cost and contribute to reducing environmental impact.

Uehara said Fujifilm Philippines is looking to expand its digital machine lineup and services this year to

meet the needs of the local market.

“Fujifilm Philippines is always looking for ways to improve our service and make our products more accessible to customers. We are confident that we can help the local businesses in the Philippines to reach their goals and grow their businesses even further,” he said.

In line with its “NEVER STOP” global campaign, Fujifilm Philippines is now pushing the frontiers of the digital printing market by providing customers with various solutions and services. By continuously investing in digital printing technologies and solutions, the company is committed to providing customers with quality products and services that meet their needs.

For more information about Fujifilm Philippines, visit www.fujifilm.com/ph.