Why is there a shortage of Cheki film—is it only in Japan or is it a global issue?

1. Revival of the Analog Photography Boom and the "Demand Shock"

The Instax, released in 1998, is set to surpass 100 million units in 2024 ※1. Particularly among Gen Z, the "unpredictability absent in digital" and the "culture of sharing physical prints" have spread through TikTok and Snapchat, with reports indicating a 20% year-on-year increase in instant camera sales in the UK ※2. This rapid surge in demand has initially sparked a "shortage."
thetimes.co.uknote.com

2. Fujifilm as the Sole Producer: Structural Constraints on the Supply Side

INSTAX film features a silver halide multilayer structure, making new market entry difficult due to high capital investment requirements. In reality, Fujifilm is the only company globally with mass production lines, with manufacturing facilities primarily concentrated in one plant in the southern Kinki region. Fujifilm announced an investment of over $30 million from 2022 to expand production capacity by 40% compared to 2021 by fiscal year 2025 ※3, but the new line's operation is gradual and lacks immediate effectiveness.
digitalcameraworld.comfujifilm.com

3. High Raw Material Costs: Surge in Silver Prices and Chemical Costs

Silver halide is indispensable for the photosensitive layer of film, but silver prices rose 35% since the beginning of 2024, reaching over $32 per ounce ※4. In a survey of Japan's photographic film market, many businesses cited "raw material costs" as the primary factor for rising film prices ※5. Additionally, inflationary pressures have affected petroleum-derived PET substrates and packaging paper, increasing manufacturing costs.
luckboxmagazine.competapixel.com

4. Logistics and Supply Chain: Lingering Post-Pandemic Effects

The shipping delays and container shortages that became apparent from 2020 to 2022 have not been fully resolved, with the lead time for importing paper materials and chemicals reportedly extended by an average of 2-3 weeks. Fujifilm's management acknowledged in a shareholder Q&A that "supply delays are largely being resolved, but there are still situations where demand exceeds supply" ※6.
fujirumors.com

5. Idol Photo Sessions "Cheki-kai" Creating Another "Demand Shock"

In the world of Japanese underground idols and cosplayers, it has become common for fans to purchase "cheki tickets" (around 1,000 yen each) after live performances or events to take two-shot photos with members, who then sign or comment on the photos.


Manager Haruka Iha (MILLE FLEURS) told ABEMA in an interview, "70% of the group's total sales come from cheki revenue. Securing film is the top priority every day." ※14.

The impact of the film shortage is—

• Sales Limitations: In major camera stores in Tokyo, the purchase limit of "one box per person" has become the norm.

• Increase in Procurement Costs: When offices and event companies purchase online, prices can be 25-30% higher compared to 2023.

• Overseas Expedition Costs: Idols traveling to pop culture events in Korea and Taiwan increasingly carry film for photo sessions from Japan, as local procurement is difficult.
  
  
  

Not only underground idols but also major online special events and K-POP fan meetings have adopted "signed Instax" as a perk, driving up film demand across Asia. This "localized and sudden mass consumption" at live venues momentarily depletes distribution stock, limiting purchasing opportunities for general consumers, which cannot be overlooked.
times.abema.tv

6. The Mechanism and Regional Differences of Price Increases

The rate of price increase is highest in Japan, but in North America and Europe, it is slightly restrained by absorbing exchange rate gains. The North American branch stated, "There are no plans for price revisions at this time" ※10, but if high raw material costs continue, it is highly likely to affect each region.
digitalcameraworld.com

7. The "Intentional Shortage" Controversy—Fact or Urban Legend

On the internet, conspiracy theories suggesting "Fujifilm is deliberately limiting supply through FOMO marketing" are seen, but industry watchers counter, "The result of lean production limiting inventory simply couldn't keep up with the sudden increase in demand" ※11. There is little rationality for a company to intentionally continue a shortage at the expense of long-term brand value.
fujixweekly.comdiyphotography.net

8. Shortage of Other Films (Polaroid) as Well—An Industry-Wide Issue

Backorders for Polaroid i-Type and SX-70 films have been increasing globally since the second half of 2024 ※12. Constraints on production lines and raw materials are cross-industry issues and not just a "cheki problem."
reddit.com

9. Manufacturer's Measures and Future Outlook

• Investment in Production Increase: As mentioned earlier, a 40% increase in production capacity by 2025.

• Diversification of Raw Material Procurement: Accelerating silver recovery recycling and bio-based PET research.

• Gradual Implementation of Price Pass-Through: A policy to mitigate consumer burden through an annual sliding scale is being considered (according to industry insiders).
  
  
  

Many believe that the "extreme shortage" will ease by the latter half of 2025, but prices are likely to remain high.

10. Three Self-Defense Measures Users Can Take

1. When buying in bulk, be mindful of inventory risk and expiration dates (shooting deadlines).

2. Use hybrid cameras (such as Instax Mini Evo) to select shots before printing—this can help reduce wasteful shots.

3. In shared events, utilize shared purchases or rental services—as of 2025, film rental is estimated to be 10-15% cheaper per sheet. *13
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11. Conclusion

The shortage of Instax film is the result of a global-scale "triple whammy" of rapidly expanding demand, reliance on a single supplier, and soaring raw material costs. Manufacturers are responding with increased production and price pass-through, but users are also at a juncture where they need to consider how to enjoy "expensive film efficiently." While signs of supply improvement are expected by 2026, sustaining the film culture will require a triadic cooperation between manufacturers, distribution, and consumers.

Reference Article List

1. The Times Online "Retro cameras back in the frame for Gen Z snappers" (2024-07-12)thetimes.co.uk

2. Shinya Nishihara "Instax with a total worldwide shipment of 100 million units is in short supply" note (2025-05-29)note.com

3. Digital Camera World "Fujifilm just spent $30.5 million to make more Instax film" (2023-12-15)digitalcameraworld.com

4. Fujifilm Corporation Press Release "Facility enhancement for increased Instax film production" (2023-12-15)fujifilm.com

5. Luckbox Magazine "Silver prices up nearly 35% in 2024" (2024-05-22)luckboxmagazine.com

6. Japan Photo Film Market Survey 2024 Edition (Petapixel PDF, 2025-02)petapixel.com

7. Reddit / r Instax "Instax mini film shortage – Australia" (Posted 2025-06-05)reddit.com

8. Reddit / r Instax "New film pricing at Walmart" (Posted 2025-02-11)reddit.com

9. Fuji Rumors "Instax gets up to 25% price increase in Japan" (2024-08-01)fujirumors.com

10. Digital Camera World "Fujifilm film prices bumped as high as 52% in Japan" (2025-04-10)digitalcameraworld.com

11. Fuji X Weekly "No, Fujifilm is NOT purposefully causing camera shortages" (2024-12-05)fujixweekly.com

12. Reddit / r Polaroid "Shortage of film?" (Posted 2024-09-03)reddit.com

13. TaviShot! "【Revised 2025 Edition】Where is the best place to buy Instax film?」（2025-05-28）tavishot.com