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Fujifilm Wants “More Smiles” in 90th Anniversary Message



Did you know Fujifilm has been around for 90 years?

Think about that for a moment and consider how far we’ve come since Fuji Photo Film Co., Ltd. was established in Japan in 1934.

Head office for Fuji Photo Film Co., Ltd 90 years ago CREDIT: FUJIFILM

Back in 1989 I worked at one of the top Fujifilm processing labs in the world – here in Sydney. So I’ve been along for the ride.

Check out 90 years of Fujifilm here

Now in this digital age, Fujifilm is celebrating its 90th anniversary with the launch of the company’s first ever Global Purpose, ‘Giving our world more smiles’, underscoring the company’s commitment to bring diverse ideas, unique capabilities and extraordinary people together to change the world.

The new Global Purpose also reflects the role of Fujifilm Group in bringing smiles globally through innovative products for the past 90 years and the aim for the entire Fujifilm group to guide employees, customers and the community toward a shared future.

“Fujifilm’s 90th anniversary celebrates the rich diversified history of our brand and our journey through a wide range of industries and products that have enriched and changed countless lives,” said Fujifilm Australia CEO Richie Matoba.

Fujifilm Australia CEO Richie Matoba

“It is also a commitment to the future, with the belief that our product range and proprietary technologies will be successful in giving our world more smiles.”

Motion picture and graphic arts film launched in 1934 CREDIT: FUJIFILM

Since its foundation, Fujifilm has been dedicated to providing products and services based on its advanced and proprietary technologies to bring smiles to people’s faces. In achieving sustainable growth and with its employees as the driving force, the company aims to propel the Fujifilm group toward realising the new Global Purpose as an embodiment of shared aspiration.

X-ray film launched in 1936 CREDIT: FUJIFILM

Fujifilm’s new Global Purpose is one of its most unique and wide-ranging initiatives to date as it encompasses all of the company’s divisions, including medical systems, photo imaging, recording media and electronic imaging.

First colour film released in 1948 CREDIT: FUJIFILM

The new Global Purpose has roots as far back as Fujifilm’s 2006 corporate philosophy change when the company began aligning its business expansion and the addition of diverse products globally. It also aligns with Fujifilm’s global CSR plan which emphasises sustainable development as a part of Fujifilm’s Sustainable Value Plan (SVP) 2030.

Whilst Fujifilm’s “Value from Innovation” remains as the company’s corporate slogan, there has also been a key Corporate Philosophy Update which the company describes as, “an embodiment of aspirations propelling the group toward realising its purpose.”

FUJICA SIX IA was Fujifilm’s first camera in 1948 CREDIT: FUJIFILM

“Through our new Global Purpose and by combining the Fujifilm Group’s strengths in technology and the wisdom of our diverse and talented workforce, we will contribute to solving social issues through all of our businesses, said President, CEO and representative director of FUJIFILM Holdings Corporation Teiichi Goto.

President, CEO and representative director of FUJIFILM Holdings Corporation Teiichi Goto

To mark its anniversary Fujifilm has also launched a dedicated 90th anniversary website which showcases the company’s history since 1934 and reflects the wide ranging public discussions it has had about its role in society and how it can contribute to create a brighter future.

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