Taylor Swift Appears in instax’s Chekki Photo Commercial for the First Time

26.August.2018 | SPOT

instax known for manufacturing their popular instant cameras which allow you to print the photo you have taken right there and then.


Taylor Swift has featured in the company’s new TV commercial entitled “Now or never” which began airing in Japan on August 25.

Taylor Swift is a global partner of instax. The commercial features snaps of her using the camera backstage on tour and in her everyday life. The “Now or never” message encapsulates being able to snap any moment with an instax camera and print it instantly.


instax ‘Now or never.’ commercial (30 second version).


Taylor Swift gives her thoughts on the commercial.


The video gives us a peek at the international superstar in a light we’re usually not exposed to.

A website has also been set up for promoting Taylor Swift. A range of photos taken with the instax as well as information on numerous campaigns will be made available on the website soon.


Additionally, ‘Taylor Swift Editions’ of the instax SQUARE SQ6 camera and instax SQUARE Film will go on sale from October 20, 2018. Both were designed by Taylor Swift herself.


The SQ6 Taylor Swift Edition features a stylish black body and the newspaper-like pattern seen on her latest album reputation coloured in gold. The ring part around the lens is also gold to add to the classy design. Taylor Swift’s own signature signed by her is also printed on the back. The film is also black like the camera and includes her signature.


More information on Taylor Swift’s collaboration with instax will be released in the near future, so keep your eyes peeled.


Fuji Film instax Cheki Series Commercial – “Now or never.” (15 secs. / 30 secs.)
Broadcasting: Nationwide in Japan
Cast: Taylor Swift
Initial Broadcast: August 25, 2018



  • Demon Slayer: Kimetsu no Yaiba Collaborates With Fujifilm’s instax Cameras

    20.November.2020 | ANIME&GAME / FASHION

    Fujifilm Imaging Systems is collaborating with the popular TV anime series Demon Slayer: Kimetsu you Yaiba to release two models of its instant photo-printing instax cameras based on the main characters Tanjiro and Nezuko. Pre-orders will open in Japan at Fujifilm as well as camera and electronic stores in Japan on November 25 at 10:00am (JST) and be released on December 10.

    First introduced in 1998, the instax instant camera allows users to take and produce photos on the spot. The new Demon Slayer models are packed in limited-edition boxes in promotion of the recently-released anime film Demon Slayer: Mugen Train which hit theatres in Japan on October 16, 2020.

    Tanjiro Model

    Nezuko Model

    The collaboration uses the instax mini 11 model as its base are adds motifs that reference Tanjiro and Nezuko.

    Each comes with its own themed accessories too including a shoulder pouch and camera strap. All these items are exclusive to those who purchase the box.


    More info as well as a promotional video can be found over on instax’s official website here.


    ©Koyoharu Gotouge/Shueisha・Aniplex・ufotable

  • Canon to Release Special Hello Kitty iNSPiC Mobile Printer

    01.November.2020 | FASHION

    Canon Marketing Japan has announced the release of a special Hello Kitty model of its iNSPiC PV-123 pocket-sized mini printer.

    The iNSPiC PV-123 is a mini printer designed for the smartphone generation that lets users print photos instantly. Canon’s new model is made in collaboration with Sanrio’s popular character Hello Kitty.

    Not only does the printer itself feature a cute Hello Kitty design, it also lets users print special Hello Kitty themed frames and stamps using the Canon Mini Print app. These are available until October 31, 2021 for the Hello Kitty model only.

    The iNSPiC PV-123 HELLO KITTY is the perfect companion for mobile printing, making it super easy to print your memories wherever you are.

  • Canon Reveals Pikachu Design iNSPiC REC Camera

    30.September.2020 | ANIME&GAME

    Canon Marketing Japan has announced that a Pikachu model of its new concept camera iNSPiC REC will be released in Japan at the end of October this year.

    iNSPiC REC PIKACHU MODEL – Front face design

    Camera’s back design

    The cover is coloured in a bright Pikachu yellow with a print of his adorable and chubby winking face.

    Other face design (8 designs)

    As well as the standard front face Pikachu design, customers will also get an additional one of the above eight possible designs too as a set. These other face designs are chosen randomly.

    Cusomers who order the iNSPiC REC PIKACHU MODEL early will also get a Pikachu tail neck strap, key ring, and additional front cover too.

  • Fujifilm’s New Instax Mini 11 Adds Selfie Mode For Those Perfect Close-Up Shots

    02.March.2020 | FASHION

    Fujifilm has revealed its new Instax Mini 11 (Mini 11), which is set for release in early April 2020. The camera is the latest addition to the company’s “Instax” series of cameras which allow for instant printing of photos.


    The Mini 11 is the first Instax model to introduce an “Automatic Exposure” function which enables the camera to automatically detect the level of ambient light in the frame when the shutter button is pressed. As a result, the camera will optimise the shutter speed and flash output accordingly. This allows users to snap pictures optimally exposed to the main subject of the photo as well as the background in all situations, whether it be in the bright outdoors or in a dark restaurant or party.


    The new Mini 11 also introduces a new “Selfie Mode,” which has perfected the art of close-up selfies. It’s activated simply by pulling out the front end edge of the lens you’ve powered the camera on.

    The camera’s design has also been completely revamped for optimal use. Not only is the Mini 11 thinner and lighter, it has a rounded body that makes it fit perfectly into users’ hands. A different material from the main body of the camera is used around the lens to make it more stylish, and the “Instax” brand logo is engraved on the back.


    The Mini 11 comes in five pale tone colours ((Blush Pink, Sky Blue, Charcoal Gray, Ice White and Lilac Purple) and two replaceable accessories for the shutter button.

  • Taylor Swift Instax Photo Collection Displaying in Roppongi Until October 25

    12.October.2018 | SPOT

    Over at FUJIFILM SQUARE in Tokyo Midtown, Roppongi, a Taylor Swift photo exhibition is being displayed from October 12 to October 25.

    The internationally popular singer-songwriter and musician entered a global partnership with Instax earlier this year. Since then, she has appeared in one of the company’s “Now or never” commercials.

    The public photo exhibition features selfies taken by Taylor Swift herself using an Instax camera, something she uses habitually. It also includes backstage photos at the singer’s Reputation Stadium Tour (2018) as well of her cat, exclusive behind-the-scenes snaps taken during the filming of the Instax commercial she appeared in, and more. This is a chance for fans to see photos taken by Taylor Swift herself, of which there exists only one each in the world.

    Swift will wrap up her Reputation Stadium Tour with two days in Tokyo on November 20 and 21. A hashtag campaign is taking place for a chance for four groups of eight people be invited to one of the concerts. To enter, you must take a photo of yourself at the exhibition and post it on sicla made with the hashtags #TSinstax and #instaxgallery. Winners will be selected randomly.

  • Experience Japanese Culture #5: Film camera part 2 – developing and printing pictures for the first time!

    13.July.2018 | FEATURES / SPOT

    Welcome to Model Yuri Suganuma’s series where she discovers a new hobby! This is a continuation from her previous article where she first discovers her love for film cameras. Lately, she’s becoming more absorbed in this hobby, and after paying a visit to a second-hand camera shop in Shinjuku, she managed to get her hands on her dream camera! However, unless she gets her photos developed and printed, or gets them transferred into a digital format, she won’t be able to see any of her pictures. Upon this realisation, she travelled to Gakuei-daigaku station because her favourite photo shop “monogram” is located on this street. Presenting her much-loved film camera along with her first film roll full of dear memories to the staff, they took it off her hands to get the photos developed and printed. Monogram is known to take a lot of care in printing their photos perfectly. Did any of Yurippa’s photos really catch her eye?

    “This photo shop has such a cool image!” exclaimed Yurippa. She brought along with her two films she had taken with a film compact camera that she bought last month. She managed to restrain herself from getting them developed as soon as possible, committing to the decision to get them developed at an opportunity where we could also tag along!

    After Yurippa handed the undeveloped film to the staff, they asked her a series of questions: would you like prints or digital photos on a CD? What size would you like the prints? What kind of photo paper would you like them to be printed on? And lastly, would you like a white border on your prints? Yurippa couldn’t believe just how much choice she was given! That’s right – monogram can fulfil this many requests! Yurippa wanted a copy of the photos on her phone as well as prints so she asked for both digital photos on CD and prints on matte paper with a white border.

    Another cool service offered by monogram is that you can choose to have a colour tint on your photos. Monogram is also popular because of their ability to adjust the colours for printed and digitalised negative photos. There aren’t many photo shops around like this that will adjust the colours for you. They will also avoid loading their conversations with technical terms (unless you want them to). Yurippa asked for “California style” vivid photographs. They wrote down her order – take a look at her order sheet! Can you see just how unique monogram is in comparison to other photo shops? Yurippa waited in excitement to witness the outcome.

    They really proved their ability to produce special photos! First off, they placed the film in the developer. As well as developing solution, there are a range of chemicals in the machine. Afterwards, the film was processed for negative photos.

    The negative images were scanned and then printed on photo paper. This is the stage at which they were made into California style photographs. Three staff members at monogram overlooked the printing process. As each has their own unique style of printing, they can be designated to certain customers. This truly is the real world of a photography specialists! The staff just say: “leave it to us”, and they adjust the colours to complement the photo!

    Whilst waiting for the prints to be done, Yurippa spent some time browsing the shop for another film for her camera, which is the Konica Genba Kantoku that uses 35mm film. This is a standard film size that is easy to get your hands on. A staff member at the store explained to her what the numbers written on the film box meant. 100 is well suited for photos taken during the day, whereas 400 is an allrounder, as it is also suitable for taking photos during the day and also photos taken indoors. On the other hand, 800 is suited to photos taken indoors, on cloudy days and during the night. In other words, this number is the measurement of the film’s sensitivity to light in numerical value (ISO), they explained. As Yurippa is always on the go with her camera and taking photos during the day, she chose an ISO 400 film. She decided to purchase the Kodak ULTRAMAX400 for photos with an American vibe.

    Although this store specialises in developing photos, the shop is filled with camera accessories. A silver hand strap particularly caught Yurippa’s eye. Just by attaching one of these accessories, your camera will look really glamourous! Having said that, they suited her camera to the extent that they appeared to have been specifically made for it!

    The silver leather hand strap was launched as monogram’s 10-year anniversary edition accessory. It costs ¥ 2,000+ tax.

    …The prints are ready! They were all perfect personal photos. Yurippa was constantly hiding the photos and peaking at them. She selected her favourite ones to share with us – the feeling of the matte paper was really nice.


    They look so cool! Did I really take these myself? She asked. The locations in the photos are very distinct. Although digital photos are very useful, the feel of prints in your very own hand is just a wonderful feeling. You would want to give these to friends as a present. Having said that, the quality of these photos is so high that you begin to question whether you actually took them yourself!

    Finally, we asked Yurippa for her thoughts on today. “I used to think that developing photos involved exposing them to lasers. I was surprised to discover that this can be done with developing solution! There is just too much that I don’t know about photos taken with film. It is great fun to learn so much! I initially started this whole photo project because I didn’t have anything in particular that I would call a hobby, but now there’s no doubt that this is becoming one of my new favourite hobbies!

    <Shop information>


    Address:2-19-13, Takaban, Meguro, Tokyo

    Phone number:03-3760-5852

    Opening hours: 12:00〜20:00(Closed on Wednesdays)

    Access:1-minute walk from East exit of Gakuei-daigaku station  (Tokyu Yokohama line)


    Model:Yuri Suganuma @yurippa93

    Yuri Suganuma is a model with a high fashion sense that has been picked up by various magazines. She receives much love and support from girls of the same generation as her to whom she is known by her nickname “Yurippa.” She has a huge influence across her social media. Recently, she has stepped into other fields outside of modelling, such as appearing in TV shoots and in music videos. She is skilled in make-up and involved in the development of cosmetics.


  • Experience Japanese Culture #4 – Searching for a Film Camera in Shinjuku’s Used Camera Shops

    30.May.2018 | FEATURES / SPOT

    This is Yuri ‘Yurippa’ Suganuma’s featured article series in which she takes us on her adventures to cultivate new hobbies.


    Yurippa has been interested in photography for some time now, but she’s been unsure which camera she should buy. So, she decided to head to some used camera stores,  Lucky Camera Shop andChuko Camera Box in Shinjuku to find the perfect camera that best suits her. Was she able to find the right one…? Let’s find out!

    中古カメラ 新宿 yurippa_film01

    The first place Yurippa stopped by was Lucky Camera Shop. It’s located next to Isetan Shinjuku and has a kind of foreign, non-Japanese air to it. When Yurippa saw the eye-catching red exterior of the shop, it was loved at first sight. In any case, time to head in!

    中古カメラ 新宿yurippa_film03

    The store is lined with cameras made in lots of different countries including Japan, Germany and the US. Lucky Camera Shop puts a lot of effort into stocking foreign-made cameras and mechanical cameras with everything built in. They have a varied line-up, including famous Leica cameras.

    中古カメラ 新宿yurippa_film04

    The Leica parts were all expensive – the bodies and lenses were both over ¥100,000 ($915)!

    中古カメラ 新宿yurippa_film05

    Yurippa was shown a camera she was interested in from inside the showcase. The left was a single-lens reflex Olympus OM-1 and the right was a Barnack Leica. 35mm films are all the rage right now, and these were some of the first models to use them. Both are at a nice, compact size.

    中古カメラ 新宿yurippa_film06

    Yurippa was blown away looking through the viewfinder of the Olympus OM-1. ‘You can see things easily, so much so that everything looks even more beautiful through the viewfinder!’ she said.

    中古カメラ 新宿yurippa_film07

    Next, Yurippa also tried the Barnack Leica. It’s a valuable camera that has you feeling a little nervous touching it. She said surprised at how quiet the shutter was, to which the shop assistant explained, “This is a different single-lens reflex to that of the OM-1. There’s no mirror inside so the shutter is quiet.” Yurippa learned much about how cameras are put together differently, as well as the diverse number of types available.



    Lucky Camera Shop

    Address: Gomeikan Bldg. 1F, 3-3-9 Shinjuku, Shinjuku-ku, Tokyo

    TEL: 03-3354-7898

    Opening Hours: 10:00-20:00

    Access: 5-minutes on foot from JR Shinjuku Station / 1-minute on foot from Shinjuku Sanchome Station

    Website: http://lucky-camera.com/


    中古カメラ 新宿yurippa_film08

    The next shop Yurippa headed to was Chuko Camera Box. It’s a used camera store located along Shinjuku Electric Street (Shinjuku Denki-gai). The showcase is crowded with cameras, and the shop has an atmosphere to it like a secret hideout.

    中古カメラ 新宿yurippa_film10

    “It’d be great to have a camera that’s small and easy to use. One that I can take out and snap a photo with straight away. That’d definitely be fun!” said Yurippa while looking in earnest for a camera.

    中古カメラ 新宿yurippa_film11

    She continued to search with these keywords in mind, focusing on auto-focus film compact cameras. And then, she found it. In her hands was the Genba Kantoku from Konica. You can snap a photo just by pressing the shutter. It has auto-focus, flash and auto-load. “It’s a little big, but it’s affordable and seems easy to use!”

    中古カメラ 新宿yurippa_film12中古カメラ 新宿yurippa_film13

    Chuko Camera Box is famous for its friendly store clerk and regular customers. Yurippa learned that the Genba Kantoku was formerly used for recording at construction sites. It’s durable and can get wet or be dropped and has an excellent lens. She’s finally made her purchase!



    Chuko Camera Box

    Address: 1-13-7 Nishi-Shinjuku, Shinjuku, Tokyo

    Tel: 03-5339-2701

    Opening Hours: 10:00-20:30

    Access: 2-minutes on foot from Shinjuku Station

    Website: http://camerabox.web.fc2.com


    中古カメラ 新宿yurippa_film14


    Yurippa loaded her Genba Kantoku right away with 35mm film. Simply take out the film tip and close it on its back. Film cameras can seem tricky, but there are easy-to-use ones like this too!

    中古カメラ 新宿yurippa_film15

    Yurippa was hugely satisfied finally getting her hands on her long-sought film camera. In the second part of this article, she will develop and print the photos that she has taken with her Genba Kantoku at a photo shop.


    How about getting yourself your own film camera and to start up photography yourself?


    Model: Yuri Suganuma @yurippa93


    Yuri Suganuma is a model with a high fashion sense that has been picked up by various magazines. She receives much love and support from girls of the same generation as her to whom she is known by her nickname “Yurippa.” She has a huge influence across her social media. Recently, she has stepped into other fields outside of modelling, such as appearing in TV shoots and in music videos. She is skilled in make-up and involved in the development of cosmetics.


    Photographer & Writer: Haruka Yamamoto

    Translator: Joshua Kitosi-Isanga


  • Taylor Swift Enters Global Partnership Agreement with Fujifilm Instax

    10.May.2018 | FASHION / MUSIC

    FUJIFILM Corporation have announced a global partnership agreement with Grammy Award-winning American singer-songwriter Taylor Swift. Beginning this summer, she will enter a worldwide promotional campaign.


    Smartphones are the main tool used for taking photos nowawads, but FUJIFILM’s Instax series is internationally worldwide with young people for being able to print real photos fresh on the spot. These instant print photos are known as ‘chekki’ in Japan and are sold in over 100 countries. The number of cameras sold totals well over 30 million units.


    テイラー・スウィフト instax

    Instax celebrates its 20th anniversary this year, and to expand their cameras even further, they have developed a huge promotional campaign with Taylor Swift who has huge influence with young people.


    Her worldwide Reputation Stadium Tour began on May 8 in Glendale, AZ. Digital promotion will take place on her tour, as well as booths where fans can try out Instax. Her tour will take her to Tokyo on November 20 and 21, and these dates have been titled Taylor Swift Reputation Stadium Tour in Japan Presented by FUJIFILM instax.


    テイラー・スウィフト instax

    Further details regarding information on the above additional dates as well as her promotional activities will be announced at a later date, so be sure to stay up to date.



    Taylor Swift Reputation Stadium Tour
    Began: May 8, 2018

    Taylor Swift Reputation Stadium Tour in Japan Presented by FUJIFILM instax
    *Sponsored by FUJIFILM
    Date: November 20-21

    Taylor Swift Official Homepage:https://taylorswift.com/

  • The collaborative café of “Pomu pomu Purin × Gudetama” will open in Yokohama

    05.February.2018 | FOOD / SPOT

    A concept café of the very popular Sanrio character,“Pomupomu Purin”called “Pomupomu Purin Café Yokohama Store” will collaborate with the “lazy-egg” character “Gudetama!” Collaborative menu items will be sold from the 6th of February (Tue.)

    “Gudetama” which reached its 5th anniversary this year has come to Pomupomu Purin Café Yokohama Store! The worlds of these two popular characters can be enjoyed at this café which has a cute interior.


    Boken e Shuppatsu! Nakayoshi Pancake – 1,190 yen

    Gudetto in Hara Kurogoma Tantanmen (Yokohama store-limited) – 1,190 yen

    The collaborative menu items include, “Boken e Shuppatsu! Nakayoshi Pancake” which a pancake topped with whipped cream that looks like the tropical-blue colored ocean and “Gudetto in Hara Kurogoma Tantanmen” which includes a “black Gudetama”(an egg) coated with chocolate sitting inside a soup made of lots of black sesame.

    Pikapika Mabushi Gudenkyu Soda (blue Hawaii / Mango/ Ichigo (strawberry) 850 yen


    Pomupomu Purin no Choco Banana Parfait 990 yen



    You can also enjoy popular menu items of “Gudetama Café” along with the menu items of “Pomupomu Purin Café.”

    In commemoration of the opening of the café, those of you who order a food item or drink will be given an original postcard.

    Let’s enjoy these collaborative menu items of “Pomupomu Purin × Gudetama” which is only available at the Yokohama Store.



    Pomupomu Purin Café Yokohama Store

    Address: Yokohama Sotetsu Square, 2-1-5, Nanko, Nishiku, Yokohamashi

    Opening date: 2018,02,06 (Tue.)

    Business hours: 10:00 to 21:00 (L.O. 20:30)

    Holidays: same as the facility

    (c)1996, 2013,2018 SANRIO CO., LTD. APPROVAL NO.S584328


  • Taylor Swift’s New Music Video “End Game” Shot in Streets of Tokyo

    17.January.2018 | MUSIC

    American singer-songwriter Taylor Swift is loved all over the globe for her music.

    テイラー・スウィフト レヒ゜ュ_____
    Her latest album, Reputation, took the spotlight in US album charts, where it stayed number one for 3 weeks. Even into the new year, the 2017-defining album continues to be ranked at number one.

    End Game 2

    In the music video for End Game ft. Ed Sheeran, Future from her acclaimed album, Taylor Swift heads to various cities, including London, Miami, and Tokyo.


    “End Game ft. Ed Sheeren, Future” Official Music Video


    Taylor goes for karaoke and hits up the game centers while in Tokyo, and we also see neon signs written in Japanese echoing the lyrics, saying I wanna be your A-team and big reputation, as well as others displaying the names of Taylor’s cats, Meredith and Olivia.


    End Game screengrab
    The video is getting attention from Japanese fans, praising the video for being shot in Japan and for showing their written language to people overseas.


    Be sure to check out the music video to see whether it was shot in absolute secrecy or not!


    “End Game ft. Ed Sheeran, Future” Digital Download Link

    Taylor Swift’s latest album “Reputation” now on sale.
    Japan Special Edition: CD+DVD / ¥3,200 + tax / POCS-24906 / First Press Limited Edition / Japan-Only Packaging
    Regular Edition: ¥2,500 + tax / POCS-24013
    Album Digital Download: https://taylor.lnk.to/TS_rptPR

    Taylor Swift Official Websites:
    Japan: http://www.universal-music.co.jp/taylor-swift/
    Worldwide: https://taylorswift.com/


  • Using the camera app, “SNOW” you can create unique photos which look just like instant camera photos

    18.November.2017 | FASHION

    The camera app, SNOW is known for its cute and fun processing features. For fashion conscience girls, the creating of instant camera-like photos using SNOW is gaining popularity. Here, we will explain what kind of processes are possible with SNOW.


    First, start up SNOW and choose your selfie filter. Choose one of the camera icons from the icons enclosed in the red box. Next, choose the filter of your choice. For this example, we have chosen the Andriod version of SNOW.Try using the 3 filters enclosed in the blue box, starting from the one on the left.


    For an iPhone use the camera filter.


    Here is the first filter. It creates a faint-looking photo. The photo has a transient-feel to it.


    The second filter creates a more austere-feeling image. This filter is recommended for taking cool landscape photos.


    The last filter creates a photo where the center of the photo is clear and focused but the surroundings are a bit blurred. This makes for a retro-looking photo. Orange colors are highlighted so it is just right for taking café food items. For all filters the date appears automatically in the right corner of the photo so when you use a smartphone it is recommended that you take a photo with your smartphone on its side.


    Another filter that is highly recommended is this one.


    Choose the “collage” icon from the icons enclosed in the red box. Next, choose the filter of your choice from the filters enclosed in the blue box.


    When you take a photo using this filter it looks similar to the frame of a film camera. It makes for a very unique photo, one you will want to upload on your SNS.


    Better than having to carry a bulky film camera, why not just use SNOW to get a similar quality photo. If you get bored with the same style photos, why not try using SNOW and create film camera style photos.