Introducing Fujifilm’s X series cameras

Last month, Fujifilm launched the newest cameras of their X series in the Philippines, the X-E1 and the XF1.


Taking the stage, Mr. Takashi Sasaki, president of Fujifilm Philippines, started things off with an introduction and a video presentation of the X series. “œNow it is truly fitting that Fujifilm brings to our shores these latest addition to the of the X series cameras – the X-E1 and the XF1.

Fujifilm is aware of the needs to reinforce its sales, marketing and technical support activities to fully understand the demands of this fast-growing domestic market. And we decided to build a direct selling system by establishing Fujifilm Philippines Inc. to accelerate the business expansion.”


But aside from the two new cameras, they also introduced three other categories; their super-zoom bridge, All-Terrain and Start-up cameras. As explain by Christian Jamolod, their head of Sales and Marketing in the Philippines, “œby having a wide product line-up we will be able to reach a wider market, which Fujifilm aims to tap.”

Fujifilm executive Shuhei Wakimoto talked about their world-class service center here in Makati, boasting that they can cater to customer product concerns including repairs, warranties and software upgrades. “œWe have an internationally trained expert who can do repairs with a faster turnaround time versus our competitors,” he added.


Guests were treated to a hands-on demo of the products. Booths were set up for everyone to try out the capabilities of each product. A flash booth set up with a model, low-light setup with another model and macro booth.

Hands on with the X-E1

The X-E1 is a compact interchangeable camera with lens system. It boasts of Fujifilm’s X-Trans CMOS sensor, which they claim can produce images comparable to full-frame sensors as well as producing impressive bokeh effects on shallow depth of field shots.


It shoots photos up to 16MP, and ISOs as high as 25600. It also features a high-def and high-luminance OLED viewfinder, which I found incredibly useful since you could see the camera settings from there, and saving a bit on battery life (by not using the bigger LCD screen). Pressing the camera against your face also helps in stabilising the camera and helping with focus.

Personally, I like the design and finish of the camera, as it very much looks like the film cameras of old. It certainly feels solid when you hold it.

It retails for Php 42,900.00 (SRP, body only) and Php 64,950.00 (SRP, with kit lens).

Hands-on with the XF1

The XF1 is a premium compact camera. It has a 4x manual zoom (25-100mm) and up to 8x digital zoom, which I believe allows for faster framing of shots than having to fiddle with that knob on your right hand on other cameras. It shoots photos of up to 12MP, ISOs of up to 12800 and has a fast lens (f1.8) which makes it great for shooting at low-light.


On first impression, it’s a very hip camera. It’s thin and wrapped with synthetic leather trim on the body. This again is a throwback to the designs of old film cameras.

The XF1 retails for Php 21,500.00 (SRP) and is available in three colors; red, black and tan (brown).

We also saw the older members of their X-series lineup, the X-Pro1, X100, and X10 cameras.


The Fujifilm X-Pro1 is a mirrorless camera with a 16.3 megapixel APS-C X-Trans CMOS sensor. This thing has a large footprint for a compact camera but still light for its size at just 1.4 lbs. It has a hybrid viewfinder that allows you to switch between optical and electronic modes which really add to versatility to the camera. SRP: Php69,960 (body only)


The Fujifilm X100 uses a 12.3 megapixel APS-C CMOS sensor and a 23mm fixed focal length F/2 lens. It also has a hybrid viewfinder for optical and electronic modes if you’re feeling old-school or want assistance when taking photos. Speaking of old school, this camera feels like it with its shutter speed and exposure compensation dials and lens ring to adjust aperture. SRP: Php49,950


The Fujifilm X10 on the other hand is like a toned down version of the X100. It still has the retro design and magnesium alloy body of the X100, but uses a smaller, but still large 12-megapixel EXR CMOS sensor. It has a retracting 28-112mm equivalent F2.0 ““ F2.8 lens which also switches on the camera when you twist it. Instead of a hybrid viewfinder, the X10 uses a purely optical one. SRP: Php29,950

Editor’s note: This review is contributed by Ferlin Hicarte with some slight revisions by the editor. Ferlin is a digital designer who moonlights as a hardworking corporate worker. He likes long bike rides at the beach, a road or anything that has a path on it. He loves to take photos with his Canon G12 (not like the hipster kids who bring along their DSLR wherever they go). He would one day be a great chef that also does triathlons, if he ever gets time off from designing websites and user interfaces. Visit his site at

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  • It is interesting to know this new Fujifilm’s X series camera. For sure, people will consider this new camera. Thanks for this info. Keep posting. God bless.

  • Griswold

    ang gagandaaaa… pero ang mamahal dinnnn. pero astig yung pinaka mura nilang xf1, naka f1.8 lens.

  • thejorlanb

    old school na old school itsura, sana parang lomo din ung kuha or built-in filters.