Fujifilm has carved out a unique niche in the world of photography. Unlike other brands that focus solely on technical specs, Fujifilm blends cutting-edge technology with a nostalgic, tactile shooting experience. Their cameras are beloved for their film simulations, retro designs, and exceptional image quality—making them a favorite among street photographers, videographers, and hobbyists alike.

But if you’re looking to buy one, you might face a common problem: Fujifilm cameras are often in high demand, with some models selling out quickly or being discontinued. So where should you shop? And how can you ensure you’re getting the best deal without compromising on quality?

This guide will explore the best places to buy Fujifilm cameras, highlight some of the most sought-after models, and explain why the secondhand market—particularly platforms like Rakufun—might be your best bet.

Why Fujifilm Stands Out in the Camera World

Fujifilm’s approach to digital photography is different from brands like Canon, Sony, or Nikon. Instead of chasing the highest megapixel counts, Fuji focuses on color science, usability, and a shooting experience reminiscent of classic film cameras.

Key Features That Make Fujifilm Special:

Film Simulations: Fujifilm’s proprietary color profiles (like Classic Chrome, Acros, and Eterna) replicate the look of their iconic film stocks, giving photos a unique character straight out of the camera.

Tactile Controls: Many Fuji cameras have physical dials for shutter speed, ISO, and aperture, making them a joy to shoot with.

APS-C & Medium Format Options: While most Fuji cameras use APS-C sensors (great for portability and performance), their GFX series offers medium-format sensors at relatively affordable prices.

Hybrid Viewfinder (X-Pro & X100 Series): Some models feature an optical viewfinder that can switch to electronic, offering the best of both worlds.

Because of these qualities, Fujifilm cameras hold their value well—but they can also be hard to find at retail prices.

Where to Buy Fujifilm Cameras: New vs. Used

1. Buying New: Official Retailers & Authorized Dealers

If you want a brand-new Fujifilm camera, your best options are:

Fujifilm’s official website in Japan (for the latest models), Rakufun’s global shipping service can delivery it to your door.

Amazon Japan is a good gate to get new ones, Rakufun now cooperated with Amazon Japan, you can order through Rakufun and use the global shipping service. Now Rakufun charge 0 purchasing fee and has a lot of coupons for you to save money!

Major electronics retailers (B&H Photo, Adorama, Best Buy)

Camera specialty stores (local shops or online stores like KEH, MPB)

However, Fujifilm’s most popular models (like the X100V or X-T5) often sell out quickly. Plus, buying new means paying full price—which isn’t always necessary when excellent used options exist.

2. Buying Used: The Smarter Way to Own a Fuji?

Many photographers upgrade frequently, meaning lightly used Fujifilm cameras are widely available at significant discounts. The key is finding a trustworthy seller.

Where to buy used Fujifilm cameras:

Marketplaces like eBay & Facebook Marketplace (but beware of scams)

Rakufun (a growing marketplace  partnered with many online sites in Japan like Mercari, Rakuten, Amazon JP, JDirectItems Fleamarket… You can he most satisfying camera within Rakufun)

Buying used can save you 20-50% off retail prices, especially for older but still-capable models like the X-T3 or X-E4.

Top Fujifilm Cameras Worth Buying (New or Used)

1. Fujifilm X100V (or the New X100VI)

Why it’s great: Compact, fixed 23mm f/2 lens, hybrid viewfinder, perfect for street photography.

Used market status: The X100V was so popular that it sold for above retail price on the secondhand market. The X100VI is now available, but if you find a well-priced X100V, it’s still a fantastic choice.

2. Fujifilm X-T5

Why it’s great: 40MP sensor, weather-sealed body, great for both photos and video.

Used market status: Still holds value well, but early adopters sometimes sell to upgrade, so deals exist.

3. Fujifilm X-E4

Why it’s great: Ultra-compact rangefinder-style body, great for travel.

Used market status: Discontinued, so prices have risen—but it’s worth hunting for.

4. Fujifilm GFX 50S II (Medium Format)

Why it’s great: Medium format sensor at a fraction of the cost of competitors.

Used market status: A great value if you find one in good condition.

Why Consider Rakufun for Your Fujifilm Purchase?

While big-name retailers are reliable, they don’t always have the best deals—especially on discontinued or hard-to-find Fujifilm models. Rakufun, a Japan proxy purchasing platform, offers several advantages:

✅ Lower Prices: Save hundreds compared to buying new.

✅ Rare Finds: Older or sold-out models (like the X-Pro2 or X-T30) often appear here.

✅ Good Condition: Many Fujifilm users take excellent care of their gear, meaning you can find near-mint cameras.

Of course, buying used always carries some risk, so check seller ratings, ask for shutter counts, and request sample images if possible. But if you’re patient, you can score an amazing deal.

Final Thoughts: Is a Used Fujifilm Camera Right for You?

Fujifilm cameras are built to last, and many older models still compete with newer releases. If you don’t mind a few cosmetic signs of use, buying secondhand can be a smart way to own a Fuji without overspending.

Where to start?

If you want new, check Fujifilm’s official site or authorized dealers.

If you’re open to used, browse Rakufun for well-priced, well-maintained options.

Ultimately, the best camera is the one you’ll use—and with Fujifilm’s enduring appeal, even an older model can be a fantastic choice. Happy shooting!