In an age of AI-enhanced selfies and ultra-HD smartphone cameras, a surprising retro revival is capturing the hearts of Gen Z in Japan: Fujifilm’s iconic disposable camera, “Utsurun Desu” (写ルンです).
What Is “Utsurun Desu”?
First released in 1986, “Utsurun Desu” translates roughly to “It Will Be Captured.” This single-use film camera became a cultural staple throughout the late 80s and 90s, offering affordable and accessible photography for everyday moments. After fading from the mainstream, it’s now making a powerful comeback—this time through TikTok and Instagram.
Why Is It Trending Now?
1. That “Emoi” (エモい) Aesthetic
Young Japanese users often describe disposable camera shots as “emoi,” a slang term combining “emotional” and “aesthetic.” The grainy, slightly overexposed film captures scenes with an imperfect charm that digital filters can’t replicate. Photos feel nostalgic—even if taken yesterday.
2. Slowing Down in a Fast World
With smartphone photography, images are instant. But with Utsurun Desu, you wait. You shoot without previews. You develop the film days later. That analog delay has become part of the appeal—it creates a storytelling moment that extends beyond the click of a shutter.
3. Retro Spots + Retro Tech = Perfect Match
Social media users love pairing disposable camera photography with Japan’s Showa-style retro cafés, neon-lit streets, and old-school storefronts. Tags like #写ルンです, #昭和レトロ (Showa Retro), and #フィルムカメラ (Film Camera) are thriving.
Who’s Using It?
Primarily Gen Z users—especially students and young creators—who crave authenticity over polish. Instead of chasing perfect selfies, they’re sharing soft-focus memories of hanging out at a kissaten, or taking blurry night shots of Tokyo streets. It’s the anti-Instagram aesthetic that’s ironically thriving on Instagram.
Where to Buy?
Utsurun Desu is still available at many convenience stores and online in Japan. Developing the film can be done at photo shops like Kitamura Camera or via mail-in services, and some even scan the images for easy SNS sharing.
Conclusion
Utsurun Desu is more than just a nostalgic throwback—it’s a rebellion against the overly curated, hyper-edited digital world. For Japan’s social media generation, it offers a chance to slow down, live in the moment, and share memories that feel a little more… real.
Whether you’re visiting Japan or just curious about the analog renaissance, one thing’s for sure: the disposable camera trend isn’t fading anytime soon.
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